Growth Design
5 min
Jul 12, 2025
Designing a growth funnel to convert readers, activate subscribers, and drive sponsorship revenue.
Published by
Marcio Rebouças
Case Summary
Context
Organized crime impacts Brazil’s economy, but coverage was fragmented. The company saw an opportunity to create a dedicated editorial product supported by B2B sponsorship.
Readers
Readers needed a clear entry point to follow the topic and see value fast.
Sponsors
Sponsors needed a measurable product to reach a qualified audience.
Discovery
I analyzed the topic, target audience, and business opportunity to define how the content could attract readers, convert subscribers, and create value for sponsors.
12M+
Annual users created a strong top-of-funnel opportunity.
120K+
Active users on similar coverage showed proven demand.
25%
LP subscribers showed higher engagement than regular readers.
Growth Journey
Based on discovery, I structured the solution around three connected steps: attract, convert, and engage.
Content Hub
Support topic discovery and attract qualified readers.
Landing Page
Convert interested readers into newsletter subscribers.
Newsletter
Deliver recurring value and build engagement.
Wireframing
I used wireframes to define the structure of each touchpoint and align the experience around four key needs:
Editorial clarity
Make the topic easy to understand and navigate.
Clear value proposition
Show why readers should subscribe.
Low-friction conversion
Keep the path to signup simple and direct.
Sponsor visibility
Integrate sponsorship without disrupting the experience.
Content Hub
A dedicated editorial space to centralize the coverage, help readers explore the topic, and create a clear entry point into the newsletter journey.
+20K
active readers
74%
interaction rate
Landing Page
A conversion-focused page designed to communicate the newsletter value, build trust, and reduce friction to subscribe.
37%
conversion rate
Newsletter
A recurring content experience designed to deliver value, maintain engagement, and integrate sponsorship naturally.
37K
active readers
41%
avarege open rate
Key Learnings
Connected journeys create stronger value: Building a clear journey across the Content Hub, Landing Page, and Newsletter made the experience more cohesive for readers and created a more structured product for sponsors.
Cross-platform measurement was the main challenge: Because each touchpoint lived in a different platform, connecting the full journey without losing measurement quality became one of the biggest challenges.
The product could evolve beyond sponsorship: A next step would be exploring a B2B subscription model for companies interested in deeper access to this coverage.
Role & Responsibilities
UX/UI Design
UX Research
Discovery
Prototyping
Figma
Data Analysis
Analytics
GA4
GTM
