NoOne.is
Client
Branding
Services
2024
In a market where digital fatigue, fragmented journeys, and short-term acquisition tactics were undermining long-term loyalty, we identified a growing disconnect between brands and the people they serve. No One needed to define a clear point of view — not just to guide clients, but to affirm its positioning as a strategic partner in service design. OUTCOME I authored the strategic narrative and led the development of a diagnostic and design framework based on 10 behavioral drivers of connection. The material helped reframe client conversations, expanded our business pipeline, and established No One as a reference in people-centered service strategy.
My Role As Head of Design at No One, I initiated and led Bring Back the Connection as a strategic effort to reframe how services could build more meaningful relationships with people. I authored the project brief and shaped the overall positioning, ensuring the research team’s insights were connected to the company’s voice and ambition in the market. I oversaw the quality of outputs and helped structure a behavioral framework around 10 key drivers of connection — turning abstract tensions into a usable tool for internal alignment, client engagement, and thought leadership. Credits Alexandre Paranaguá (Head of Design) Luisa Rosa (Research) Raquel Webber (Research) Dudu Friedrich (Visual Design) Samantha Duarte (Visual Design)
THE CHALLENGE In a world of growing complexity, economic instability, and infinite digital choice, how can brands create genuine, lasting connections with people — beyond price, product, or convenience? This project is a strategic point of view and practical toolkit created to help organizations rethink customer relationships through the lens of service thinking, emotional connection, and experience design — with the goal of improving retention, brand trust, and lifetime value. RESEARCH & STRATEGIC APPROACH We organized the work into three key movements: 1. Cultural & Behavioral Analysis We started by diagnosing shifts in consumer behavior, using sources like: • Edelman Trust Barometer • Google Brand Loyalty Study • Accenture Life Trends • CX Trends 2024 (Zendesk) • HBR, McKinsey, a16z, WEF Key findings: • 2 out of 3 Brazilians are not loyal to any brand • 88% would abandon a brand after a single bad experience • Experience leaders grow revenue 2x faster than laggards • Loyalty is built in the journey, not just the product 2. Experience Principles & Brand Gaps We identified 10 core principles of experience-led brands — grounded in service, not just communication. Each principle is paired with a real-world example (Netflix, Mercado Livre, Boticário, Madeira Madeira, Aff the Hype, Figma, Starbucks, etc.) and consumer insight. 🧩 Core principles included: • Clarity & frictionless journeys • Transparency & expectation management • Emotional resonance & community building • Omnichannel design with autonomy • Co-creation & user recognition • Purpose & positive impact 3. Strategic Framework for Action The final output is a diagnostic toolkit + playbook that helps professionals: • Map experience gaps across the journey • Diagnose churn triggers and service inconsistencies • Design services that connect emotionally and deliver operationally • Shift focus from short-term acquisition to long-term brand connection Each recommendation comes with service guidelines, behavior signals, and examples of leading practice in Brazil and globally. OUTCOME & IMPACT • A life-centric service strategy guide built for CX, product, and brand teams • Synthesized over 30 trend sources and cultural shifts • Helped organizations move from “branding” to service-as-brand • Offers a concrete framework to build relationship-based services in sectors like retail, fintech, health, and tech • Published and distributed by No One DC as part of their 2024 research capsule
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