Bruno Amorim — Resume
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Case Study
Simplify
A Wi-Fi login that swaps the password for a three-question quiz. Built as an MVP in 48 hours at a Startup Weekend, where I was the only designer on a team of eight.
30-second read
Context
The first Startup Weekend Palhoça, 2016: 48 hours to take an idea to a working product.
Role
The only designer on a team of eight — name, logo, research, prototypes and pitch.
What we built
A quiz that replaces the Wi-Fi password
Customer taste data for the venue owner
An MVP running on the event's own Wi-Fi
Outcome
Third place and six months of mentoring. The project lasted eight months.
The weekend
One designer, seven teammates, 48 hours
At a Startup Weekend, participants pitch ideas and vote for the ones worth building. I voted for an idea I found viable and useful — then still called WiFeed — and ended the first night in its team: three people on the business side, four developers, and me as the only designer.
That meant owning everything visual and everything about the experience: the name Simplify, the logo, the research, the prototypes and the pitch deck.
Problem
Two sides of the same Wi-Fi
We framed the problem for both people involved in a café or bar's Wi-Fi:
- "We want to simplify the way people access Wi-Fi networks every day."
- "We want a way to bring something back to owners who offer Wi-Fi."
Research
Passwords were making people leave
We turned our three hypotheses into a short form shared in local communities and social networks: is Wi-Fi relevant when choosing a place for a coffee? Have you had trouble connecting? Have you stopped connecting because of it?
Most people said yes to all three. Complicated passwords and busy staff were making customers give up on the Wi-Fi — and spend less time in the venue.
We also looked at the closest existing solution: Wi-Fi in exchange for a check-in on Facebook. The people we asked were not comfortable publishing their location just to get online. That was our opening.
Ideation
As simple as it could possibly be
We agreed on an extremely simple first version that could be validated as an MVP. I sketched it on paper as three screens, each with one job:
- Welcome — no text beyond explaining the process, and a clear sign of how many steps are left
- Questions — editable by the venue owner, so each place asks what it wants to know
- Thank you — and straight to the internet
Validation
From paper to a working MVP in one weekend
I turned the sketches into a high-fidelity, animated prototype in Sketch and tested it with real users. Once it was validated, the developers built it — and we ran the first version on the Startup Weekend's own Wi-Fi network.
Behind the quiz, the owner gets the answers as data: the results screen shows, for example, customers' music preferences over time.
Outcome
Third place, and eight months of trying
After 48 hours we pitched to the judges and won third place, with six months of mentoring as the prize.
Simplify stayed alive for eight months. We tried to sell it and to build a better experience, but it did not become a business. It was where I first designed a product end to end — from a vote on a Friday night to something real people used.
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