Conta Globo serves as a platform connecting millions of users to a vast network of digital products, from the news of g1 to the streaming of Globoplay. The architectural challenge lay in designing a unified authentication experience that intuitively reinforces a single-account mental model.
As a Technical Leader, my role was to orchestrate a strategy that standardized the underlying structures of the identity ecosystem. At the same time, I guided a team of 14 designers to establish a scalable framework where subtle, intentional touchpoints could adapt dynamically to the user's destination, effectively transforming the login from a friction-filled barrier into a cohesive portal.
(Jan to Dez 2025)
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(Jan to Dez 2025)
(Jan to Dez 2025)
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2025
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Globo uses a technology called SSO (Single Sign-On). SSO is a centralized authentication mechanism that allows users to log in only once with a single set of credentials and gain seamless access to all of Globo's digital products, without having to log in again for each one. The user enters their username and can then choose to use a password, a numeric code, or an access key to authenticate. As soon as they log in to any of Globo's digital products, the system automatically authenticates them on all other platforms. This significantly improves the user experience by eliminating "password fatigue".
Our strategy relied on two fundamental pillars : first, establishing standardized, reusable patterns within an organized design system to guarantee visual and interaction consistency ; and second, mapping and documenting every user journey across all product touchpoints. This dual approach ensured that whether a user was interacting with news, entertainment, or sports, the underlying identity ecosystem remained friction-free, secure, and effortlessly cohesive.
Beyond the interface, steering a platform as critical as Conta Globo required embedding rigorous governance processes into our workflow. We prioritized digital accessibility (A11y) to ensure inclusion for millions of users, while optimizing our developer handoff to bridge the gap between design intent and production-ready code. Crucial to this scale was maintaining alignment with individual product teams and fostering continuous communication with cross-functional stakeholders from product, engineering, and business areas—ensuring the identity strategy remained synchronized with the company’s broader technological goals.
The experience optimizations produced measurable success, significantly increasing the overall completion rate of the authentication journey while driving a substantial decrease in technical error rates. By sculpting a more intuitive user experience, we effectively reduced the time-to-login, creating a smoother path to content. Ultimately, these enhancements delivered a highly positive business impact and solidified the perception that our login ecosystem is no longer a friction point, but rather a seamless, invisible gateway for our users.
(Jan to Dez 2025)
A passkey is a modern, secure login method that completely replaces traditional passwords by using your device's built-in authentication—such as biometrics (fingerprint or facial recognition) or a local PIN. Instead of forcing you to create, remember, and type a complex string of characters, it establishes a cryptographic pair of keys unique to each website or app. Because the secret private key never leaves your physical device and cannot be guessed or written down, passkeys provide a seamless, one-click sign-in experience that is inherently immune to phishing attacks and data breaches.
By implementing Passkeys, we introduced the industry’s most advanced and intuitive authentication technology to our user base. This strategic evolution shifted traditional credentials to seamless biometric access. While our initial platform metrics were already highly successful , integrating this cutting-edge standard allowed us to elevate our performance indicators from great to exceptional, redefining security and convenience at scale.
(March 2026)
