Turning a Speed Test into a Growth Engine

Overview

I led the design of a proprietary internet speed test as part of a broader strategy to expand acquisition channels and strengthen brand authority.

What started as a simple utility evolved into a growth engine, combining product design, SEO strategy and a national recognition system for telecom providers.

The opportunity

We identified that keywords related to internet speed tests had high search volume and strong user intent.

Users typically run speed tests when they are dissatisfied with their internet connection or considering switching providers.

This created a key opportunity:

Capture high-intent users at the right moment and guide them into a comparison and conversion flow.

Strategy

Instead of treating the speed test as an isolated tool, we positioned it as a core entry point in the acquisition funnel.

The goal was to deliver immediate value and seamlessly transition users into the product ecosystem.

Designing the experience

I designed the end-to-end speed test experience, focusing on simplicity, speed and clarity.

The interface needed to be intuitive while supporting a broader strategic goal.

From utility to conversion

A key decision was integrating the test into the acquisition flow.

Instead of ending the experience after the result, we:

• Captured user location automatically
• Used contextual data from the test
• Presented relevant plan options

This transformed the tool into a conversion entry point.

Turning data into strategy

As users interacted with the product, we collected valuable data including speed, location and provider performance.

This unlocked a new opportunity:

Transform product data into a scalable strategic asset.

Creating a national benchmark

We used this data to build a national ranking and award system for internet providers.

This included:

• Defining evaluation criteria
• Structuring data into meaningful insights
• Designing a recognizable visual identity

From product to brand

The award system extended the value of the product beyond its original purpose.

It enabled:

• Telecom providers to showcase recognition
• Increased brand authority
• New distribution opportunities

What started as a utility became a brand asset.

Media & recognition

The initiative gained visibility across major Brazilian media outlets, reinforcing credibility and expanding reach.

Links

• Article 1
• Article 2
• Article 3

Impact

While specific metrics are confidential:

• Generated significant organic traffic
• Increased user entry into the comparison funnel
• Strengthened brand authority
• Expanded acquisition channels

Collaboration

Key takeaways

• High-intent moments are powerful acquisition opportunities
• Utility products can become growth engines
• Data can drive brand authority
• Product and marketing integration is key for scale