Content: QuintoAndar

Unified Knowledge Base: Driving quality and operational efficiency
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My role: Conversational Designer / UX Writer / Content Strategist
Project duration: 6-8 months (2024-2025)
Tools: OpenAI, Gemini, Google Gsuite, Figma, Analytics, Robbyson, Zendesk
Context
QuintoAndar’s support content was distributed across multiple platforms without centralized governance. As a result, different teams used different tools and often published information that did not align — the same topic could receive different answers depending on the channel.

With content scattered across systems, keeping it updated became difficult and confusing, since each part was managed in different places by different teams. This reduced visibility and made it hard to identify which information was the official source for end users.

As a result, users received inconsistent answers across channels, which negatively impacted the experience and reduced trust in the support service.

To address this issue, the unification of the knowledge base was proposed as a way to improve content quality and deliver a clearer, more consistent experience. Thus, the Unified Knowledge Base (UKB) was created as a product to connect and organize all support content management within QuintoAndar.
Goals
🎯 Design the structure to support all content, tailoring the architecture and framework to the most suitable tool

🎯 Unify content by migrating all QuintoAndar support content (FAQ, human support, and chatbot) into a single standardized platform

🎯 Implement governance by establishing an approval workflow with content owners, including alerts to ensure regular reviews and updates

🎯 Improve chatbot experience by enriching AI-consumed content to deliver more accurate, consistent, and helpful responses, enhancing customer experience

🎯 Increase operational efficiency by replacing manual processes with automations within Contentful

🎯 Ensure content is always up to date and accurate, reducing the risk of errors for both customers and internal teams
My roles and responsabilities
Conversational Designer / P.O
✅ Facilitation and advocacy of content and writing strategies
✅ Execution and consolidation of workshops and training sessions
✅ Research and mapping of content, use cases, needs, and opportunities
✅ Cross-functional alignment with product, marketing, engineering, CX, and data teams
✅ Stakeholder relationship building and management across multiple groups
✅ Content writing, review, and testing
✅ Support in managing external partners
✅ Influencing and contributing to conversational product decisions
✅ Writing and designing governance flowcharts
✅ Conversational QA and continuous refinement
✅ Reference point for UKB-related content initiatives

The project was developed with a broader cross-functional team, including Sara Kelade (PMO), Alice Miada (Product Manager), Lucas Ravelly (Software Engineer), Fernando Garcia (Operations), Nathalia Alves (Operations), Daniel Boriero (Data Science), and Suzana Demetrio (Content Design Manager). External support was also provided by the consulting firm Badaró, which contributed to the migration process.
Design process
🔍 Discovery
- Research and content mapping
- Intent mapping with stakeholders
- Tool benchmarking
- Co-creation workshops
- Support ticket analysis
🧭 Definition
- Prioritized slicing and scoping
- Definition of content owners
- Migration roadmap
- Governance workflow and alerts
- Product vision
- Vendor management and monitoring
💡 Ideation
- How Might We (HMW) statements
- Feature proposals
- Hypothesis generation
- Content tone of voice definition
- Crazy 8 ideation
- Access and entry-point brainstorming
🔍 Prototyping & Handoff
- Flowcharts in FigJam
- Conversation simulations
- Content writing and review
- Documentation
- Guides and tutorials
🔍 Testing
- Content testing
- A/B testing by period and implemented feature rollout
- Daily content monitoring
- SEO testing
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🚀 Launch & Iteraction
- Training sessions and workshops
- Results presentations
- Implementations and alignment meetings
- Continuous monitoring
- Post-launch iterations and improvements
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🚀 QA
- Voice & tone checklist
- Group review sessions
- Error handling
- Task failure scenarios
- No input / no match handling
- Accessibility guidelines
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Solutions and deliverables: Screens and documentation
All solutions were fact-based and validated through stakeholder alignment and post-implementation experiments.

The project progressively gained scale and relevance within the company, opening space for new features, directions, and outcomes, including a redesign of the interface and FAQ structure across the website, app, and human support channels, in which I also contributed.
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Solutions and deliverables: Content update and creation guide
A comprehensive guide of over 100 pages was created to support the creation, updating, and approval of content within the UKB, helping to democratize and structure article production across all teams. The guide was also complemented by a series of training sessions, which were recorded and made available as video materials.
Results and achievements
In 2020
Numbers and specific charts have been omitted due to data privacy reasons.
✅ More than 2,500 pieces of content migrated and unified, including creation, updates, and/or review
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✅ More than 40 people involved and 15 teams engaged, including product, technology, and operations
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✅ More than 100 roadmap items delivered on schedule, including new initiatives
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✅ Significant improvement in chatbot content performance, enabling future AI-driven projects
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✅ Exponential gains in content consistency, governance, and management, enabling greater autonomy and collaboration
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✅ Cost savings through adaptation and customization of an existing internal tool
paulo ferreira
CONVERSATIONAL AI DESIGNER
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