Parceiro da Construção, 2021
Experiments that increased certifications by 8% on a learning platform
As the sole designer, I led the project from discovery to delivery through rapid experimentation. I collaborated closely with the data analysis team to identify user behaviour patterns and validate impact post-launch.
Team: 1 Product Owner, 1 Data Analyst, 2 Engineers
Project summary
Challenge
Product data showed a noticeable drop in course completion and certification rates, the key indicators of retention and user success. User interviews revealed the root causes: students couldn’t easily find their in-progress courses, and many abandoned them out of frustration.
Solution
Two targeted design experiments: (1) improved visibility of in-progress courses to encourage completion, and (2) clearer course descriptions to set expectations before enrolment.
Impact
+8% course certifications
In the first 30 days after launch, students completed more courses after gaining visibility into their in-progress content.
40% faster completion time
Course completion time dropped from 30 to 18 hours, confirming reduced friction in the learning experience.
The design problem
Interviews revealed two distinct patterns. Returning students couldn't locate their in-progress courses — the listing made no distinction between new, started, and completed content, forcing them to scroll through the full catalogue each time. Meanwhile, new students had no way to preview course content before committing, leading to mismatched expectations and early drop-off.
Others struggled to choose new courses, as the content wasn't clearly communicated before enrolment, often requiring them to watch multiple videos just to understand what a course offered.
Design experiment 1
To reduce course abandonment and improve completion rates, I introduced a dedicated “In Progress” section that gave students immediate access to courses they'd already started, removing friction and encouraging them to re-engage.
Design experiment 2
To further improve completion rates, I added short course descriptions to the course list, helping students understand the content before enrolling and reducing guesswork about what to study next.
Outcomes
+8% course certifications
In the first 30 days after launch, students completed more courses after gaining visibility into their in-progress content.
+40% faster course completion
Time to finish a course dropped from 30 to 18 hours in the first 30 days, confirming reduced friction and improved clarity.