User Research Projects in São PauloUser Research Projects in São PauloUser journey for the FGV Undergraduate website
I led user journey mapping for the FGV Undergraduate website to improve conversion, engagement and clarity across the candidate experience. Analyzing the journey from awareness to post-registration, I identified friction points such as fragmented information and mobile usability issues. This informed UX and content hypotheses focused on centralizing admission details, standardizing course pages, highlighting key data like enrollment methods and deadlines, and strengthening storytelling through course differentiators and student experiences.
These improvements reduced cognitive load, increased confidence, and guided candidates toward enrollment, contributing to higher engagement, smoother decisions, and a more conversion-driven experience aligned with FGV’s strategic goals. 
