top of page
new nova.png

Reflections and Next Steps

This project marked a turning point in my approach to digital design. It reminded me that good design doesn’t just look good — it works. By understanding our market and focusing on outcomes, we aligned design, tech, and messaging into a system that drives real business growth.

​

Next Steps:

  • Continue iterating based on analytics from CRM and market research about user needs

  • Expand our services reach to different countries.

Results

30%

Increase

in qualified leads.

+27%

Higher

conversion rate from page visitors to booked calls.

Faster

sales cycles

due to simplified messages and sales automations using Saas.

Better

client satisfaction

and retention from CRM analytics and marketing automations.

The Solution: 
A New Novaluce

 Brand & Positioning

  • Rebranded to Novaluce Agency — a performance-driven design & marketing agency.

  • Shifted messaging from “beautiful websites” to “conversion-focused experiences.”

  • Created a clear visual and messaging hierarchy focused on client outcomes.

new novaluce phone.png

Website Redesign

  • Replaced multiple pages with a streamlined, high-converting single-page website.

  • Prioritized strong copywriting, social proof, and a single CTA.

  • Highlighted our process through results, not aesthetics.

CRM & Automation System

  • Took full control of our Go High Level system.

  • Built automated workflows for:

    • Lead intake & follow-up

    • Email & SMS nurturing

    • Pipeline management & reporting

  • Rolled out the same system to clients with customized workflows and dashboards.

Insights That Drove Our Pivot

  • Business owners want leads, not just beautiful websites.

  • Clear, persuasive copy and simplified funnels convert more than over-designed pages.

  • We needed to speak to the client’s goals, not our process.

  • Identified the misalignment between what we offered (creative flexibility) and what small business owners really needed (lead generation).

  • Conducted competitive analysis of similar digital studios and agency sites.

 Market Analysis 

  • Connected with a well-established Brazilian marketing agency looking to enter the North American market.

  • Formed a partnership to leverage their experience and expand Novaluce’s reach — this was the birth of Novaluce Agency.

Strategic Partnership

  • Interviewed multiple North American agency owners via video calls.

  • Explored how they packaged services, spoke to clients, and what pricing models and value propositions they used.

  • Key insight: clients don’t care about "how" — they care about results.

Field Research 

Objectives

Understand what our ideal client really wants

Reposition our services to be outcome-driven

Simplify the user journey and increase website conversions

Build strategic partnerships to scale the agency

Integrate and manage an all-in-one CRM and marketing tool for us and clients

new novaluce phone.png

From Novaluce Creatives to Novaluce Agency

Client

Novaluce Creatives

My Role

UX Designer, Researcher, Strategist, and Project Manager

Timeline

Ongoing – Key changes implemented over 6 months

Team

Designer, Developer, Marketing Consultant

Tools

Figma, Vercel, Go High Level, Chat GPT, Google Meet, Trello

The Challenge

When we launched Novaluce Creatives, our goal was to offer a wide range of creative services — from custom website design and templates to CRM-integrated marketing packages. The website was beautiful and featured multiple service pages, but it didn’t convert visitors into clients. Despite all our effort in design and structure, leads were low, and clarity was missing.

We needed to pivot from a creative studio to a results-driven agency — one that clearly communicated value and solved a concrete client need: getting more leads.

Discovery and Research

old nova.png
bottom of page