The Diboo logo
Coloring, one of many mini-game options available
Diboo was created as a partnership between a leading education startup and a beloved Brazilian TV educator. My challenge was to create an online space that combined decades of trusted educational content and TV presence with a modern online education platform. By researching franchises that successfully bridged similar gaps, e.g., Sesame Street, Mister Rogers Neighborhood, I noted a pattern of immersive and highly interactive storytelling, paired with simple navigation that kids and parents could explore together.
My solution featured a playful, DIY-inspired brand and a gamified UI to guide young, often pre-literate users independently. For parents, the emphasis was on educational value and opportunities for quality time with their children. Diboo quickly gained traction, with 5,000+ paying subscribers and averaging 500 daily visitors within eight months.
Event brochure
The creative lessons curriculum was visually represented to children as a mountain climbing challenge
A social media post for one of Diboo's many creative challenges
To define Diboo's features effectively, I collaborated with the project's PM to engage directly with a community of early-adopter parents. This interaction provided valuable insights into children's interests (aged 3–8) and parental expectations.
Leveraging these insights and relationships, I was able to prioritize high-engagement, low-effort features such as mini-games, talent galleries, and downloadable coloring activities, alongside video lesson modules produced by the team internally. This agile, community-centric approach allowed the team to quickly test new ideas and identify the ones with higher impact.
Social media post imagery
The homepage started at the top of a waterfall and ended at the bottom of a lake
One highly successful outreach approach I helped the team identify through this agile methodology was the creation of weekly themed creative challenges. Reproducing a dynamic that we saw play out in a small scale activity, we invited creative submissions around specific weekly themes. High participation was consistent and extended beyond children, mobilizing entire families, which boosted user involvement and word-of-mouth.
To sustain these challenges and other weekly social media efforts, I developed a system of reusable graphic templates for Facebook (heavily used by parents then) and the website, which streamlined content creation and helped keep brand consistency. As content demands increased, I transitioned into a more strategic role, supporting the hiring, training, and management of design staff to support content creation.
The project had a distinctive graphic style, to support a rich visual narrative
The talent gallery displayed user submitted material