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Israel Silva
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Israel Silva

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Ferpa Lima

Rebuilt the information architecture of an existing consultancy website and redesigned its funnel pages so visitors could find the offer, the proof, and a way to hire.

Ferpa Lima landing page with a headline and people exercising on a white background.
Ferpa Lima is a redesign of ferpalima.com.br, the site for Ferpa Lima Consultoria Fitness, an exercise-science consultancy for online training and education.
The site already had many pages. I rebuilt the information architecture so each job had a place: homepage for the offer, pricing for the decision, about for proof, and contact for hire. Pricing and contact stopped living as homepage sections, credentials stopped competing with conversion, and pages that already existed (blog, exercise library, member area) kept their place in the map.
I led the redesign in Figma and implemented it on Wix: information architecture, the funnel pages, visual language, desktop and mobile compositions, and SEO settings, without breaking existing payment and finance workflows.
Timeframe
2026
Role
UI Designer
Team
  • Solo
Tools
Figma, Wix
Client
Ferpa Lima Consultoria Fitness
How might we make Ferpa Lima’s expertise feel as credible and approachable online as it is in practice?
PROBLEM FRAMING
The live site had a PhD, publications and Brazilian trainer licensing, but one homepage tried to carry six topics: about, policies, online consultancy, blog, exercise library, and a member area. Visitors had to dig for the offer, the price, and how to get in touch. The funnel was broken at every step: a prospecting page asked for personal data before stating any value, the consultancy page hid prices in thin type and put each CTA above the benefits, and contact lived in the homepage footer.

Audience

Core: Primarily LGBT women and gay men, roughly 20-45, seeking health and weight-loss support in a judgment-free space. Growth: pregnancy, older adults, diabetes, TAF prep, chronic pain.

Constraints

Stay on Wix so payment and finance workflows stay intact. Design inside builder limits for plans, checkout, forms, and SEO. Preserve brand colors and Portuguese product copy, and protect academic credibility without inventing new product lines.
Before
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1
  1. The hero imageWhy it fails
    • The first screen has no value propositionThe hero holds only a standalone brand wordmark, so it never says what the service is or what it does for the visitor above the fold.
  2. The header and the how-it-works sectionWhy it fails
    • The intro is hard to scanThe main copy is a dense, centre-aligned wall of text, which breaks the natural reading pattern and gives the eye no anchor.
    • The explanation has no hierarchyThe key details sit in uniform paragraph text, so the reader cannot find them without reading the whole block.
  3. Testimonials on the blue bandWhy it fails
    • The text fails contrastQuote and supporting copy sit at low contrast on the blue band, which strains the eye and fails WCAG AA.
    • The cards look improvisedPortraits lack a consistent crop, the quote has no type hierarchy, and carousel arrows sit far from the card they control.
  4. Pricing and plansWhy it fails
    • Shapes collide with the price cardsDecorative vectors pass behind and over the text and buttons, which directly costs legibility.
    • No plan or button stands outIdentical card weight and thin, low-fill buttons make every option look equal and the CTAs read as tags, not actions.
  5. The about sectionWhy it fails
    • Text over the photograph is unreadableLight text sits on a complex, high-luminance photo with no isolating overlay, so entire sentences disappear.
    • The line length is too longThe block spans too wide across its container, past a comfortable character measure, which tires the eye across the line.
  6. Scientific publicationsWhy it fails
    • The list creates cognitive overloadA long, repetitive vertical list of identical icons inflates the page and reads as visual monotony.
    • The PDF icons do not look clickableThe icon reads only as a marker that the item is a PDF file, not as an action, so the reader cannot tell the row opens the paper.
  7. The contact formWhy it fails
    • The fields and the text are low contrastField boundaries, labels and the copy around them all sit at low contrast against the section background, so the form is hard to read.
    • Enviar does not match the other buttonsIt is the only button on the page styled this way, so the final step of the funnel looks like it came from a different system.
The old homepage tried to be the whole site. Scroll the screenshot to walk each section; the annotation for that part of the page appears under it. Toggle After to see the homepage once pricing, proof, and contact had their own pages.
RESEARCH

Audit overview

I mapped ferpalima.com.br, then audited homepage, about, consultancy, policies, and the prospecting page. Blog and the exercise library were reviewed and kept out of scope. The sitemap below is the existing site: many pages, unclear jobs, and a homepage that tried to do all of them.

Heuristic findings

  • Pricing cards put the CTA above the plan benefits, showed prices in a thin weight with no visible "R$", and used low-contrast ghost buttons
  • Heroes on the homepage and consultancy carried no value proposition or CTA, so the offer was invisible until the visitor scrolled
  • Contrast failed in four places: white on blue/lime plan cards, dark on lime, grey on white body copy, and white on photography
  • The prospecting page (Oportunidade) asked for name, surname, email and WhatsApp before stating any value in return
  • Stakeholder notes locked the rest of the brief: keep payments intact, lead with evidence-based exercise science, and treat individualized routines as the differentiator.
DESIGN PRINCIPLES
Give each job a page, so credibility and conversion stop competing on the same scroll.
• One page, one job: rebuild the IA so offer, decision, proof, and hire are not stacked on the homepage
• Lead with the differentiator: individualized, science-prescribed routines before deep biography
• Make the decision obvious: named plans, visible prices, and a hire path that is not a footer
Tradeoff: denser academic content moved to About so homepage and pricing could convert faster, while specialists still reach bio and publications.
SOLUTION
The new IA gives each job a page. Homepage is the story and the offer. Pricing, About and Contact take decide, trust, and hire. Other existing areas (blog, exercise library, member space) stay in the map, outside this pass. Screenshots use English for this portfolio; the live Brazilian product stays in Portuguese.

1. Pricing

A dedicated decision page with named plans, a bestseller path, and visible Pix, Boleto, and card options. Plan choice leaves the homepage scroll so checkout is easier to act on.

2. About

The trust page for credentials, publications, and inclusive identity. Specialists still reach the academic story after the homepage tradeoff, without slowing conversion.

3. Contact

A standalone hire path with form and WhatsApp, not a homepage footer afterthought.
VISUAL LANGUAGE
The system keeps Ferpa’s green identity while shifting to cleaner section rhythm, soft cards, and photography-led heroes.

Typography

Large display headlines for heroes, numbered steps and card titles for scan, and a comfortable sans body for longer Portuguese reading.

Color palette

Brand green for CTAs and accents, soft neutrals for reading surfaces, photography for atmosphere, and a dark footer for grounding.

Components & patterns

Reusable patterns include pricing cards, how-it-works grids, benefit cards, testimonials, publication cards, FAQ, and a dual-panel contact form.
VALIDATION
I reviewed the redesigned comps against stakeholder goals: credibility without hype, individualized routines visible as the differentiator, a clear decide-and-hire path, and inclusive signals for core and growth audiences. Blog, exercises, and the member space stayed out of scope for later.
RESULTS
Shipped a new information architecture on the existing Wix site, with the funnel pages redesigned in Figma.
• Simpler structure - jobs that used to compete on the homepage (offer, proof, hire) each have a page; blog, exercise library, and the member area stay in the map
• Focused conversion paths - pricing moved to a dedicated decision page with named plans and visible prices; contact became its own hire page instead of a footer afterthought
• Accessibility addressed - contrast fixed on plan cards, benefit blocks and footer; text hierarchy and line length corrected
Quantitative tracking (traffic, conversion, ranking) pending post-launch.

On this page

  • About the Project
  • PROBLEM FRAMING
  • RESEARCH
  • DESIGN PRINCIPLES
  • SOLUTION
  • VISUAL LANGUAGE
  • VALIDATION
  • RESULTS