EVTRI Club: A Subscription Training Club
I turned the idle dawn hours of a historic road into a club with memberships and day passes.
Role
Lead Product Designer
Year
2025
Focus
Product Discovery · Revenue Strategy · End-to-End UX/UI
CONTEXT
A road closed to cars, empty at exactly the hour athletes train
Caminhos do Mar Park holds the Estrada Velha de Santos: a continuous climb up the Serra do Mar, closed to cars since 1985. The park opens to the public at 8am; the road sat empty at exactly the hour when cyclists from São Paulo and the ABC region train most.
The challenge was turning that idle window into a product: a subscription club and a day pass, bought entirely online, with QR Code access at a mountain gatehouse at 5am.
PROBLEM
The solution existed on the asphalt, not in the sale or at the gate
Anyone who trains outdoors in Greater São Paulo shares the road with traffic and danger, and knows the price of it. The park had the physical solution but no way to sell it, and no way to get 200 people through a mountain gatehouse at 5am with no cell signal.
STRATEGY
Three bets that came out of the research
A survey with 214 responses, 16 interviews and three pre-dawn shifts at the gatehouse showed the audience would not buy scenery. The strategy became three bets, each anchored in one insight.
Insight I1
Sell safety, not scenery
The core promise is “a road closed to cars”. Scenery is the bonus; safety is the reason to buy.
I2 + price test
Price it by cost per ride
A R$ 115 membership (inside the acceptable R$ 92–138 range) and a R$ 60 Day User as the way in. The membership pays for itself on the second ride.
I3 + field
Design for the gatehouse at 5am
The moment of truth is not the purchase, it is the entry. QR access that works offline on both sides, targeting under 10 s.
SOLUTION
One ecosystem, four surfaces
Four web surfaces, one for each stretch of the journey — finding the club, buying the plan, using it on the day, and clearing the turnstile. All of them talk to the same record, filled in once at checkout.
And on arrival there is nothing to open. Signing up saves the QR to the athlete's phone, so they reach the gatehouse with the code already on screen — no login, no page to load, no signal to depend on. The read works offline on both sides, and if anything fails the gatehouse finds the member by CPF.
Discover
Landing page
The safety promise, the road's numbers, plans side by side, route and rules.
Buy
Checkout
Pix, scheduled Pix or card; liability and health waiver in a single accept.
Use
Member area
Offline QR, live road status, emergency contact, membership.
Validate
Gatehouse app
QR read with no internet, CPF lookup and the morning's occupancy in real time.
MY ROLE
Lead UX Designer: end-to-end, from discovery to post-launch
- Research: survey, 16 interviews, 3 field visits and synthesis
- Problem definition, personas, journey and success metrics
- Architecture, flows, wireframes, UI and visual system
- Two rounds of usability testing, including a field test
- Post-launch audit and the v2 roadmap
IMPACT
What changed for the people involved
One flow had to serve three audiences at once: the riders climbing the mountain road, the two people opening the gatehouse at 5am, and the park, which needed revenue without touching daytime visits.
Cyclists
14 min2 min
of queueing at the gatehouse at peak hour. A car-free climb, every day, and the “what if it closes?” doubt settled by automatic credit.
Gatehouse team
The end of the paper list
Two people validate up to 200 cyclists a morning, in the dark and with no signal. No entry depends on the internet.
The park
5am–9am became revenue
A new line of business in a window that used to sit idle, without competing with regular visitation and with zero serious incidents on the route.
OUTCOME
Results measured over 90 days
R$ 102.6k in revenue in month 3: R$ 44.4k recurring from memberships and R$ 58.2k from Day Users.
6 s
386
2,310
3.4%
83.8
71