Rocketseat, a top EdTech company in Brazil, aimed to unify its diverse course offerings into a cohesive, navigable catalog. The existing platform was challenging to navigate, particularly as the company expanded its curriculum. My role was to create a unified user experience and align the platform with Rocketseat’s shift to a Product-Led Growth (PLG) approach. This project was essential for increasing engagement, enhancing user retention, and transitioning to a subscription model.

To address these challenges, I developed a centralized, Product-Led Growth-oriented catalog to improve user navigation and encourage exploration. This catalog became a one-stop resource for users to search, filter, and access Rocketseat’s full range of courses, making it easier for them to engage with content and discover new learning opportunities.

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Drawing from Teresa Torres’ Continuous Discovery approach, I conducted regular interviews with users, instructors, and support teams to identify pain points and collect actionable insights. This research shaped the catalog’s structure and helped me prioritize user needs in the design.

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To ensure the catalog addressed both user needs and business objectives, I organized a collaborative workshop with key stakeholders, including team members from product, design, education, customer support, marketing, and sales.

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This session provided a space to cover all aspects of the catalog’s design, functionality, and content structure. By bringing together diverse perspectives, I was able to gather insights that shaped a catalog tailored to meet our users’ needs seamlessly while aligning with Rocketseat’s strategic goals.

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This collaborative approach ensured the final product was robust, user-centered, and strategically aligned with our growth objectives.

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I prototyped early versions of the catalog, branded as “The Library”, using the current components and layout to create a quick MVP and used A/B testing to gather user feedback and validate design choices, including the feature's name. This iterative testing ensured that the final catalog design met user needs and effectively reduced navigation confusion.

I analyzed successful catalog designs across other educational platforms, focusing on content structure, filtering options, and taxonomy. This benchmarking provided a strong foundation for building a catalog tailored to Rocketseat’s unique user base.

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To make course discovery intuitive, I created a detailed taxonomy that organized courses by technology, skill level, and type. This clear structure not only helped users find relevant content faster but also facilitated future content expansions.

I designed a flexible filtering system to allow users to search by technology, skill level, and course type. This approach enhanced course discoverability, enabling users to align content selection more closely with their personal learning goals.

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Building on Rocketseat’s refreshed brand, I developed new UI components that emphasized simplicity and usability. This cohesive design allowed users to easily browse and explore course details, creating a more visually appealing and accessible experience.

The centralized catalog quickly became one of Rocketseat’s most valued features. Post-launch, user satisfaction saw a 70% improvement, as users reported a much easier experience in locating relevant content, leading to increased course enrollments and longer engagement sessions. Retention rates rose as users transitioned more smoothly between courses and expanded their skill sets across different pathways. Additionally, key Product-Led Growth metrics improved, reflecting how effectively the catalog supported Rocketseat’s new subscription-based model.

The centralized catalog quickly became one of Rocketseat’s most valued features. Post-launch, user satisfaction saw a 70% improvement, as users reported a much easier experience in locating relevant content, leading to increased course enrollments and longer engagement sessions. Retention rates rose as users transitioned more smoothly between courses and expanded their skill sets across different pathways. Additionally, key Product-Led Growth metrics improved, reflecting how effectively the catalog supported Rocketseat’s new subscription-based model.

This project highlights how user-centered design and a PLG approach can create an impactful solution that meets both business and user goals. By centralizing Rocketseat’s courses into an accessible catalog, I supported the company’s transition to a subscription model, increased user satisfaction, and established a scalable foundation for future growth in the tech education market.