Design Sprint — Personalization at Hotmart
Client
Personal Project
Year
2023
Services
Design Sprint
Facilitation
Prototyping
Validation
Context & Challenge
Hotmart users were dissatisfied with the lack of personalization in their experience. Churn was being directly impacted by this pain point, and the product team needed a fast, validated solution — not a quarter-long initiative.
My Role
Design Sprint facilitator. I coordinated Product Managers, Product Designers, and Engineers across 4 days of intensive, structured work.
Process
I followed an adapted Design Sprint framework: problem mapping, ideation, decision-making, prototyping, and user testing — all compressed into 4 days.
Day 1: Problem alignment, stakeholder interviews, and user journey mapping. We identified the exact moments where lack of personalization was causing drop-off.
Days 2–3: Structured ideation, solution sketching, and high-fidelity prototyping. We went straight to hi-fi because the team needed to test the real experience, not just a concept.
Day 4: Testing the prototype with 5 real users. We captured both usability feedback and emotional response to the personalized experience.
Key Decisions
Compact 4-day format
cut the standard 5-day sprint to 4 days without losing depth. The constraint forced sharper prioritization and faster decisions.
High-fidelity prototype from day one
skipped low-fi and went straight to a realistic prototype. This let us test the actual experience users would have — not an abstraction of it.
Validation before a single line of code
the entire point was to de-risk. We proved the solution worked with real users before the engineering team invested any development time.
Results
Prototype validated with real users in under 1 week
Feature shipped to production in 1 month
Measurable reduction in churn for the impacted area
Increased user satisfaction scores for personalization