After a technical platform renewal and the launch of a new app, the existing website no longer represented the product and began limiting conversion and commercial communication.
The challenge was to translate a complex service, including catalog depth, licensing, access models, and institutional contracts, into a simple, attractive, conversion oriented experience without losing technical credibility.
Benchmarking against streaming and digital reading platforms revealed a central insight:
“Users already understand the streaming consumption model. The barrier was overly technical educational language.”
By simplifying the narrative and structuring the experience around catalog discovery, perceived complexity dropped consistently without changing the product itself.
The strategy defined:
Approaches focused only on technical descriptions were discarded, as they maintained cognitive barriers to conversion.
With the strategy defined, the work included:
The work considered catalog expansion and new offerings, ensuring a foundation for growth.
Hypotheses were validated through:
Testing confirmed stronger product understanding and smoother navigation, especially for new users.
The project reinforced a core insight:
Perceived value sustains acquisition as much as the product itself.
By aligning language, navigation, and commercial positioning, the platform began communicating its value directly to decision makers and end users.
This experience strengthened my work in B2B2C products, using design as a lever for acquisition and positioning.
