QConcursos

QConcursos | Study Desk Redesign & Conversion Strategy

QConcursos is one of the largest education platforms in the world and ranks among the top 15 e-commerce companies in Brazil. Operating under a freemium model, it serves millions of users preparing for highly competitive public exams.

As the company repositioned itself — from a question-based practice site to a complete prep platform with structured courses, video lessons, and guided study paths — users struggled to perceive this shift. Engagement with courses and conversion from free to paid plans were below expectations.

I led the redesign of the Study Desk, focusing on goal selection as a conversion lever. By restructuring the homepage, navigation, course dashboards, and learning flows — including courses, lessons, question filters, and practice pages — we clarified the learning journey and highlighted structured study paths. Engagement features such as notes, notebooks, ranking, and study streak were also refined within a more cohesive system.

The impact was significant: active free users with a selected study goal increased from 1% to 20%, and we reached the target conversion rate among users who defined an objective.

The project aligned product experience with business strategy and reinforced QConcursos’ positioning as a comprehensive learning platform.