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Application Website

Challenge

To transform an obsolete portal into a captivating digital experience for adolescents and young adults, with the goal of increasing applications for the university entrance exam.

My Role

Usability Research, Information Architecture (IA), Interface Design (UI Design), and Conversion Rate Optimization (CRO).

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Data & Usability Analysis

Hotjar and Google Analytics reports revealed navigation bottlenecks, areas of user disinterest, and opportunities for content optimization.

Results

The 2025 entrance exam recorded the highest number of applicants in 10 years. This result was highly satisfactory to the university, which then requested a similar version of the portal for its Distance Learning courses, which was later incorporated into the main website.

The Campaign Alignment

A critical requirement was for the page to convey the same visual identity/idea as the ongoing campaign. This ensured the website served as a complementary step and not a contrast to the user's experience up to that point.

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