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Israel Silva
UX
Motion
Game design
Graphic design
About me

Ferpa Lima

Redesigned and built Ferpa Lima’s core pages on Wix to turn scientific credibility into clearer offers and faster paths from interest to paid consultancy.

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.
I redesigned the site's structure so each main topic became its own focused page: Homepage, Pricing, About and Contact, each with one clear job. Pricing and contact stopped being buried mid-homepage, credentials moved to a dedicated trust page, and the longer content stopped competing for the homepage's attention.
I led end-to-end UI redesign in Figma and implemented the four primary pages on Wix: information architecture, 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 dense copy and uneven hierarchy buried them. Everything lived on the homepage: six topics (about, policies, online consultancy, blog, exercise library, member area) all fought for space in one long scroll, so visitors had to dig for the offer, the pricing, and how to get in touch. Messy SEO hurt both Google discovery and conversion.
The funnel was broken at every step. A prospecting page (Oportunidade) asked for personal data before offering anything in return; the consultancy page — the one that had to convert — buried its price in thin type and placed each CTA above the plan benefits; and contact was an afterthought in the homepage footer. Redesigning the structure meant rebuilding that path: prospect, decide, hire.

Audience

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

Constraints

  • Keep Wix for payment processing and finance accountability.
  • Design within its builder limits for plans, checkout, forms, and SEO settings.
  • Preserve brand colors and Portuguese product copy.
  • Protect academic credibility; avoid hype-led claims.
  • Improve conversion without inventing new product lines.

Before

The previous homepage tried to be the whole site. Six topics shared one scroll, credentials read as grey text inside long paragraphs, pricing sat below the fold, and the hero led with imagery and a logo instead of the offer. Plan cards put "Eu quero!" above the feature list, and prices appeared in a thin weight without the "R$" symbol. Contrast failures on the plan cards and footer made key information hard to read.

After

The redesigned homepage leads with individualized, science-based training, clearer section rhythm, plan teasers, scannable credentials, inclusive audience signals, and an obvious path to hire.
RESEARCH

Audit overview

I mapped ferpalima.com.br into a sitemap to clarify its structure before redesigning, then completed the current-state set with captures of homepage, about, consultancy, policies, and the prospecting page, with blog and exercise-library pages reviewed but kept out of scope.

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 — the page that had to convert was the hardest one to read
  • The hero carried no value proposition or CTA on either the homepage or the consultancy page, so the offer was invisible until the visitor scrolled
  • Credentials, pricing, policies and contact were all buried in one long scroll, with walls of text, long line lengths and inconsistent section hierarchy
  • Contrast failed in at least four places (white on blue/lime plan cards, dark on lime, grey on white body copy, white on photography), an accessibility problem as much as an aesthetic one
  • The prospecting page (Oportunidade) asked for name, surname, email and WhatsApp before stating any value in return
  • Missing interaction states: no form validation or success feedback, no carousel pagination, no back-to-top, no FAQ, no in-page anchors
  • Live-site SEO needed cleanup: titles, meta, headings, and indexing were misaligned with how Google should discover the consultancy
  • Contrast was the most objective finding. White text sat on saturated blue and lime plan cards, dark text sat on the lime "Ciência" block, and grey body copy and footer details fell below comfortable reading contrast on white. Because the brand's credibility rests on rigor, an accessibility pass was treated as part of the redesign rather than a nice-to-have.

Evidence from usage

Stakeholder notes locked the brief: keep payment workflows intact, lead with evidence-based exercise science without fake promises, treat individualized routines as the differentiator, and speak clearly to the core audience while surfacing growth segments. Those priorities shaped the four-page scope.

Old-site sitemap

I mapped the live site's structure first, to see why one page had to carry everything: the homepage was a single entry point for about, policies, online consultancy, blog, exercise library, and a member-only area. That map is what prompted splitting it into four focused pages.
DESIGN PRINCIPLES
Each page got a single job, so credibility and conversion reinforce instead of competing.
• One page, one job: split the single dense scroll into four pages, each with one decision to make and one call to action
• Lead with the differentiator: individualized, science-prescribed routines before deep biography
• Make trust scannable: testimonials, credentials, and publications as distinct beats, with no fake promises
• Package decisions: pricing cards and CTAs as first-class UI that can ship with existing checkout and contact patterns
• Signal audience clearly: inclusive tone for LGBT clients and people returning to fitness, plus scannable special-group coverage
Tradeoff: denser academic content moved to About so homepage and pricing could convert faster, while specialists still reach bio and publications without friction.
SOLUTION
The structure was simplified so four pages each own one clear job: Homepage for story and offer, Pricing for plan choice, About for trust and identity, Contact for hire. The longer content, like the blog and exercise library, stays reachable but no longer competes for the homepage's attention.
Screenshots use English for an international portfolio audience; the live Brazilian product stays in Portuguese. SEO was planned in Figma and applied in Wix: page intent, heading hierarchy, and title/meta for discovery.

1. Homepage

Homepage leads with individualized, science-prescribed routines as the offer. Dense academic biography moves to About so this page can convert without burying the differentiator.
Before
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Before
  1. 1The 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. 2The 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. 3Testimonials on the blue bandWhy it fails
    • The text fails contrastThe quote and its supporting text sit at low contrast against the blue band, which strains the eye and fails WCAG AA.
    • The carousel arrows sit far from the cardThey are pushed to the far edges of the section with no grouping or alignment, so the link to the card they control is unclear.
    • The testimonial text has no formattingThe quote runs as plain text with no size, weight or spacing to set it apart, so it reads like any other paragraph on the page.
    • The card images look improvisedThe portraits are dropped in without a consistent crop or treatment, so the cards look assembled rather than designed.
  4. 4Pricing and plansWhy it fails
    • Shapes collide with the price cardsDecorative vectors pass behind and over the text and the buttons, which directly costs legibility.
    • The buttons do not look clickableThin borders and minimal fill make them read as passive tags or static fields rather than the primary action.
    • No plan stands outAll three cards carry identical visual weight, so nothing establishes a focal point among the options.
  5. 5The 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. 6Scientific 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. 7The 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.
Scroll inside the screenshot and the annotation for that part of the page appears beside it. The toggle switches between the old page and the redesign.
2. Pricing
Pricing becomes a dedicated decision page with plan cards, a bestseller path, and visible Pix, Boleto, and card options. Plan choice and Brazilian payment methods leave the homepage scroll so checkout is easier to act on.
3. About
About becomes the trust destination for credentials, publications, and inclusive identity. Specialists still reach the full academic story after the homepage tradeoff without slowing conversion.
4. Contact
Contact is a standalone hire path with form and WhatsApp, not a homepage footer afterthought. The conversation to start training gets its own job on the site.

Current-state reference

Earlier captures kept for audit contrast, showing how dense the consultancy offer felt before the pricing and homepage split.
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 four comps against stakeholder goals and heuristic criteria: credibility without hype, individualized routines visible as the differentiator, clear pricing and contact conversion, and inclusive signals for core and growth audiences. Blog, exercises, and the member space stayed out of scope for later.
RESULTS
Shipped four pages from Figma into Wix.
• Simpler structure - four focused pages (Homepage, Pricing, About, Contact), each with one clear job, replacing a single six-topic scroll
• Focused conversion paths - pricing moved to a dedicated decision page with named plans, visible prices and a bestseller path; contact became its own hire page instead of a footer afterthought
• Trust on About - credentials and publications got their own scannable page, with the PhD and licensing pulled out of paragraph text
• Accessibility addressed - contrast fixed on plan cards, benefit blocks and footer; text hierarchy and line length corrected
• Live on Wix - SEO applied in-builder for page intent, headings, and title/meta
Quantitative tracking (traffic, conversion, ranking) pending post-launch; the qualitative brief — clarity, hierarchy, and accessible contrast — was met at launch.

On this page

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