Background

Canal Viva, part of Globosat and TV Globo, is a nostalgic channel dedicated to replaying iconic Brazilian television classics.

To celebrate its first and second anniversaries, the channel launched a digital engagement initiative designed to transform passive viewers into active participants within its content ecosystem.

The virtual sticker album became a recurring format that connected nostalgia, gamification and structured content discovery across the platform.

Role

Product Designer leading the definition and execution of a scalable engagement system across two anniversary editions.

I shaped the behavioural framework behind the experience, structuring discovery, collection, trading and completion into a cohesive engagement model aligned with business objectives.

My scope covered engagement strategy, UX architecture, interaction design, visual system creation and editorial print extension, ensuring continuity between product logic, narrative storytelling and physical reward execution.

Responsibilities

• Defined engagement mechanics including discovery, unlock, placement, trading and completion
• Designed manual digital sticker placement to simulate physical collecting
• Structured duplicate management and peer-to-peer trading flows
• Mapped sticker distribution across website sections to stimulate cross-page exploration
• Designed progress tracking with completion percentage and ranking system
• Developed visual system and narrative framework for each TV property
• Designed campaign marketing materials and limited printed album edition

High-Level Goals

• Increase cross-page navigation across the Viva website
• Strengthen emotional connection with nostalgic programming
• Drive repeat visits during anniversary campaigns
• Introduce social mechanics to amplify audience participation

Challenges

• Designing a scalable engagement model across multiple show properties
• Balancing editorial storytelling with interactive product mechanics
• Creating meaningful social trading without overwhelming users
• Bridging digital experience with physical reward execution

Impact

• Engaged more than 300,000 users across Brazil
• Increased cross-page navigation through distributed discovery mechanics
• Strengthened community interaction through peer-to-peer trading
• Established a recurring engagement format adopted for multiple editions