Context

BRINGING
THE APPS TOGETHER

The company’s main challenge was scaling the study horizontals, like the CAST and Questões products, which were spread across different apps. As the verticals focusing on specific areas grew, such as Estratégia Concursos, Med, Militares, OAB, and Vestibulares, maintaining multiple interconnected apps became an operational barrier and hindered the user experience, as they had to download several apps to study.

After listening to users, we identified the need to group all the features by context of use. This would eliminate legacy systems, simplify maintenance, and optimize the study experience. That’s how the Estratégia SuperApps were born.

Concept definition

VERSION OF THE FUTURE JOURNEY

To achieve our goals with the app, we started a collaborative ideation process between the business and design teams. This process allowed us to raise hypotheses and create wireframes, which served as a guide to define the user journey.

Concept definition

VERSION OF THE FUTURE JOURNEY

To achieve our goals with the app, we started a collaborative ideation process between the business and design teams. This process allowed us to raise hypotheses and create wireframes, which served as a guide to define the user journey.

Validation

CONCEPT &
USABILITY TEST LEARNINGS

After the concept test, the team recalculated the route and identified the importance of certain features, generating valuable insights from interviews and usability tests. Another round was needed to validate the adjustments and better understand what added more value to the concept prototype. From that, it became clearer how to define the MVP and structure our roadmap.

Among the features that stood out were:

Freemium access
Social login
Smart home
Continue mode
Strategic track
Objective
Dark mode
Global search

Feature

FREEMIUM ACCESS

The idea is to offer a Freemium option, allowing users to test some of the app’s features and understand its value proposition. This approach aims to generate qualified leads for the company, while also delivering relevance to the user.

The more information, the more features.

After the trial period, the user can sign up, connect via social networks, and share other relevant information, facilitating their conversion from a qualified lead to a subscriber.

Feature

SMART HOME

A smart and modular home is essential to adapt to the study verticals and horizontals, creating a personalized environment according to the user’s profile. This will allow us to offer relevant tips and targeted support for their goals.

But how? By personalizing!

It’s possible to offer a more connected and personalized experience based on the Strategic Track or relevant content identified by tags, such as news, YouTube live sessions related to the course, suggestions of people to follow, or shared content aligned with the user’s profile.

Feature

CONTINUE MODE

The home features a mini player that allows users to resume content from where they left off, whether in CAST, LDI, or the Questões. This shortcut, combined with the app menu, makes navigation smoother and more straightforward.

Users who explored this feature in the static prototype highlighted it as one of the most interesting aspects of the app.

Feature

STRATEGIC TRACK

This feature can be integrated as an exclusive resource for subscribers, especially aimed at beginners in competitive exams. Our research showed that they consider this tool essential for taking the first steps in their studies and making their journey more focused.

What users said about the track:

Feature

STRATEGIC TRACK

This feature can be integrated as an exclusive resource for subscribers, especially aimed at beginners in competitive exams. Our research showed that they consider this tool essential for taking the first steps in their studies and making their journey more focused.

What users said about the track:

Feature

THE SUGGESTION FOR THE TRACK ON THE HOME

Upon first access, the user sets their goal by defining the daily study time and the types of content/media they want to explore. Based on this information, a personalized schedule is created, organizing the day’s lessons into three stages: study, review, and validate.

Feature

THE SUGGESTION FOR THE TRACK ON THE HOME

It’s also essential to offer a pre-configured Track option, similar to the PDF content, allowing the user to personalize their study or follow a tested track from other exam takers.

Feature

CAST

Initially, the idea was just to integrate CAST, as it is, into the Estratégia Concursos platform.

However, after discussions with our Tech Head, we decided to give it a facelift, improving the design and user experience based on the feedback received about the product and migrating everything to Flutter.

Feature

ALBUM EXPERIENCE

For the album flow, we used the UI from the web version as a base, making adaptations for the app context. One of the main changes was in the way tracks were favorited. Previously, when favoriting a track, the entire album was saved. To align with the user’s expectations, we replaced the “Favorite track” option with “Favorite album", making the action more intuitive.

Validation

MODULAR SOLUTION

The solution was built with modular components, using the Coruja Design System, which allowed for easy adaptation to dark mode and other verticals, such as MED, OAB, and Vestibulares.

Scaling the design

CREATION OF THE CORUJA DESIGN SYSTEM

Together with Roger Nery, we defined the component library in Figma to accelerate the process and ensure a quality experience, regardless of flow or device. This library later evolved into the Coruja Design System, enhancing the development team's performance and ensuring navigation consistency.

The division of responsibilities was: Roger as the owner of Coruja DS Desktop and me, Nando Roldan, as the owner of Coruja DS Mobile. We used Flutter, which supported themes, facilitated dark mode implementation, and allowed adaptation for different verticals.