Tono
Task Success Rate
Ease of Use
Context
With the advancement of new legislation regarding the licensing process, obtaining a driver's license has become more flexible, but insecurity and uncertainty about efficient learning have become more evident. Check the data below.
Research
Google Forms: Sample size of 68 people
77%
Report that the instructor's personality is decisive in learning.
72%
Have reported occasional discomfort during driving lessons.
54%
Feel the process failed to prepare them for real-world scenarios.
Persona
Marcelo Souza, 21
Estudante
Objetivos
Learning fast
Save money
Dores
Low on time
Disorganized schedules
Limited budget
Adriana Silva, 26
Dentista
Objetivos
Learning effectively
Feeling safe
Dores
Anxiety
Insecurity
Lack of confidence on instructors
Márcio Almeida, 38
Instrutor
Objetivos
Stable income
More control of workflow
Dores
Insecurity about income
Acquisition of new students
Difficulty managing time
Opportunities and gaps
Disintermediation, Low LTV, and Curation
The risk of "side-booking" (disintermediation) coupled with a naturally low LTV presents a significant challenge. By prioritizing instructor curation to drive a high NPS and leveraging referral systems for customer activation, we can effectively mitigate these threats.
Reducing Digital Friction
Minimizing barriers to entry is critical for early retention. Given the low-frequency nature of the product (low LTV), a native-only approach lacks appeal. I implemented a hybrid strategy: utilizing a PWA for frictionless onboarding and a native app to deepen long-term loyalty.
Core features
Personalized curation through profiles
Guardian Mode as security support between the biometric system and the native app
Progression system for the student and backlog for the instructor
Online content as a means to mitigate low LTV
The curation aims to help the student find their instructor in a safer and more precise manner, aligning profiles and ensuring quality.
Architecture and logistics
Main flows, such as payment, starting, and finishing lessons, focused on predicting edge cases in the flow between student and instructor. Since the platform prioritizes the agreement between parties, "assisted freedom" was utilized within the application, reducing friction and, consequently, legal issues involving the platform.
Rules and back-end feasibility
Implementation of a weekly slot system
Skip system for occasionally unavailable lessons
Maximum of 2 lessons per day to increase student turnover
Using NoCode and MCP as stress test
I validated business rules and technical feasibility via NoCode prototyping, accelerating the development cycle
Logistics
Optimized location logistics: support for fixed or customizable meeting points for instructor and student
Screens
Usability test
The heuristics problem
We had a small setback regarding components outside of heuristics, which left us with 62% misclicks and only 78% task completion
Assets change
The problem occurred because the user thought the "active week" asset was a radio button and clicked it by associating the copy and the click. A discreet change in elements occurred, correcting visual patterns and text
Results