Turn2C

IN 30 SECONDS / WHAT CHANGED

FIG. 00 / The account already exists; the demo is available before full approval.

I combined behavioral signals, team knowledge and business rules to identify the conflicts shaping the journey.

Author’s synthesis · discovery diagnosis recorded on Jan 30, 2026.

Research approach and limitations

The research connected registration behaviour with the needs of the teams supporting the operation.

APPROACH

Multi-method discovery: behaviour, experience and business rules.

METHODS

Internal interviews, Hotjar, journey analysis and benchmarking.

SYNTHESIS

Marketing, Sales, Legal and Support: four perspectives on the same journey.

TYPE

Qualitative + behavioural

SOURCE

Internal teams + Hotjar

SCOPE

Diagnosis dated Jan 30, 2026

Diagnosis of the journey before the redesign. Usage signals were cross-referenced with team accounts; this evidence explains design decisions rather than measuring the new experience’s results.

FROM EVIDENCE TO DECISION

Around 94% of registrations captured in Hotjar took place on mobile. Requesting documents and explaining ownership roles at the start demanded effort before the value proposition was clear. In interviews, Support reported uncertainty about pending requirements and access; Sales, repeated lead qualification work; Marketing, a mismatch between acquisition promises and the next steps.

Legal provided the counterpoint: documents and checks protected the operation and could not simply disappear. The direction was to organise the journey around intent, status and potential: qualify early, demonstrate value before full commitment, and make documents, pending requirements and next steps explicit. Smooth progression, with clear qualification criteria.

FIG. 02 / Visible symptoms · discovery on Jan 30, 2026.

FIG. 03 / Four teams, four perspectives on the same journey.

Eight internal states support two qualification gates. For the partner, the journey appears as four clear milestones.

WHAT THE PARTNER SEES

01

Pre-registration

Account + demo unlocked.

02

Company

Details and documents in context.

03

Review

Timelines and pending items visible.

04

Signature

Formalization and activation.

WHAT THE PRODUCT COORDINATES

01

Pre-registration

Gate 1 · business eligibility (CNPJ)

02

Screening

Company and profile qualification

03

Account creation

Explore before committing

04

Demo

Gate 2 · product fit through the demo

05

Company registration

Business details

06

Review

Internal review

07

Awaiting signature

Digital contract

08

Completed

Active partner

FIVE DECISIONS / FROM DIAGNOSIS TO INTERFACE

DECISION 01 / 05

Confirm the business before asking for commitment.

EVIDENCE / CONTEXT

Individuals were entering a journey designed for businesses. Sales identified the mismatch late, creating requalification and extra effort on both sides.

DECISION

Use the CNPJ business ID as the only initial field at Gate 1, before screening. This keeps entry short and makes the intended audience clear.

TRADE-OFF

Typing, lookup or comprehension errors can block eligible businesses before they see value.

I connected Sales criteria to the entry flow and defined the eligibility gate and the instrumentation needed to investigate it.

1

2

1

A single initial data point

2

Eligibility checked at entry

FIG. 05 / A single initial field.

1

2

1

One decision at a time

2

Seven questions, visible progress

FIG. 06 / Seven questions, one decision at a time.

Screening dimensions and logic

SCREENING / MATURITY, FIT AND POTENTIAL

FIG. 07 / Two paths, Specialist and Standard, organize questions about context and potential.

FAMILIARITY

Knowledge of consórcio products informs how much context is needed.

FIT

Business segment and its connection to consórcio sales.

CAPACITY

Monthly volume and the share of revenue from consórcio products.

Additional questions complete the commercial and operational profile. The aim is to tailor follow-up without relying on a single indicator or requiring full registration first.

DECISION 02 / 05

Let prospects try the product before full registration.

EVIDENCE / CONTEXT

Prospects had to complete most of the process before understanding the product.

DECISION

Create the account and unlock demo modules before full company registration and approval. Turn2C assesses the business; the prospect assesses product fit.

TRADE-OFF

Early access may create expectations of full activation or expose restricted features.

1

2

1

Value unlocked before approval

2

The next step is always visible

FIG. 08 / Account created, with the next step visible.

FIG. 09 / Modules available to explore.

FIG. 10 / Simulator in demo mode.

DECISION 03 / 05

Move complexity to the right moment.

EVIDENCE / CONTEXT

Documents and checks were necessary, but were concentrated before users could see value.

DECISION

Distribute data collection across the journey and use OCR and autofill to reduce manual typing.

TRADE-OFF

Incorrect extraction can create false confidence, discrepancies and rework.

1

2

1

OCR reduces manual typing

2

Validated data stays protected

FIG. 11 / Document uploaded, fields populated using OCR.

DECISION 04 / 05

Replace silent waiting with status and direction.

EVIDENCE / CONTEXT

Partners did not know where they stood, what was missing or what would happen after submission.

DECISION

Show four main milestones, status, timelines, pending items and the next action. The experience continues during review.

TRADE-OFF

Visual simplicity must remain consistent with internal states and the timelines communicated.

1

2

1

A timeline replaces silent waiting

2

The journey continues during review

FIG. 13 / Review in progress, with an estimated timeline visible.

DECISION 05 / 05

Give every team the same operational view.

EVIDENCE / CONTEXT

Teams tracked different parts of the same lead, without clear continuity across source, status and history.

DECISION

Integrate the journey with the CRM and create a shared view of the eight registration states.

TRADE-OFF

Synchronization failures can produce conflicting versions of the partner’s status.

I mapped shared states, connected milestones to CRM operations and aligned responsibilities across Product, Engineering, Sales, Legal and Support.

Original interface / Turn2C

1

1

An 8-stage pipeline, with status and progress visible in real time

FIG. 14 / Sanitized pipeline: eight stages, source, status and history.

The same journey, from both sides

Sales, Legal and Support can follow the same state model as Product and Engineering.

Results span three areas: new partner registration went from up to 45 days to a maximum of 2; progression reached 93.4%–97.8% in smooth intermediate steps; and controlled drop-off occurred at strategic qualification stages. The July–September Hotjar aggregate shows how progression is distributed across the journey.

Journey events and instrumentation

Six product events in Mixpanel began tracking progression from pre-registration to contract. Hotjar later added an aggregate sequence covering three months.

01

Pre-registration

pre_cadastro_iniciado

02

Screening

triagem_iniciada

03

Company

cadastro_empresa_iniciado

04

Submitted

cadastro_enviado_para_analise

05

Approved

cadastro_aprovado

06

Contract

contrato_assinado

FIG. 15 / Historical view of the six milestones instrumented in Mixpanel.

TYPE

Instrumentation delivered

SOURCE

Mixpanel

SCOPE

Active since June 18, 2026

This dashboard documents the instrumented events. The case’s results use the July–September Hotjar aggregate, with rates calculated against the previous step.

The next cycle focuses on eligibility, perceived value and technical friction while preserving meaningful business qualification.

ELIGIBILITY

Who stops because of a business rule, and who encounters avoidable friction?

DEMO VALUE

What does the partner understand, try and consider before continuing?

CONDITIONS OF USE

Which failures and technical contexts need intervention?

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