Toda Matéria Plus: Helping Students to achieve a Higher Education
Product Design
Pedro Diniz and David Afonso
Pedro Diniz and David Afonso
Product Management
Patrícia Monteiro and Tiago Costa
Patrícia Monteiro and Tiago Costa
Editorial
Luís Cabral and Tâmara Wink
Luís Cabral and Tâmara Wink
Marketing
Tâmara Wink
Tâmara Wink
Tech
Alexandre Santos and Gonçalo Duarte
Alexandre Santos and Gonçalo Duarte
Overview
Toda Matéria, one of the largest education platforms in Brazil, expanded its reach by launching a subscription service, Toda Matéria+.
The service offers exclusive features and an ad-free experience, designed to support students pursuing higher education in Brazil.
The service offers exclusive features and an ad-free experience, designed to support students pursuing higher education in Brazil.
Problems & Goals
Since Toda Matéria main focus was free content, there was a lot to change and communicate. The main challenges were:
01. PaaS Model Incompatibility: The existing layout and content structure were not optimized for a PaaS model.
01. PaaS Model Incompatibility: The existing layout and content structure were not optimized for a PaaS model.
02. New Service Communication: Effectively introducing and explaining the value proposition of the new paid service to users.
To address these problems, our objectives were:
01. UI Update & New Page Design: Integrate new service references into the existing UI and design dedicated Plan and Checkout screens.
02. TodaMatéria+ Promotion: Develop a distinct visual language for the premium service, including banners and communication assets.
03. User Experience Streamlining: Create an intuitive and easy-to-use checkout flow alongside a robust subscription management system.
To address these problems, our objectives were:
01. UI Update & New Page Design: Integrate new service references into the existing UI and design dedicated Plan and Checkout screens.
02. TodaMatéria+ Promotion: Develop a distinct visual language for the premium service, including banners and communication assets.
03. User Experience Streamlining: Create an intuitive and easy-to-use checkout flow alongside a robust subscription management system.
My Role
My responsibilities spanned strategic research, solution design, and ensuring successful implementation.
01. Discovery & Research: Benchmarked various PaaS platforms to identify best practices for subscription services.
02. Design & Content: Design and document the new visual identity of the premium service. Prototype and validate critical user flows, including checkout, subscription management, and a dedicated plan comparison page. Copywriting was refined in collaboration with marketing and editorial teams for a cohesive user experience
03. Handoff & Follow up: After aproval, alignment was maintained through daily syncs with the tech team, ensuring design integrity furing implementation.
01. Discovery & Research: Benchmarked various PaaS platforms to identify best practices for subscription services.
02. Design & Content: Design and document the new visual identity of the premium service. Prototype and validate critical user flows, including checkout, subscription management, and a dedicated plan comparison page. Copywriting was refined in collaboration with marketing and editorial teams for a cohesive user experience
03. Handoff & Follow up: After aproval, alignment was maintained through daily syncs with the tech team, ensuring design integrity furing implementation.
What was done & Decision Process
Branding & Visual Language
A new logo was designed for Toda Matéria Plus. Leveraging the existing Toda Matéria color system, service colors were defined to ensure premium characteristics for all communication assets and CTAs, making them stand out on the website.
Plan & Checkout Experience
Following landing page best practices, the plan page was designed to clearly highlight the benefits of both free and paid plans.
Presenting the free plan was crucial to incentivize user registration and access to the student area, providing valuable data and additional features.
Checkout screens were designed with simplicity and objectivity in mind, referencing industry best practices. At the time of development, Pix was the sole payment method available.
Presenting the free plan was crucial to incentivize user registration and access to the student area, providing valuable data and additional features.
Checkout screens were designed with simplicity and objectivity in mind, referencing industry best practices. At the time of development, Pix was the sole payment method available.
Subscription Management
Options for subscription management were integrated into the student area, allowing users to easily control their premium service.
Outcomes
1600 New subscribers in 30 days (october,2024)
40k New registered users (october,2024)
1600 New subscribers in 30 days (october,2024)
40k New registered users (october,2024)