HSM Experience

Designing a product for the biggest education corporation in Brazil.




HSM is the biggest corporative educational platform in Brazil, developing people and organizations to achieve success, offering exclusive content from great management professionals.





Lead Product Designer | Sprinklr
Product Thinking, Information Architecture, Interaction, Visual Design, Prototyping & testing

Team: 1 Designer, 1 Product Manager, 1 Tech Lead

Abr - Jun 2020

The Challenge

The HSM experience started as a browser platform, made up of a lot of random content and of difficult navigation among distinct contents. Like that, turning out to be an awful product to use, with no focus on the user's necessity.

The biggest challenge was to create a product that motivated the user to use it more frequently, with architecture and interface

I was responsible for all the UX work and the design to make the project come to life. I was working directly with the stakeholder and the squad, which consisted of a product manager and a tech lead.

Initial Research

Initially, it was made a research about the HSM experience, to understand the product as of today and what it would turn out to be later. For that, I mentored a UX Business Canvas session directly to the stakeholders.

After understanding the business, a competitive analysis was held to understand who are the biggest competitors in the current market and its services strategies. Making use of that analysis I could identify the strengths and weaknesses of each competitor and then create a unique and complete product, holding a new market strategy.

User Research

Due to our need to understand the necessities of the users, I discovered there are four profile types to analyze. With that I elaborated a hybrid questionary, that consisted of open-ended and multiple-choice questions, that were sent out to the strategic users that were set in those designated profiles, then there were interviews for qualitative research.

I selected the insights and gathered them in issues, necessities, and ideas sections to get a better view of all the users' feedback.

I facilitated a session of User Journey Map, along with the squad and the stakeholders, for us to understand the users' problems based on the research results so we could define a solution to the issues.


The users didn't understand where to begin and felt completely lost on the website whenever they opened a video and it came up to be 40 minutes or even longer. That resulted in the users giving up because they didn't have that much free time to consume the content available and like that they would search for other media such as podcasts or shorter videos.

So I designed a mobile app that offers relevant content to the user with goals definitions, credit gain to be exchanged for courses, ebooks, exclusive content among other features. The users can also create articles and trails that can be sent and evaluated by the HSM team to then be published in the app and shared with friends. Yes! The app turned out to be a local social media where the user's company's collaborators could follow each other and exchange knowledge.


What I learned

Sometimes the project is bigger than what's in the brief. When the users' researches started, new insights appeared and new features were needed to solve the issues. Because of that, changes were made in the company's business to meet our clients' needs.


Let's work together

If you have a website or mobile app idea in mind or you need some advice about product design, feel free to contact me.