Hotmart Club — Creator Journey (JTBD)
Client
Personal Project
Year
2024
Services
UX Research
Jobs To Be Done
Journey Mapping
Service Design
Context & Challenge
Hotmart Club is the platform where creators host and deliver their digital products — courses, communities, mentorships — to a 30M+ user base. Over the years, the platform grew by adding features incrementally, without a consolidated view of what the creator actually needs to do across their product lifecycle.
The challenge: build a single model describing the entire creator experience, from first contact with Hotmart to mature operations — one that could serve as a foundation for discoveries, roadmap prioritization, and cross-team alignment.
My Role
UX Researcher responsible for conceiving, structuring, and delivering the end-to-end mapping. I worked cross-functionally with Product Managers and Product Designers to make sure the output was actionable — not a beautiful artifact nobody uses.
Process
**Research synthesis.** Analyzed qualitative data from user interviews documented in Dovetail, extracting behavioral patterns, recurring needs, and friction moments.
**Platform audit.** Navigated and audited every section of the platform hands-on — not just "my team's" areas. The audit exposed mismatches between what users described and what the platform actually offered.
**JTBD mapping.** Structured the full experience into macro jobs (what the creator is trying to achieve) and micro tasks (the concrete steps to get there). For each macro job, I mapped subflows with decision points and alternate paths.
The output isn't a static diagram — it's a scalable flow system designed to be extended as the platform evolves.
Key Decisions
Macro jobs identified:
Get to Know Hotmart
— first contact, value proposition understanding, account creation
Produce and Format Content
— product content creation, editing, structuring
Communicate with Audience
— engagement, community, direct support
Sell / Manage Sales
— pricing, checkout, affiliates, conversion
Deliver and Provide Support
— content delivery, customer service, retention
Manage Operations
— analytics, finance, team, strategic decisions This structure became shared language across product teams. Each macro job has its own owner, metric, and roadmap — but all map back to the same journey.
Results
High-level journey map with lifecycle stages
Detailed subflows with decision points and alternate paths
Micro steps breakdown for each macro job
Annotated gaps where the experience broke down
Scalable flow system adopted as a reference by multiple product teams for roadmap prioritization