Teacher of the Year Award: Giving visibility to education professionals in Brazil
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
Luís Cabral
Marketing
Tâmara Wink , Daniela Pimentel, Paulo Stenzel and Marcelo Guaraci
Tâmara Wink , Daniela Pimentel, Paulo Stenzel and Marcelo Guaraci
Tech
Alexandre Santos and Augusto Zambello
Alexandre Santos and Augusto Zambello
Overview
Since 2022, The Toda Matéria - Professor of the Year Award aims to bring visibility and recognition to elementary and high school teachers across Brazil.
Problems & Goals
Based on user behavior from previous editions, it was clear that prize and award details were not transparent enough. This lack of clarity, combined with a high number of users abandoning the registration form, directly hindered the award's core mission to recognize quality educational initiatives.
The problem our team were trying to solve was:
01. Not enough applications: The continuation of the project was directly tied to the success of this edition, making it critical to increase the number of quality applications.
To address these challenge, the goals were:
01. Form optimization: To streamline the application process and reduce user abandonment rates.The problem our team were trying to solve was:
01. Not enough applications: The continuation of the project was directly tied to the success of this edition, making it critical to increase the number of quality applications.
To address these challenge, the goals were:
02. Boost engagement: To enhance the page layout and copywriting to clarify prize details and encourage more users to complete their registration.
My Role
I led the end-to-end design cycle, collaborating closely with Product, Marketing, and Tech teams. My responsibilities encompassed strategic research, solution design, and validation.
01. Discovery & Research: User behavior from the previous edition was analyzed using Clarity to inform the redesign. A/B tests were conducted on different page layouts to optimize engagement and conversion.
02. Design & Handoff: The landing page layout was reorganized for improved visual hierarchy and flow. Implementation was overseen in close collaboration with the technical team to ensure the design vision and quality were maintained.
03. Form Optimization: Test new solutions to achieve higher conversion rates for candidates.
01. Discovery & Research: User behavior from the previous edition was analyzed using Clarity to inform the redesign. A/B tests were conducted on different page layouts to optimize engagement and conversion.
02. Design & Handoff: The landing page layout was reorganized for improved visual hierarchy and flow. Implementation was overseen in close collaboration with the technical team to ensure the design vision and quality were maintained.
03. Form Optimization: Test new solutions to achieve higher conversion rates for candidates.
What was done & Decision Process
Optmize Landing Page
The landing page layout was reorganized for improved visual hierarchy, with key information such as prize details and award criteria made more prominent.
A/B tests were conducted for CTA placements, following best practices for high-converting landing pages (e.g., a clear value proposition, social proof, and a focused hero section) to maximize engagement and sign-ups.
A/B tests were conducted for CTA placements, following best practices for high-converting landing pages (e.g., a clear value proposition, social proof, and a focused hero section) to maximize engagement and sign-ups.
Jotform
The form was migrated from Google Forms to Jotform, enabling more advanced design and testing capabilities.
Two form styles were tested: an interactive, section-based form (Typeform style) and a traditional vertical form. The interactive version demonstrated a higher completion rate with fewer abandonments and was therefore selected for the final version.
Two form styles were tested: an interactive, section-based form (Typeform style) and a traditional vertical form. The interactive version demonstrated a higher completion rate with fewer abandonments and was therefore selected for the final version.
Outcome
3.000+ Quality registered candidates.
30 media features from specialized outlets.
30 media features from specialized outlets.