MyLines App: performance and inclusion
The MyLines App is a strategic touchpoint for the relationship between Lines and the people who use its products. Over time, the app has supported multiple brand initiatives and has seen both its content and user expectations grow.
20tab led the complete rewrite of the app and the development of the back office, creating a modern and scalable ecosystem that now enables new initiatives, improves the quality of the user experience, and allows teams to operate with greater autonomy and speed.
Client
Fater
Industry
Personal care
Year
2025
The initial situation
Before our intervention, MyLines was already a well-established point of reference for the relationship between the brand and its users. As the app’s functionality and objectives expanded over time, it became necessary to move toward a full rewrite to better support its future evolution.
The Lines team had clear objectives: strengthen the app as an engagement tool, simplify the work of internal departments with a dedicated back office, and improve the overall quality of the user experience. Added to this were time constraints related to already planned initiatives and the need to coordinate multiple internal stakeholders - IT, marketing, legal - and external vendors.
The challenge was not only technical: it required a strategic vision capable of aligning business needs, product goals, and technological requirements, building on what had already been achieved and preparing the ground for future development.
Offering
Product Strategy
Product Development
UX/UI Design
Accessibility
Implementation activities
The project began with a phase of analysis and alignment: user story mapping, flow definition, prototyping, and continuous validation. These activities allowed us to build a clear and shared roadmap together with Fater, always maintaining a balance between revising the existing system and developing new features.
The rewrite of the app and the back office was designed to ensure stability, performance, and accessibility. In parallel, we improved various aspects of the user experience, reducing inconsistencies and introducing progressive enhancements without disrupting the functional roadmap.
The entire process was based on constant collaboration: weekly meetings, mockup reviews before development, shared test cases, and dedicated moments for managing organizational complexities. The presence of multiple stakeholders - with structured approval cycles - was addressed by defining clear rituals and using tools that streamlined communication and decision-making.
Tools and Practices
User story mapping
Customer journey map
User flow
Wireframe
Goal Tree
Final result
The new MyLines App is a more solid, faster, and reliable product. The complete rewrite improved stability and performance and enabled the introduction of strategic initiatives such as missions, as well as a back office that allows internal teams to work independently, access useful information, and manage content without relying on developers.
The client can now benefit from:
- Greater operational autonomy: the Marketing and Customer Care teams can access and manage user information directly from the new back office, enabling them to provide support more efficiently.
- A stable and accessible experience: the rewrite improved performance, consistency of use, and compliance with accessibility principles.
- Cross-team coordination: 20tab took over project governance to establish a shared roadmap and new validation processes. This orchestration made collaboration between marketing, IT, legal, and external vendors smoother, more productive, and more effective.
The release of the new app is not the end of the journey: together with Fater, we have initiated a process of continuous evolution, with iterative improvement cycles and constant monitoring of the user experience.
Lessons learned
This project confirmed that even a primarily technical intervention can generate strategic impact and immediate value for both users and the organization when approached with iteration, continuous co-design, transparent alignment with the client, and a focus on both user experience and internal operations.
Restructuring a complex platform doesn’t just mean solving technical issues, it means creating the conditions to innovate faster and reduce future development costs.
