Visibility in the activation funnel with Cohorts

O time da Rocketseat focava quase exclusivamente na etapa final do funil de conversão. Isso deixava uma grande base de usuários sem orientação nas fases anteriores da jornada.

Neste projeto, estruturei um sistema de segmentação por Cohorts para dar visibilidade a toda a base de alunos e criar ações direcionadas para mover cada grupo etapa por etapa.

Product Strategy • Growth Design • Retention

Scenario

The base was being ignored

The team focused efforts only on those who were already close to converting, ignoring the majority of the platform's users. There was no visibility into where students got stuck at the beginning of the journey, which made it impossible to act with precision to guide them.

Challenge

Giving visibility to those who were forgotten

Create a Cohort-based segmentation structure that provides visibility into the entire user base, allowing for specific actions at each stage of the journey — from registration to conversion.

Solution

Five stages, intermediate steps

I worked with the Tech Lead to define five main stages (Registration, Activation, Engagement, Retention, and Conversion) and create intermediate steps within each phase. This eliminated operational blind spots. I aligned with the Marketing team to avoid conflicting with active campaigns, and I wrote the entire communication flow for each step of the journey, implemented in HubSpot.

Impact

The team began to act with precision

The structure was delivered with stability, and the communication flows were implemented. The primary gain was operational: the team began to see which micro-phase each student was in, enabling precise actions instead of generic communications to the entire database.