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User Journey

The user journey begins when a business owner—like Emmy or Danny—comes across one of our targeted ads on Meta. At this point, they’re either actively seeking marketing help or they’re intrigued by the promise of having a full marketing team for the price of one employee.

 

The ad leads them to a strategically designed website that communicates our value, showcases real success stories, and speaks directly to their business pain points.

 

After exploring the services and understanding how we can solve their challenges, the user is prompted to fill out a brief form. This form captures key business information so the call can be tailored to their needs. From there, they get to a calendar page to book a consultation. The consultation serves as both a strategy session and a trust-building moment—leading to conversion. This journey is intentionally designed to reduce friction, build trust, and convert interest into long-term partnership.

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Artes Musicais Ichello.

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

Uma nova era para os royalties musicais

Ichello Music Arts é um mercado NFT inovador que oferece aos fãs uma oportunidade única de se tornarem participantes ativos na indústria musical. Ao comprar royalties NFT, os fãs podem apoiar diretamente seus artistas favoritos e ganhar uma parte de seu sucesso futuro. Essa abordagem inovadora não apenas capacita músicos emergentes, mas também fornece aos fãs uma maneira tangível de se conectar com os artistas que admiram.

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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

Discovery and Research

Image by Markus Spiske

  • 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 

Image by UX Indonesia

Strategic Partnership

  • 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.

Image by Alvaro Reyes

  • 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 

Personas

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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.

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.

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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.

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.

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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.

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Next Steps:

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

  • Expand our services reach to different countries.

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