Stoodi was scaling its core learning product during a period of rapid growth and repositioning, serving high school students preparing for Brazil’s university entrance exams (ENEM).
While adoption was strong, the learning experience had not evolved at the same pace. Key flows were fragmented, the study experience lacked consistency, and decisions were often reactive to short-term demands rather than guided by a cohesive product vision.
I joined to lead design during this phase, with responsibility for the core learning experience. My role combined hands-on product design, experience strategy, and the creation of scalable design foundations to support both product and team growth.
Students struggled to maintain consistent study habits over time.
While the experience worked at a surface level, it wasn’t motivating, adaptive, or supportive enough to sustain engagement throughout the school year.
From a business perspective, this resulted in declining engagement signals and limited leverage from the core product during the retention and growth phases. The Study Plan — a critical feature in the learning journey — was underused and failed to drive long-term value.
From a delivery standpoint, the lack of a shared experience vision led to fragmented decisions, making it difficult to evolve the product consistently.
To understand why engagement consistently dropped throughout the year, we ran a discovery phase combining quantitative and qualitative research.
The goal was to move beyond surface metrics and uncover the behavioral and emotional drivers behind student drop-off.
Quantitative responses
User interviews
Behavioral segments
Students generally knew what they needed to study. What they struggled with was navigating the volume of content, time constraints, and available resources.
What they were actually looking for wasn’t more content, but structure, guidance, and a sense of control over their routine.
Based on the discovery insights, we reframed the Study Plan from a static schedule into a core product experience.
Instead of a rigid, one-size-fits-all timeline, the Study Plan became an adaptive system — helping students stay oriented, motivated, and confident throughout the school year.
The shift was from asking students to “keep up” to actively supporting them when they fell behind — the most common moment of disengagement.
The experience begins by understanding each student’s context. Instead of a generic plan, the setup flow captures goals, constraints, and preferences — such as exams, available time, and focus areas — to generate a plan that feels personal from the first interaction.
This step sets expectations and builds trust, showing that the plan adapts to the student, not the other way around.
After configuration, the Study Plan is presented as a weekly structure.
Content is organized by knowledge areas, with clear progress indicators and a consistent rhythm that helps students focus on what matters now — not everything they need to study until the end of the year.
By shifting from a long-term schedule to short, achievable cycles, the plan reduces overwhelm and reinforces a sense of progress.
Inside each topic, lessons and exercises are tightly connected.
Video classes, practice questions, and immediate feedback work together to support learning and confidence, helping students understand where they made mistakes and how to move forward.
The experience was designed to encourage continuity and motivation, turning the Study Plan into an active learning tool — not just a checklist.
To evaluate the impact of the redesigned Study Plan, we tracked key engagement, conversion, and learning outcome metrics over time.
The goal was to understand whether turning structure into a core product capability translated into sustained usage, stronger retention, and real learning results.
Post-trial conversion
Alongside the Study Plan redesign, I focused on building the foundations to scale design as a strategic capability.
Design system foundations
Established the initial design system to ensure consistency, speed and quality across core learning experiences, supporting scale without fragmenting the product.
Team structure & rituals
Defined roles, responsibilities and working rituals that improved alignment with product and engineering, enabling clearer ownership and more effective collaboration.
People development
Led and developed a team of 6 designers through coaching, feedback and hands-on collaboration, increasing autonomy, ownership and confidence in decision-making.
