Montag
Client
Montag School
Industry
Applied AI, Creative Education, EdTech
Headquarters
São Paulo, Brazil
Services
Conversion Optimization, Design System, UI Design, Team Enablement
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About the Project
Montag School is Brazil's first school built to teach generative AI to the people who make creative work for a living. Founded by Bruno Deos, a creative director with a decade of brand work behind names like adidas, Vans, Red Bull, Melissa, and Netflix, Montag exists because Brazil had no serious space to learn or debate what AI actually does inside a creative process. The school has run more than 40 in-company trainings and put over 3,000 professionals through its programs, earning trust from BTG, Nuvemshop, QuintoAndar, and Sesc, and from agencies like Anonymous Content, BFerraz, Gad', HardCuore, Hood, and QNCO, holding an NPS of 90 the whole way. But teaching AI fluency to creative directors comes with a specific trap: the audience is trained to judge craft before it reads a single word of curriculum. Montag needed a digital experience that could survive that scrutiny, and a subscription product that kept members engaged long after checkout, not just a page that looked good in a portfolio.
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GG Studio Methodology®
For Montag, Discovery meant auditing the existing subscription pages against Montag's actual business goals, not assumptions, since this buyer reads design for a living and forgives nothing. Architecture and UX Design translated heatmap and on-page behavior data into a rebuilt page structure, benchmarked against the strongest AI education and creative platforms rather than generic templates. Design System and UI standardized every component across the subscription and member experience, so quality never drifted from one page to the next. Support meant training sessions, written tutorials, and a full A/B testing playbook handed directly to Montag's team. Montag can now test, read its own data, and ship changes independently, without waiting on GG Studio for the next update.
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Most agencies said impossible. We said: let's go!
A school that sells AI fluency gets judged on its own design first.
Montag's pages were being read by an audience trained to spot a templated layout in seconds: creative directors, art directors, and in-house creative leads deciding whether to trust an AI school with their own skill set. Any inconsistency in the subscription or member experience read as a lack of craft, and craft is the one thing this audience will not overlook. The stakes were direct: hesitate on the page, and the conversation about curriculum never starts. Losing this buyer at first sight means losing them entirely.
Redesign backed by behavior data, not internal opinion.
GG Studio deployed the GG Studio Methodology® to structure comparison testing across page variants, backed by heatmap and on-page behavior data instead of guesses. Component-level design work standardized the subscription and member experience end to end, and training, tutorials, and an A/B testing playbook put the process directly in Montag's hands. Conversion rose 22% on the pages GG Studio rebuilt.
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Project Challenges
An AI school selling to designers does not get the benefit of the doubt other categories do. Its own product page is a craft test the buyer runs before reading a single line of curriculum. GG Studio was built for exactly this kind of scrutiny, where conversion work and design credibility have to hold at the same time.
- Convert an audience of professional designers and creative directors who evaluate visual work for a living
- Maintain one visual standard across every page of the subscription and member experience, with zero drift between them
- Replace internal opinion with heatmap and on-page behavior data as the basis for every design decision
- Design a member experience built to hold engagement after checkout, not just convert at the door
- Most agencies would have shipped a redesign and moved on. We shipped a system Montag's team could run without us.
- Train Montag's own team to run tests and ship updates independently, backed by tutorials and a full A/B testing playbook
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Results
After launch, the numbers did the talking a design-literate audience actually respects. Conversion on the redesigned subscription pages rose 22%, measured against the exact variants it replaced. Engagement inside Montag's member community climbed 67%, proof the redesign held attention well past the moment of purchase. Just as important, Montag's own team walked away with the tools to keep this going alone: heatmap literacy, a tested component library, and a playbook naming the next experiments worth running. The pages stopped being a cost center waiting on the next design update and became infrastructure Montag's team runs itself.
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Conversion rate lift on the redesigned subscription pages, measured against the variants they replaced.
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Increase in engagement inside Montag's member community following the redesign.
