GOL + Smiles
Unifying and improving the experience for over 26 million users
Client
GOL Linhas Aéreas
Smiles
ROLE
UX, UI
Delivered
2025
Millions of customers relied on two completely different account systems across GOL and Smiles. Different credentials, different user journeys, different visual languages and separate account management experiences made authentication increasingly complex while limiting future product evolution.
As part of one of the company’s largest digital transformation initiatives, I helped redesign the entire identity experience, from login and registration to password recovery, profile management and multi-factor authentication, while creating a unified experience capable of supporting both brands under a shared design language.
Over the course of more than two years, I led the project end to end, through research, usability testing, UX strategy, visual design, illustration and motion design across every step of the way.
#iurycases
"Is it possible to merge two mature digital products without making millions of users start over...?"
What began as a simple job of redesigning a single sign-in page became the convergence of two independent ecosystems into a single identity platform. Besides simplifying authentication, we needed to reconcile different account models, password rules, customer journeys, backend constraints and visual identities while preserving familiarity for existing customers.
At the same time, the new experience had to become the foundation for future products shared between GOL and Smiles.
It is possible!
And this is how we did it...
First we build the foundation. One of the biggest challenges was creating a unified experience for two well established digital products, so rather than combining existing interfaces, we designed a shared foundation capable of supporting authentication, account management and future cross-brand experiences while preserving familiarity for our customers.
Then we simplify complex journeys. A key objective was reducing friction throughout the authentication experience, and by rethinking how users entered and progressed through authentication flows, we created a more adaptive experience that reduced unnecessary decisions and helped guide people to the right journey with less effort.
Security matters. Improving account security was another major goal of the project. Through user research and iterative design, we helped introduce an authentication experience that strengthened security while keeping the process intuitive for customers.
Results
The project was an absolute hit, enpowering both companies business and brand strategy while simultaneously improving security, revenue and customer satisfaction.
We’ve also managed to deliver a unified authentication experience across GOL and Smiles, creating a scalable foundation for future cross-brand products, establishing a shared identity design language, improving customers’ perception of account security, reducing fraud prevention costs and enabling better product analytics.