🏆 Impact and Achievements
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Implementation of data-driven and user-centered culture
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Team training
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Improved and strategic digital experience
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Improved customer onboarding
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Accessibility and usability optimization
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Practical validation of product and design strategies
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Planning, development and validation of product from E2E
CONTEXT AND MY ROLE
As a Volunteer Product Designer at Meditação Brasil, my journey began with the opportunity to develop the organization's website. However, my strategic vision compelled me to go further: I identified latent potential to radically optimize new member acquisition. I then assumed leadership of this digital transformation, managing over 20 stakeholders and a volunteer team toward an ambitious, common goal.
THE CHALLENGE
The NGO faced a growth bottleneck due to a manual registration process. This model not only led to the loss of potential members but also overwhelmed the team. It was in this context that I proposed a complete reevaluation of the acquisition strategy through UX, aiming to enhance the business model itself within the new website. The challenge was clear: to scale user acquisition while maintaining the organization's human essence and optimizing available resources.
THE STRATEGIC SOLUTION
My vision was to create an efficient, scalable, and deeply humanized digital flow, minimizing manual intervention to free up valuable resources. The organization's website became the core of this strategy, designed to awaken desire, stimulate decision-making, assist with registration, and prepare for onboarding. Our goal was to boost registrations and reduce reliance on human support.
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Respectively: Heatmap reading and survey analysis through word cloud.
DESIGN VISION AND EXECUTION
To guide the project, I adopted a data-driven, user-centered approach. The main techniques that underpinned our decisions and solutions included:
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Qualitative research (interviews)
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Market and competitor analysis
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Heatmap (Hotjar) and click-analysis
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Collaborative workshops (including team training)
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Usability testing and validation with real users
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Creation of custom content (illustrations and videos)
Blog Posts on "Meditação Brasil"
SUSTAINABILITY
Additionally, I coordinated the NGO's internal content team, conducting weekly workshops to create SEO-optimized texts aimed at generating organic traffic and ensuring project sustainability without advertising investment.
Key decisions focused on an inviting digital language, without explicit sales pitches, aligned with our persona. The project was developed using low-code, ensuring the NGO's autonomy in maintenance and promoting its long-term sustainability.
FEEDBACKS!
"Daniel, I'm shocked! 😱❤️
Such beauty. So objective, clean, it makes you want to keep reading to see what's next…
If I were someone who never meditated, I'd be encouraged to start meditating. Thank you."
"I loved the website from start to finish.
The presentation and all the illustrations are great.
So, so easy to navigate!"
- Meditation Practitioners from "Meditação Brasil".
IMPACT
This journey not only redesigned the user experience, resulting in a fluid, welcoming, and highly efficient member acquisition flow, but it also fostered a fundamental transformation within Meditação Brasil.
Crucially, I led the implementation of a data-driven and user-centered culture within the organization. This was achieved through continuous workshops, where I taught basic UX and product strategy concepts, and we practiced them together as the project progressed. This approach empowered the team to make decisions based on real insights and to embed user-centered design into their daily operations.
The project is live at meditacaobrasil.org, serving as a robust platform that significantly boosts new member acquisition while simultaneously reducing manual workload and optimizing the NGO's resources, uniting digital scalability with authentic human connection.