Fluency Talks was part of the Fluency Academy ecosystem, offering individual and group conversation classes in English and Spanish to help students build confidence through practice. I joined the product early on and was involved in defining and evolving the experience as it grew. My work included product design, the creation and maintenance of the design system, documentation, and close collaboration with cross-functional teams to continuously improve the platform. Later, when Fluency Academy refreshed its brand identity, I also led the translation of the new visual language into the product, updating tokens, documentation, and restructuring parts of the interface to create a more cohesive experience.
Year
2024
Client
Fluency Talks
Website
fluency.io/br/talks
Problem
Despite being an important part of the learning ecosystem, Fluency Talks faced a major adoption challenge. Only around 13% of eligible students were actively using the platform, revealing friction points throughout the experience and a disconnect between the product's value and how it was being communicated through the interface.
Rather than relying on assumptions, we conducted interviews and research sessions with real users to understand their motivations, expectations, and barriers to engagement. These insights helped uncover opportunities to improve activation and identify the changes that would have the greatest impact in the shortest amount of time.
The challenge was twofold: increase adoption through evidence-based decisions while preparing the product for a broader evolution aligned with the company's renewed brand strategy.
Outcome
Insights gathered through user interviews directly informed a series of quick wins that significantly improved the experience and reduced friction across key journeys.
As a result, adoption increased from 13% to 35% within a few months, substantially expanding the platform's reach among existing students.
As the product matured, the redesign initiative established a stronger connection between brand and experience. The updated interface incorporated the new visual identity, refreshed design tokens and documentation, and introduced a clearer information architecture designed to support future growth and consistency across the Fluency ecosystem.