pRODUCT DESIGN AND GROWTH

Scaling a B2B & B2C E-learning platform through End-to-End Design and CRM Automation

$140K USD in sales
200+ clients
+70% Onboarding Success
4 months
+70% Onboarding Success
4 months
pRODUCT DESIGN AND GROWTH

Scaling a B2B & B2C E-learning platform through End-to-End Design and CRM Automation

$140K USD in sales
200+ clients
+70% Onboarding Success
4 months
+70% Onboarding Success
4 months

The funnel:
from Ads to a new student.

The funnel:
from Ads to a new student.

Before the platform, there was a strategy: pay for attention, then earn the sale.
Two touchpoints, one job each — the ad earns the click, the landing earns the trust.

PAID MEDIA - COLD TRAFFIC, ON PURPOSE

PAID MEDIA - COLD TRAFFIC, ON PURPOSE

PAID MEDIA - COLD TRAFFIC, ON PURPOSE

Short-form video ads on paid social, aimed at cold audiences. One CTA, one destination: the landing page.

Short-form video ads on paid social, aimed at cold audiences. One CTA, one destination: the landing page.

Short-form video ads on paid social, aimed at cold audiences. One CTA, one destination: the landing page.

LEAD WITH THE PAIN, NOT THE PITCH
LEAD WITH THE PAIN, NOT THE PITCH
LEAD WITH THE PAIN, NOT THE PITCH
SOLUTION + URGENCY, BACK TO BACK
SOLUTION + URGENCY, BACK TO BACK
SOLUTION + URGENCY, BACK TO BACK
STATUS AS PROOF, NOT AS DECORATION
STATUS AS PROOF, NOT AS DECORATION
STATUS AS PROOF, NOT AS DECORATION

LANDING PAGE - BUILD TO CONVERT A STRANGER

LANDING PAGE - BUILD TO CONVERT A STRANGER

LANDING PAGE - BUILD TO CONVERT A STRANGER

Value proposition above the fold, expert authority to justify the price, mobile-first — since most traffic came from a phone.

Value proposition above the fold, expert authority to justify the price, mobile-first — since most traffic came from a phone.

Value proposition above the fold, expert authority to justify the price, mobile-first — since most traffic came from a phone.

CLEAR OFFER, FIRST SCROLL
CLEAR OFFER, FIRST SCROLL
CLEAR OFFER, FIRST SCROLL
EXPERT AUTHORITY, VISIBLE PROOF
EXPERT AUTHORITY, VISIBLE PROOF
EXPERT AUTHORITY, VISIBLE PROOF
DESIGNED FOR BOTH SCREENS
DESIGNED FOR BOTH SCREENS
DESIGNED FOR BOTH SCREENS


Paid ads + one landing page → $140,000 USD in sales, 200+ clients, in 4 months.

Paid ads + one landing page → $140,000 USD in sales, 200+ clients, in 4 months.

Two sales paths,
one tracking system

Two sales paths,
one tracking system

The commercial strategy ran in parallel across two tracks: a B2C Flow, with direct scheduling to a closer, pipeline tracking in GoHighLevel, and immediate payment; and a B2B Flow, with account executive assignment, institutional proposal, and bulk corporate user uploads.

LANDING PAGE

The user has their first touchpoint with the product.

QUALIFICATION FORM

The user fills out a form, and the system defines their path.

B2B FLOW

B2B FLOW

The user arrives through a tailored, institutional process.

The user arrives through a tailored, institutional process.

B2B account executive assignment → The user gets one owner, one single point of contact.

B2B account executive assignment → The user gets one owner, one single point of contact.

Institutional proposal → The user's company receives a proposal built to its exact needs.

Institutional proposal → The user's company receives a proposal built to its exact needs.

Bulk user upload → The user and hundreds of colleagues get in with a single click.

Bulk user upload → The user and hundreds of colleagues get in with a single click.

B2C FLOW

B2C FLOW

The user fills out a form, and the system defines their path.

The user fills out a form, and the system defines their path.

Closer scheduling → The user gets human contact in under 24h.

Closer scheduling → The user gets human contact in under 24h.

GHL pipeline tracking → The user stays visible in the pipeline in real time.

GHL pipeline tracking → The user stays visible in the pipeline in real time.

Direct payment → The user moves from interest to transaction, no friction.

Direct payment → The user moves from interest to transaction, no friction.

GHL AUTOMATION TRIGGER

GHL AUTOMATION TRIGGER

No matter the path, the user lands in the same system.

No matter the path, the user lands in the same system.

LMS account creation → The user's access is ready before they even ask.

LMS account creation → The user's access is ready before they even ask.

Email + WhatsApp sequence → The user gets welcomed wherever they already are.

Email + WhatsApp sequence → The user gets welcomed wherever they already are.

Live group and calendar access → The user goes from new client to community member, in minutes.

Live group and calendar access → The user goes from new client to community member, in minutes.

User flow design integrated with CRM → +30% sales effectiveness, with full traceability from landing page to close.

User flow design integrated with CRM → +30% sales effectiveness, with full traceability from landing page to close.

Inside the e-learing platform
ecosystem: Master en Ventas

Inside the e-learing platform
ecosystem: Master en Ventas

We designed the Members Area: the full e-learning platform where the entire program experience lives.

Live and recorded sessions
one-click file attachments
progress tracking
community space

200+ students across Colombia, Mexico, Peru, and Ecuador, active within a single platform.

Inside the
e-learing platform
ecosystem: Master en Ventas

We designed the Members Area: the full e-learning platform where the entire program experience lives.

Live and recorded sessions
one-click file attachments
progress tracking
community space

200+ students across Colombia, Mexico, Peru, and Ecuador, active within a single platform.

Mapping Design Decisions
to Growth Metrics

Mapping Design Decisions
to Growth Metrics

Before designing the Members Area, we ran a benchmarking exercise on the e-learning and info-product platforms the user already knew — Moodle, Coursera, Hotmart, Udemy, and Teachable — to spot the friction patterns that kept repeating, and the real preferences none of them were solving for.

MARKET FRICTION /
LEARNING WORKSPACE

MARKET FRICTION /
LEARNING WORKSPACE

MARKET FRICTION /
LEARNING WORKSPACE

Cluttered side playlists and collapsible menus.

Cluttered side playlists and collapsible menus.

Cluttered side playlists and collapsible menus.

STRATEGIC DECISION

STRATEGIC DECISION

STRATEGIC DECISION

Layout Asimétrico (70/30)
Zero -Clutter

Layout Asimétrico (70/30)
Zero -Clutter

Layout Asimétrico (70/30)
Zero -Clutter

70% of the screen dedicated to the HD player; side navigation kept to a minimum.

70% of the screen dedicated to the HD player; side navigation kept to a minimum.

70% of the screen dedicated to the HD player; side navigation kept to a minimum.

MARKET FRICTION/
RESOURCES AND DOWNLOADS

MARKET FRICTION/
RESOURCES AND DOWNLOADS

MARKET FRICTION/
RESOURCES AND DOWNLOADS

Resources buried in secondary tabs or external folders.

Resources buried in secondary tabs or external folders.

Resources buried in secondary tabs or external folders.

STRATEGIC DECISION

STRATEGIC DECISION

STRATEGIC DECISION

Widget Lateral de
"Archivos Adjuntos"

Widget Lateral de
"Archivos Adjuntos"

Widget Lateral de
"Archivos Adjuntos"

One-click download, placed right in the video's line of sight.

One-click download, placed right in the video's line of sight.

One-click download, placed right in the video's line of sight.

MARKET FRICTION/
PROGRESS & ACHIVEMENT

MARKET FRICTION/
PROGRESS & ACHIVEMENT

MARKET FRICTION/
PROGRESS & ACHIVEMENT

Progress hidden inside the profile or

in tiny bars.

Progress hidden inside the profile or

in tiny bars.

Progress hidden inside the profile or

in tiny bars.

STRATEGIC DECISION

STRATEGIC DECISION

STRATEGIC DECISION

Micro-cards de
progreso dual.

Micro-cards de
progreso dual.

Micro-cards de
progreso dual.

Visible cards showing separate metrics: classes completed and assignments completed, high-contrast bars.

Visible cards showing separate metrics: classes completed and assignments completed, high-contrast bars.

Visible cards showing separate metrics: classes completed and assignments completed, high-contrast bars.

MARKET FRICTION/
OFFER VALUE

MARKET FRICTION/
OFFER VALUE

MARKET FRICTION/
OFFER VALUE

Fail to communicate the premium value and credibility expected from high-ticket courses.

Fail to communicate the premium value and credibility expected from high-ticket courses.

Fail to communicate the premium value and credibility expected from high-ticket courses.

STRATEGIC DECISION

STRATEGIC DECISION

STRATEGIC DECISION

Branding "Zona de Miembros" + Grid "Expertos 2025"

Branding "Zona de Miembros" + Grid "Expertos 2025"

Branding "Zona de Miembros" + Grid "Expertos 2025"

Authority grid featuring guest experts and brands (Alpina, Luker, El Corral).

Authority grid featuring guest experts and brands (Alpina, Luker, El Corral).

Authority grid featuring guest experts and brands (Alpina, Luker, El Corral).

60% user engagement through program completion

60% user engagement through program completion.

Two Channels,
One Adoption Strategy

Two Channels,
One Adoption Strategy

After registration, the biggest threat to user retention isn't a lack of interest—it's cognitive friction and emotional hesitation. Users needed to quickly grasp the platform's value, build confidence in hosting their classes, and actively engage with the student community from day one.

THE GOAL

Reduce Time-to-Value (TTV), accelerate the core value milestone (teaching or attending the first class), and establish an engaging, friction-free onboarding flow.

THE STRATEGY

A dual-channel adoption framework (Email + WhatsApp) leveraging behavioral triggers and automated messaging.

STRATEGY FLOW

NEW REGISTERED USER 

NEW REGISTERED USER 

EMAIL

EMAIL

Depth & Guidance 

Depth & Guidance 

Asynchronous learning & guides
Asynchronous learning & guides
Visual tutorials & best practices 
Visual tutorials & best practices 
Documentation & resources
Documentation & resources

WHATSAPP

WHATSAPP

The user has their first touchpoint with the product.

The user has their first touchpoint with the product.

Conversational, human touch
Conversational, human touch
High-impact action prompts
High-impact action prompts
Real-time community engagement
Real-time community engagement

NEW REGISTERED USER 

End-to-end automated onboarding → +70% activation success for new users, with no technical friction for B2B or B2C.

End-to-end automated onboarding → +70% activation success for new users, with no technical friction for B2B or B2C.

End-to-end automated onboarding → +70% activation success for new users, with no technical friction for B2B or B2C.

What the people already
inside are saying

What the people already inside are saying

We closed the loop by listening to real users: their comments and feedback shaped every UX adjustment, from onboarding to the resources widget.

Thanks for reading!
Interested in working together?

Thanks for reading!
Interested in working together?

Thanks for reading!
Interested in working together?

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