EV TRI Club: New Revenue

Caminhos do Mar Park, managed by Parquetur, has a privileged geographic infrastructure, with the altimetry and length ideal for high-performance training. The park, however, operated primarily around traditional tourism.

The business opportunity emerged from identifying the need for a structured product for the cycling and triathlon community.

The EV TRI Club project was born with the mission of turning the site into a safe, official training hub, diversifying the concession's revenue streams by converting casual visitors into recurring members.

Despite the organic presence of cyclists on site, Parquetur faced three critical bottlenecks: no official channel to communicate the training club's benefits, no predictability in the revenue generated by this audience, and difficulty conveying the space's value proposition against free public routes.

The design and product challenge was to understand what led an athlete to invest in a paid place to train and, from there, design a digital experience able to educate the audience, break purchase objections and convert visitors into paying members.

I adopted the Double Diamond methodology to ground every product decision.

In the Discover phase, I went to Caminhos do Mar Park in person to run in-depth qualitative interviews with cyclists and triathletes during their training routines. I investigated their priorities, finding that the search for well-preserved asphalt, support structure and, above all, safety from being run over or robbed outweighed any other feature.

In the Define phase, I crossed this field data with benchmarks from global triathlon clubs. This steered the commercial model toward two strategic ticket types: the monthly Membership, focused on retention and LTV, and the Day Pass, focused on trial and reducing friction at entry.

I developed the landing page end to end, structuring the information architecture to answer exactly the pains mapped in the field research. The top of the page immediately establishes the promise of performance with safety.

Along the page, I integrated strategic blocks with the club's exclusive benefits, a visual representation of the route, social proof with real athlete testimonials and a clear, transparent pricing table comparing the Membership Club and Day Pass plans.

The interface uses strong contrast and highly legible typography, communicating the product's athletic, premium character.

I took full responsibility for every stage of the product's design lifecycle.

I wrote the research scripts, recruited and ran the in-person interviews at the park, synthesized and prioritized the data, defined the information architecture, created the high-fidelity responsive layout in Figma, wrote the conversion-driven copy and delivered the design system and assets to the development team.

The only stage executed by a third party was hosting and implementing the code on the server.

Delivering the project gave Parquetur a proprietary digital platform able to directly monetize the infrastructure of Caminhos do Mar Park.

The landing page became the EV TRI Club's main customer acquisition lever: capturing the pent-up demand of triathletes in the region, validating price elasticity between Membership and Day Pass and establishing a new, predictable revenue stream for the park.

Running the interviews in person at Caminhos do Mar Park was the decisive factor in the strategy's success.

The project's biggest lesson was seeing that theoretical office assumptions often fail to capture user nuance: while the initial hypothesis prioritized equipment discounts, the research revealed that the feeling of physical safety on the road was the real purchase trigger.

That discovery reworked the product's entire visual hierarchy and tone of voice, reaffirming that good product design is fed by real empathy and presence in the field.