Jusbrasil operates at massive scale, serving over 30 million people every month across three distinct audiences.
Individuals navigating legal uncertainty, often under stress, with low domain knowledge and high emotional load.
Legal professionals relying on speed, precision, and depth of information as part of their daily work.
And enterprise customers consuming legal data at scale, with strict requirements around reliability, compliance, and performance.
These audiences coexist within the same platform, creating constant trade-offs between accessibility and depth, conversion and credibility, scale and trust.
At Jusbrasil, growth was never just a conversion problem. The core challenge was scaling usage and revenue without undermining trust in a product operating in a sensitive legal domain.
Users often arrived under stress, with limited legal knowledge and high emotional load. Small misunderstandings around pricing, access, or subscriptions could quickly turn into frustration, support demand, or reputational risk.
At the same time, the business depended on monetization strategies that needed to perform at scale. The challenge was to drive growth responsibly, balancing performance with clarity, transparency, and user confidence across a multi-sided platform.
As Product Design Manager, I led design across growth, monetization, and trust-related initiatives in a complex and regulated environment.
I was responsible for:
Leading and developing the design team across critical user journeys
Defining priorities across acquisition, subscription, and account management
Supporting design decisions in high-risk flows such as identity, pricing, and payments
Maintaining design quality and consistency under scale
Decision-making at Jusbrasil relied on continuously reading signals across the system rather than isolated research cycles. Discovery was structured around three complementary pillars that connected user behavior, operational data, and product decisions.
1. Recurring ticket analysis
I partnered with Customer Support and CX to establish a continuous process for analyzing support tickets, cancellations, and external complaints. Monthly cross-functional reviews helped identify patterns, root causes, and emerging risks. These insights were translated into shared dashboards and used to inform prioritization, especially in monetization and critical flows.
2. Continuous user research
We implemented an ongoing research cadence combining exploratory and validation studies, integrated into the product cycle. Research sessions were open to cross-functional teams and supported by a centralized repository. This reduced reliance on assumptions and helped validate high-impact decisions before build.
3. Journey mapping as a shared decision tool
Journey maps evolved into living artifacts that connected research insights, support data, and product hypotheses. They were used to align teams, surface trade-offs, and communicate priorities clearly across product, design, and leadership.
Together, these signals enabled informed decisions under uncertainty, allowing the team to identify risk early, prioritize effectively, and move forward without waiting for perfect information.
KEY INITIATIVE 01
Context & signal
As Jusbrasil scaled its subscription business, recurring signals from support tickets, cancellations, user research, and journey analysis pointed to the same issue: monetization problems were often rooted in gaps in communication over time.
Users frequently converted without fully understanding plans, recurrence, or what would happen next. These misunderstandings surfaced later as early churn, billing-related support requests, and trust erosion.
The decision
Instead of treating emails and in-product messages as reactive support artifacts, we reframed communication as a core product surface.
The decision was to design a structured communication lifecycle aligned with key moments of the subscription journey — from sign-up and onboarding to billing, plan changes, and cancellation — focused on clarity, expectation-setting, and consistency.
Each communication touchpoint was intentionally designed to make pricing, recurrence, and access explicit, prepare users for what would happen next, and reduce surprise and ambiguity at critical moments of the subscription journey.
↓ 15%
churn in the first billing cycle
↓ 29%
subscription-related tickets
↑ 14 p.p.
in NPS related to clarity and transparency
* 6 months post-rollout (new subscriber cohorts, N > 30k messages)