Growth Mindset Behavioral Initiative
Brainly — Product Manager
As part of the “Genius Lives in Everyone” strategic program, Brainly aimed to shift student behavior from passive homework help seekers to active, curious learners.
Students increasingly perceived asking questions as a sign of weakness, leading to lower engagement and reduced educational impact.
The opportunity was to redesign product experiences to reinforce question-asking as a positive, intelligence-driven behavior, ultimately boosting platform engagement and retention.
- Led the design of behavioral frameworks encouraging curiosity and learning progress.
- Collaborated with design, engineering, and data teams to integrate motivational feedback loops within the platform.
- Shaped product narratives and microcopy to reframe question-asking as a success indicator.
- Developed a roadmap for new engagement features aligned with growth mindset principles.
- Conducted user interviews and surveys to validate psychological framing effectiveness.
- Increased daily active engagement metrics post-implementation in targeted markets.
- Improved question-asking rates among first-time and returning users.
- Integrated growth mindset messaging into onboarding and key UX touchpoints, sustaining long-term user habit formation.
- Contributed to broader platform repositioning toward learning companionship, beyond homework support.
Digital Transformation of Educational Product Portfolio
Instituto Europeo De Salud Y Bienestar Social — Product Owner
Instituto Europeo’s educational programs were originally delivered through static PDFs with minimal interaction, making them outdated and uncompetitive in the growing online education market.
The organization’s reliance on PDF-based courses severely limited student engagement, learning outcomes, and program scalability.
The opportunity was to modernize the entire program offering into dynamic, interactive, LMS-driven online experiences, dramatically improving student satisfaction and positioning the institution competitively in the digital education market.
- Led the full transformation of educational products from static PDF materials to interactive, dynamic online programs.
- Designed and launched a proprietary LMS platform customized for streaming classes, professor-led student support, interactive activities, and assessments.
- Defined and implemented structured workflows for course creation, professor training, and student onboarding within the new LMS environment.
- Managed cross-functional teams (engineering, education, communications, marketing) to ensure alignment and timely delivery.
- Built feedback loops to continuously gather student input and iterate course structures for improved engagement and completion rates.
- Integrated marketing strategies to reposition Instituto Europeo as a modern, high-quality online education provider.
- Successfully launched a new LMS platform supporting multiple Masters, Expert Degrees, and specialized courses.
- Increased student engagement and course completion rates significantly compared to the legacy PDF-based model.
- Expanded enrollment numbers through improved digital marketing aligned with the new interactive product offering.
- Strengthened student satisfaction scores and program reputation in partner university evaluations.
- Established a scalable and repeatable model for future program launches and updates.
Gamification System Redesign for User Engagement
Brainly — Product Manager
Brainly’s original gamification system heavily rewarded only answering questions, encouraging quantity over learning depth and discouraging broader platform engagement.
The platform’s legacy gamification incentivized high-volume answerers but failed to reward genuine learning behaviors like asking questions, sustained studying, or topic mastery.
The opportunity was to fundamentally reframe gamification to support deeper user engagement, sustained retention, and meaningful learning progress, aligned with Brainly’s evolving educational mission.
- Audited the existing gamification system and identified key behavioral gaps undermining platform engagement and learning depth.
- Developed a strategic roadmap shifting focus from simple activity counting to learning journey reinforcement (personalized paths, progress streaks, topic-specific achievements).
- Proposed feature designs including dynamic daily engagement streaks, subject-based statistics, and adaptive rewards based on learning consistency, not volume alone.
- Worked with UX/UI teams to integrate motivational triggers and behavioral nudges into the core platform experience.
- Aligned stakeholders from product, education, and executive teams around the new vision for gamification evolution.
- Approved strategic shift of Brainly’s gamification system toward learning-oriented user rewards.
- Integrated new behavioral principles into future feature planning, refocusing product growth around active learners rather than passive traffic.
- Set the foundation for sustainable engagement strategies beyond transactional usage.
Branding and UX A/B Testing
Centro de Psicología Sandra Ribeiro — Marketing Strategist
As a new market entrant, brand perception heavily influenced trust, lead conversion, and overall reputation.
Early branding decisions needed validation to ensure maximum resonance with target patient demographics, without wasting early acquisition investments.
- Designed A/B tests across landing pages and promotional materials (different visual styles, messaging tones, brand imagery).
- Monitored engagement metrics, lead conversion rates, and trust signals based on variant exposure.
- Analyzed results to refine the clinic’s brand positioning, visual identity, and communication tone.
- Iterated design and messaging based on behavioral data rather than subjective preference.
- Optimized branding elements for higher trust, higher clickthrough rates, and increased lead-to-patient conversion ratios.
- Built a stronger emotional connection with target demographics through validated visual and messaging choices.
- Established a scalable A/B testing framework for future campaigns and brand updates.
Strategic Vision for a Personalized, AI-Driven Learning Experience
Brainly — Marketing Strategist
Brainly needed to evolve from a high-traffic homework Q&A platform into a more engaging, indispensable learning companion.
This self-initiated vision work aimed to define what that transformation could look like through a structured, personalized, and AI-augmented study experience.
Despite its scale, Brainly’s user experience was transactional — users came for one-off answers rather than long-term study support.
The opportunity was to design a product direction that shifted from isolated queries to structured, session-based learning journeys, aligning with user behavior, retention, and educational value.
- Conducted research to map user pain points and emotional friction in the current experience.
- Analyzed competitor platforms and user motivations to uncover opportunities for differentiation.
- Designed a modular product framework centered on guided “study sessions” combining AI-generated support, user goals, and progress tracking.
- Proposed features such as dynamic content personalization, dual-model answer comparison, citation generation, paraphrasing tools, and learning analytics dashboards.
- Integrated AI into user workflows not as a gimmick, but as a tool for confidence-building, clarity, and reduced cognitive load.
- Created a phased rollout roadmap, including MVP scoping, adoption strategies, and UX principles for long-term engagement.
- Delivered a complete strategic blueprint for platform evolution, presented to internal stakeholders.
- Elevated internal discussion around long-term product direction, AI integration, and session-based learning value.
- Positioned the platform to explore deeper engagement models beyond reactive Q&A loops.