The Hotmart app’s home was cluttered with carousels, overwhelming users and hiding key areas like Purchases and Communities. Poor navigation and unintuitive UI frustrated users, as reflected in app reviews, while also limiting marketplace growth opportunities.
We redesigned the post-purchase flow with a confirmation screen, deep links, and improved onboarding, making access faster and clearer. This cut support tickets by 35%, raised CSAT by 15 points, and boosted early engagement with purchased content.
Discovery & Insights
Pain points from users:
Couldn’t easily access recent purchases or communities.
Felt overwhelmed by a “wall of carousels.”
Reported in reviews that the app was “confusing,” “poorly designed,” and “not intuitive.”
Business signal:
Communities and Club sales represented 12.9M GMV in the last quarter (desktop + responsive). Bringing this experience to the app meant direct growth opportunity.
Solution Design & Prototyping
Key UX decisions:
Tab Bar navigation: always visible, grouping key sections of the app.
Content organization: purchases, communities, marketplace, and profile became first-level access.
Customization & scalability: enabled new areas and features to be added consistently.
Alignment with brand: more modern, intuitive structure matching Hotmart’s positioning as a market leader.
Testing & Iteration
Usability tests with 10 users:
Prototyped workflows to validate the discoverability of Shopping and Communities. All users were able to complete the tasks.
Usability testing confirmed a reduction of up to 30% in access time and greater clarity in the app structure through a CES survey.
Follow-up validation:
Monitored CSAT and support tickets for 14 days post-launch.
No regression in desktop experience or payment flow.
Results & Metrics
Key metrics tracked:
Access rate to Communities (↑ expected)
Access rate to Purchases (↑ expected)
Reduction in support tickets about navigation.
Increase in session time and app retention.
Improved ratings on iOS/Android stores.
Business impact projected:
+3.1M GMV/year from marketplace access (raising annual traffic-driven GMV from 6.3M → 9.4M).
Increased engagement in Club communities through feed access.
My Role
I led the product vision and UX strategy, driving the navigation redesign end-to-end:
Conducted research and synthesized user pain points.
Defined IA and interaction flows.
Prototyped and tested with users.
Managed stakeholder alignment and rollout plan.
Delivered visual/UI design for the new Tab Bar navigation.
Conclusion
The Tab Bar reframing simplified navigation, reduced friction, and unlocked growth opportunities. By turning a cluttered, overwhelming home into a clear entry point, we improved usability and perception while setting the foundation for future app scalability.
