Overview
What this challenge is about.
Map a cosmetics brand's customer journey from data, find drop-off points, and propose fixes. Complete the challenge for a verifiable certificate.
The scenario
BrilhoBeleza is an early-stage direct-to-consumer skincare brand in São Paulo, Brazil (roughly 25 employees, under R$20M annual revenue) that sells quiz-personalized routines online with no physical stores. It is acquiring visitors successfully but converting and retaining them poorly, and the small team has behavioral data it has never analyzed end to end.
The Brief
What you'll do, and what you'll demonstrate.
Where in BrilhoBeleza's digital customer journey are shoppers abandoning carts and failing to return, and which prioritized improvements will most increase conversion and retention?
Earning criteria — what you'll demonstrate
- Construct an end-to-end customer journey map from behavioral and self-reported data
- Quantify and interpret funnel drop-off to locate where and why customers are lost
- Triangulate quantitative analytics with qualitative survey and session evidence to validate friction points
- Prioritize improvement recommendations by expected impact and feasibility
- Communicate data-driven findings persuasively to a non-technical audience
Program Fit
Where this fits in your program.
Sharpens the same skills your degree expects you to demonstrate.
Aligned coursework coming soon.
Skills
Skills you'll demonstrate.
Each one shows up on your verified credential.
- Customer Journey Mapping
Apply customer journey mapping to solve real industry problems and demonstrate production-level capability.
- Data Analysis
Analyze real datasets, build models, and communicate findings that drive decisions.
- Ux Research
Apply ux research to solve real industry problems and demonstrate production-level capability.
- Conversion Rate Optimization
Apply conversion rate optimization to solve real industry problems and demonstrate production-level capability.
Careers
Career paths this challenge builds toward
Completing this challenge demonstrates skills that transfer directly to these roles:
Customer Experience Analyst
This challenge mirrors the core CX analyst loop: ingest behavioral and survey data, map the journey, and surface evidence-backed friction points. You practice turning scattered signals into a prioritized plan leadership can act on, exactly as the role demands.
This challenge sharpens
- customer-journey-mapping
- data-analysis
- ux-research
Conversion Rate Optimization Specialist
By quantifying funnel drop-off and proposing impact-ranked fixes for checkout and quiz friction, you build the CRO specialist's central muscle: locating revenue leaks in a digital funnel and arguing which intervention to run first.
This challenge sharpens
- conversion-rate-optimization
- data-analysis
- ux-research
Product / UX Researcher
Triangulating session observations with survey sentiment and analytics is the heart of UX research. You learn to validate pain points across multiple evidence sources before recommending design changes, a discipline that transfers directly to research roles.
This challenge sharpens
- ux-research
- customer-journey-mapping
- data-analysis