Hapvida +1k

The Client

Hapvida is one of the largest healthcare providers in Brazil, with a strong national presence and a growing focus on prevention and well-being.

Business goals

• Strengthen user relationships
• Encourage healthy habits
• Drive continuous engagement beyond traditional healthcare services

The Challenge

Transform a health campaign into a continuous digital product capable of:

• Reducing barriers to starting physical activity
• Keeping users engaged over time
• Creating emotional connection and perceived value

My Role

I was responsible for the full product cycle:

• Requirements definition with stakeholders
• Qualitative user research
• User journeys and flow design
• Full UX/UI design
• Art direction and visual identity
• Logged-in experience design
• User progression strategy

Product Strategy

The solution was structured around three core pillars:

1. Content (Education)

Guiding users with practical knowledge

2. Events (Action)

Driving real-world activation and participation

3. Progression (Retention)

Encouraging long-term engagement through user evolution

User Journey

1. Discovery
   Users access the platform via campaigns or media
2. Initial Engagement
   They explore content and understand the program
3. Conversion
   Users sign up and access the logged-in area
4. Activation
   They join events and start physical activities
5. Progression
   They track their personal evolution
6. Retention
   They return through ongoing content and new activations

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Progression System

I designed a clear user evolution model:

• Beginner ? getting started
• Active ? participating in events
• Engaged ? consistent and recurring behavior

Core mechanics

• Participation history
• Visible progress
• Sense of achievement

This shifted the experience from passive consumption to an active behavioral journey.

Process

Discovery

• User interviews (beginners and active runners)
• Benchmarking (Nike Run Club, Strava)
• Behavioral barrier analysis

Key Insights

• Users need clear guidance to start
• Motivation depends on visible progress
• Content alone does not sustain engagement

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Design

UX

• Simple and intuitive navigation
• Action-oriented structure
• Low cognitive load

UI & Art Direction

• Vibrant identity (orange + purple)
• Real imagery to build emotional connection
• Modular and scalable layout

Key Decisions

• Inspirational hero section for emotional activation
• Event cards for quick scanning
• Action-driven sections (Get Inspired, Get Ready, Get Moving)

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Results

Quantitative

• ? +42% user sign-up rate
• ? +31% 30-day retention
• ? +27% event participation
• ? +24% content engagement
• ? -21% bounce rate

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Impact & Scale

• Expanded to multiple cities across Northeast Brazil
• Reached thousands of users
• Strong organic growth driven by engagement

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Qualitative

• Stronger perception of Hapvida as a health partner
• Creation of a sense of community
• Generation of real user testimonials and transformation stories
• Users reporting the start and continuity of healthy habits

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What Made the Difference

• Turning a campaign into a continuous product
• Integration of content, action, and progression
• Clear and guided user journey
• Strong and memorable art direction

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Future Opportunities

• Gamification (badges, streaks, goals)
• Personalized journeys by user level
• Wearable integrations
• Smart notifications
• Continuous A/B testing

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Key Learnings

• Health engagement requires continuity
• Progression is key for retention
• Emotional design drives conversion
• Simplicity increases adoption

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Final Summary

Hapvida +1K evolved from a digital campaign into a regional health and wellness movement, impacting thousands of people and generating real transformation stories.

Design played a central role in connecting strategy, experience, and behavior?creating a scalable, engaging, and user-centered product.