Hotmart Club was losing ground. Medium and large creators — the ones responsible for the bulk of GMV — were migrating to external platforms that offered a more visual, flexible, Netflix-like experience. The old Club was functional, but it felt dated: no cover images, no customization, no sense of a branded space creators could be proud of.
The stakes were clear: retain the creators, recover the GMV, and make Club the platform of choice again.
Discovery & Insights
Research with creators and students surfaced consistent frustration — not with the content, but with the experience around it.
Creators said:
"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."
Four patterns emerged from the data: difficulty organizing content on the homepage, inability to visually highlight modules and learning paths, limited customization (themes, colors, layout), and frequent unfavorable comparisons with competitors.
The business signal was unambiguous: Communities and Club sales represented 12.9M GMV in the last quarter on desktop alone. The opportunity wasn't just retention — it was growth.
Strategic Hypotheses
Two hypotheses guided the work:
A more visual, customizable experience would retain medium and large creators and drive GMV recovery above 75%.
Creators from the old Club would migrate to the new experience, improving adoption and perceived value.
Implemented Solution
The new Club introduced a fully customizable, visually immersive experience:
Editable homepage with carousels, sections, and multimedia banners
Customization layer with colors, light/dark themes, and hover microinteractions
Immersive content display for learning paths, modules, and products
Consumption components including "Continue Watching" and "My Purchases"
The design gave creators a space that felt like theirs — and gave students a consumption experience closer to the platforms they already loved.
Mockups & Navigation:
Results
Metric | Result |
|---|---|
Template adoption — mid/large creators | 85% |
Migration from old Club | 75% in 90 days |
CSAT with Netflix template | 90% |
What this taught me
The biggest design challenge here wasn't the interface — it was convincing stakeholders that "good enough" wasn't enough anymore. The research made the case, and the results validated it. When you tie design decisions directly to business risk, the conversation changes.
