Phorte Short Courses: E-Commerce & LMS
Complete digital structure for Faculdade Phorte's Short Courses, including applied visual identity, UX/UI, navigation flows, category organization, and key page layouts. A new digital experience built for scale, clarity, and conversion — from catalog to checkout.
The Starting Point
Faculdade Phorte needed to transform a critical area of its digital operation: Short Courses. The old system was fragmented, visually inconsistent, and, most importantly, difficult to maintain. Course registration depended on constant technical intervention, creating a bottleneck for the marketing team.
The goal: Create a modern, modular platform capable of supporting dozens of new courses, mentoring programs, and learning paths while giving the internal team complete autonomy.
The problem was not only visual. It was structural.
When we analyzed the scenario, we found that the problem went beyond aesthetics. The information architecture was compromised. The discovery flow was confusing for students, and creating new pages was manual and repetitive. There was no clear Design System for the Short Courses vertical—the identity changed with each launch.
Design Direction
To solve the scalability challenge, we rebuilt the product logic using a robust stack: WordPress + Elementor, powered by JetEngine for dynamic data management.
We organized the ecosystem into a predictable architecture:
- Short Courses
- Mentoring
- Bundles (Course + Book)
- Advanced Programs
Visually, we looked to major EdTech players such as EBAC and Awari, defining UI pillars: hierarchical typography, modular cards, and less visual noise.
Looking at platforms such as Hotmart, Pathrise, Awari, and EBAC, it became clear that the future of the area required:
- Clean cards
- Clear hierarchy
- Unified identity
- Strong imagery
- Price and CTA without noise
- Fast, filterable navigation
This logic guided the entire art direction.
The catalog was rebuilt for findability.
Using JetSmartFilters, we implemented real-time filters that let students find the right course by modality, duration, area, and price. Navigation stopped being a guessing game and became an assertive, instant search.
Modularity and Value
Course cards are the smallest conversion unit on the website. They were redesigned to communicate value in seconds and structured through dynamic Listing Grids:
- Smart labels: Course category and type.
- Text hierarchy: A concise title and an automatically linked instructor.
- Commercial clarity: Price and CTA always visible.
The operational gain was significant: every new course entered into the system automatically generates its card, without manual design work.
Sales Narrative
We standardized the structure of sales pages (Single Post) to maximize conversion and readability. The structure follows a sales narrative:
- Hero: Clear promise and purchase button.
- What you will learn: Direct topics.
- Dynamic connections: Instructors and learning materials pulled automatically from the database.
- Social proof: Institutional credibility.
Mobile-First and Responsive
Knowing that most traffic is mobile, the rebuild prioritized smaller screens:
- CTAs fixed or easy to reach (thumb zone).
- Vertical content for a fluid reading experience.
- Simplified menus to reduce friction.
Funnel Optimization
The checkout was completely rebuilt for the Brazilian context, using FunnelKit for funnel optimization.
- Zero friction: Fewer unnecessary fields.
- Payment methods: Clear PIX integration and transparent installment options.
- Performance: Fast loading to prevent cart abandonment.
The result is a fluid, secure purchase flow that is visually integrated with the rest of the website.
Results and Impact
The delivery went far beyond a new visual layer. We delivered a business asset:
- Operational efficiency: Marketing can now publish new courses autonomously, without depending on IT or Design.
- Speed: The launch flow for new products is four times faster.
- Consistency: Every new page is born fully aligned with the institution's branding.
Metric:
- +230% more sales than expected after launch.
Lessons Learned
The Faculdade Phorte Short Courses vertical now has a solid foundation. This project proves that when Design and Technology move together, they do more than make interfaces look better: they solve structural business problems and prepare institutions to grow at scale.
