Design that Dives into the Mind

The Problem

The valet management system was the company’s worst-performing product.
Users preferred paper and pen, claiming that the digital system was slow, confusing, and difficult to use.

Research & Discoveries

Together with the product manager, we conducted:

• Usability tests in the real work environment
• Interviews with end users
• Mapping of main friction points

Main discoveries:

• The flows did not reflect the real routine
• The interfaces caused doubts in simple steps
• The technology hindered more than it helped

The Solution

I redesigned the system from scratch focusing on:

• Simplification of flows
• Clarity in actions: the next step always visible and intuitive
• Adaptation to work reality: fewer clicks, more agility

Each screen was validated with users and adjusted based on iterative tests.

Results

• Product became one of the top 3 best-selling in the company
• Average revenue per customer increased from R$2 to R$20 per day
• Number of customers requesting the solution tripled

The Challenge: 

Transform a cluttered, early-2000s-style nonprofit website (think “MySpace vibes but with parrots pictures“) into a modern, user-friendly hub that drives engagement—not sales—for a Brazilian cultural nonprofit run by busy parents.

The Main Idea

• Problem: The old site was a maze of dead links, crowded text, and outdated design, creating a “Horn Effect” bias (where one flaw makes everything feel broken).
• Solution: A clean, joyful redesign focused on storytelling and community impact. Used playful-but-professional visuals, Brazilian pride, and subtle psychology to nudge visitors toward volunteering, buying merch, or sharing PIPA’s mission.
• Outcome: A website that feels like a warm abraço (hug) from Brazil, minus the chaos.

The Steps

1. Declutter Therapy: Axed the “everything but the kitchen sink” approach. Prioritized clear messaging: Who is PIPA? What do they do? How can I help?
2. Homepage Hero: Made the homepage a storytelling canvas—bold Brazilian colors, friendly rounded fonts, and a hero image of a kid (adorably) staring at the CTA to subconsciously guide attention.
3. E-Commerce Lite: Kept the merch section simple (thanks to the platform’s rigid builder) but added playful touches like sketched paper textures to mimic kids’ doodles.
4. Brazilian Flair, No Kitsch: Balanced cultural pride with professionalism. Think “Carnival confetti meets a PTA meeting.”

The Challenges

• “Make It Fun, But Not Too Fun”: Moms are the main audience—needed warmth without infantilizing. Solution: Rounded fonts + sketch textures = playful but trustworthy.
• Tech Tantrums: The platform’s builder had the flexibility of a brick. Worked around limitations by focusing on what could be customized (homepage, visuals).
• Donations? Maybe Later: Legal hurdles forced donations to the back burner. Instead, highlighted volunteering and merch with CTAs like “Support Us, Get a T-Shirt!”

Final Thoughts

This redesign wasn’t just about ditching dead links—it was about turning a digital maze into a welcoming “portal to Brazil” for busy parents. And hey, if that kid in the hero image gets just one more person to help? Mission accomplished. 🇧🇷✨

Introducing Livvie, a robust community management software featuring 15 products and counting, including a Visitor Management System, Amenity Management, and Package Module.

🎨 From White Page to Wow: The initial homepage version fell flat, earning the playful moniker ‘the page of white.’ Determined to enhance it, my colleague Sabrina Mariano and I undertook a redesign.

🔧 HubSpot Challenge: Crafting Livvie’s institutional website on HubSpot posed a true challenge. While HubSpot excels as a CMS platform, its limitations for website construction required innovative workarounds.

🎯 Target Audience: Livvie’s primary users, Community Management and board leaders, demand a serious and trustworthy platform. The website showcases Livvie’s credibility with a portfolio boasting luxury clients and success stories while maintaining a modern and sober visual identity befitting a tech company.

🎨 Modern & Sober Design: Leveraging Livvie’s blue and white color scheme, the design features multiple calls to action strategically guiding potential clients to the contact page and product details.

📥 Direct Downloads: The download pages are streamlined to ensure users stay focused. The same principle applies to contact pages and privacy policies – straightforward and distraction-free.