Phorte Black Friday 2025

Faculdade Phorte's Black Friday required more than promotional pages; it required a robust digital operation. The previous ecosystem was fragmented: dozens of courses and multiple areas (Education and Physical Education) operated with their own structures and disconnected designs, making maintenance and brand consistency difficult.

The goal was clear: turn this scattered environment into a cohesive, fast, and functional experience capable of handling the campaign's high traffic and making it easier to expand the catalog without additional technical effort.

To solve the fragmentation, the strategy focused on creating a unified, modular system divided into three strategic fronts:

• General Hub: The entry point, with a strong focus on commercial guidance and quickly directing people to the area that interests them.

• Physical Education Vertical: Robust design, dark colors, and neon elements to communicate performance and intensity.

• Education Vertical: A light, educational visual language with clear information architecture for longer programs.

Design Engineering (Reuse and Scale)

Instead of starting from scratch, I took an intelligent Product Design approach. I reused and optimized the system created for Short Courses, converting the previous catalog.

• Technical Stack: WordPress + Elementor + JetEngine & JetSmartFilters.

• Efficiency: The listing, filtering, and search logic was reused, changing only the visual skin for each context.

• Impact: This drastically reduced implementation time and ensured that any new course added to the system would automatically appear across all campaign pages.

The interface was designed around three essential pillars for educational e-commerce:

1. Clarity: Strict visual hierarchy. People always know where they are and what the course offers.

2. Modular Consistency: Standardized components (cards, buttons, filters) create familiarity regardless of the course area.

3. Conversion Focus: CTAs (Calls to Action) remain visible and benefits are highlighted to reduce purchase anxiety.

4. User Flow Optimization: We simplified the journey to reduce friction and abandonment: Hub → Specific Area → Filtered Catalog → Course Detail → Checkout → WhatsApp

Black Friday 2025 was not only a campaign; it was the consolidation of a digital product.

• Scalability: The system is ready for new classes and campaigns without rebuilding the layout.
• Less Rework: Centralized data eliminated inconsistencies between pages.
• Speed: Page production became significantly faster through componentization, totaling one and a half weeks.

This project reinforced that good UX/UI Design is not only about aesthetics, but about creating systems that solve complex business problems with elegance and efficiency.

Use the presentation below to see the full page in action.