The Hotmart app had a navigation problem hiding inside a growth problem. The home screen was a wall of carousels — visually overwhelming, structurally flat, and burying the areas users needed most: Purchases, Communities, and Club. Users couldn't find their content. They couldn't access their communities. And for Hotmart, that meant a significant GMV opportunity sitting locked behind poor information architecture.
The data made the case: Communities and Club sales represented 12.9M GMV in the last quarter on desktop and responsive. The app wasn't capturing its share — not because of demand, but because of navigation.
Discovery & Insights
Users made the frustration clear in app reviews and interviews:
"Couldn't easily access recent purchases or communities."
"Felt overwhelmed by a 'wall of carousels'."
"The app is confusing, poorly designed, and not intuitive."
The pattern was consistent: the problem wasn't content — it was access. The most important areas of the app were effectively hidden.
Business signal:
Signal | Data |
|---|---|
Communities + Club GMV (desktop/responsive) | 12.9M last quarter |
App share of that GMV | Significantly lower |
Opportunity | Bring the full experience to mobile |
Solution
The redesign introduced a persistent Tab Bar navigation — a structural change that made key areas always visible, always one tap away:
Tab Bar replacing the carousel-heavy home as the primary navigation
First-level access to Purchases, Communities, Marketplace, and Profile
Customization & scalability enabling new areas to be added consistently over time
Visual modernization aligning with Hotmart's positioning as a market leader
The logic was simple: if something is important enough to exist, it should be impossible to miss.
Testing & Iteration
Usability tests with 10 users validated the navigation redesign:
All users successfully completed tasks related to accessing Purchases and Communities
Access time reduced by up to 30% (confirmed via CES survey)
Greater perceived clarity in the overall app structure
Post-launch monitoring ran for 14 days. No regression in desktop experience or payment flow.
Results
Metric | Impact |
|---|---|
Access time reduction | −30% |
Support tickets — navigation-related | −35% |
CSAT | +15pp |
Projected GMV uplift | +3.1M/year (annual traffic from 6.3M → 9.4M) |
What this taught me
Navigation is strategy. Every structural decision about what's visible and what's hidden is a business decision in disguise. Making Communities and Purchases first-level access wasn't just a UX improvement — it was an argument about what Hotmart's app was for, and who it was built to serve.
