Hotmart was losing creators to external platforms with more modern, Netflix-like experiences. The old Club’s lack of visual appeal and customization hurt engagement, so the Netflix Experience was created to recover GMV and reposition Club as a competitive, flexible solution.
Solution: We introduced a Netflix-inspired redesign of Hotmart Club with a customizable home, visual content covers, personalization options, and features like “Continue Watching” to create a modern, engaging experience that retained key creators, improved student engagement, and recovered GMV.
Discovery & Insights
Research with creators and students revealed:
Difficulty organizing content on the Club homepage.
Inability to visually highlight modules and learning paths with images.
Limited customization (themes, colors, layout).
Frequent comparisons with competitors offering a more “Netflix-like” experience.
Key pain points identified:
“There’s no showcase-style space to display my products.”
“I wish it looked more like Memberkit — with covers and more visual appeal.”
“I’m stuck with the default template. I want more flexibility.”
Strategic Hypotheses
The new experience will retain medium and large creators, driving GMV recovery above 75%.
Creators from the old Club will migrate to the new Club with the Netflix Experience, improving adoption and perceived value.
Implemented Solution
As Design Lead for Hotmart Club, I coordinated designers across B2B and B2C fronts in a collaborative and comprehensive discovery process. I structured the strategy using the 3-PAGES format and ensured continuous alignment with stakeholders through to rollout.
Key deliveries of the new experience:
Homepage with editable sections, carousels, and multimedia banners.
Customization of colors, light/dark themes, and microinteractions (hover).
Immersive display of learning paths, modules, and products.
Consumption components like “Continue Watching” and “My Purchases”.
Mockups & Navigation:
Results & Metrics
Key metrics tracked:
Success 1: % of medium/Large creators actively using the Netflix template.
→ Current baseline: 85%Success 2: % of creators who migrated from the old Club to the new one using the template.
→ Current baseline: 75%Overall Control Metric: CSAT with the Netflix template (vs. without)
→ Current baseline: 90%
Impact
Projected reduction in churn among Large/Mid creators.
Increased adoption of the Club as the main membership platform.
Competitive alignment with the visual experiences of external platforms.
Conclusion
The Netflix Experience on Club wasn’t just a redesign — it was a strategy for retention, perceived value, and reconnection with content creators. We built a product that shows, engages, and performs — no PDFs, no lengthy introductions, just delivering what matters.
