CCA®
End-to-end product design for Brazil's first crypto certification — research, branding, design system, and delivery. 90%+ student satisfaction, 0.17% churn against a 5-8% market average, and sales 23% above benchmark.
Year:
2025
Timeframe:
2 months
Tools:
Figma, Notion, Claude, Jitter, Illustrator, Photoshop
Category:
Product Design
Overview
Designing credibility for a complex product in a market with no reference.
Crypto education carried a reputation problem. The challenge was building a certification that felt institutional, trustworthy, and accessible enough to convert two very different audiences: corporate professionals and independent enthusiasts. I led the project end-to-end, from interviews and benchmarking to visual identity, design system, and final delivery, in institutional partnership with ANCORD and FGV.
Problem
There was no established visual or educational reference for crypto certification in Brazil. Users needed to trust a high-ticket product in a market often associated with speculation, without any prior benchmark to rely on.
Solution
A design system built from scratch, with progressive information architecture, a frictionless purchase journey, and a visual identity aligned with institutional partners ANCORD and FGV. The core decision was where to spend the user's trust. On a high-ticket product in a speculation-heavy market, the instinct is to streamline the purchase path and remove friction. I made the opposite call: I front-loaded credibility before asking for the sale, placing the FGV and ANCORD institutional seals, certification numbers, and partner signals ahead of the checkout rather than treating them as reassurance after the fact. The friction of one extra proof layer was worth more than the speed it cost, because the barrier here was never convenience, it was belief. That proof-first sequencing is what I credit most for the 90%+ satisfaction and 0.17% churn: students arrived already convinced of the credential's weight. The result was 90%+ student satisfaction, 0.17% churn against the 5-8% market average, sales 23% above benchmark, and 600+ certified professionals.
