Selected work from the past year at Fluency as a Product Manager, focused on Fluency Talks — a conversation platform supporting 10,000+ monthly learners in Brazil and LATAM. The product delivers over 25,000 individual and group lessons each month to help students speak English and Spanish confidently.
Previously, buying conversation plans required contacting a sales agent, losing the momentum after a free lesson. We integrated the offer inside the platform, giving every student a free trial credit. Conversion reached 6.8%, near the top of EdTech benchmarks.
Students struggled to build a study routine due to the high effort of booking each class individually, so we introduced recurring scheduling to let them pre-book weekly sessions. In a controlled test, the average number of sessions per week tripled among participants. After launch, adoption reached 39.4% across the platform.
Many students felt insecure about booking their first lesson, delaying engagement and hurting retention. We created a feature that suggested a pre-configured first class right after onboarding, doubling the first booking completion rate to 66.8%.
An AI-powered booking flow via WhatsApp designed to simplify scheduling. Early tests showed promising adoption (55.5%), showing strong potential to increase credit utilization. The initiative is scheduled for future implementation cycles.
Since most students preferred taking lessons on the same day they booked, we launched a real-time view of upcoming available group sessions to drive spontaneous participation. 25% are using it, boosting credit utilization by 14%, which can increase engagement, perceived value, and long-term retention.