The challenge

Currently, Alpargatas does not offer a structured “Day One” onboarding experience. The integration process follows a traditional institutional model, where new employees spend the day in a room receiving information from different departments such as Human Resources, HSE, Operational Excellence and Industrial Engineering, along with administrative tasks like contract and document signing. While administratively effective, this model is highly informational and minimally interactive. It lacks emotional connection, cultural immersion and meaningful engagement. The traditional onboarding approach no longer reflects the dynamic, creative and energetic culture of Alpargatas, nor does it meet the expectations of newer generations. As a result, the experience feels fragmented, impersonal and unable to strengthen the relationship between employees, culture and purpose from the start.

The solution

The ALPA Onboarding Experience was designed to transform how new employees connect with the company from their very first day. It brings together design, culture and strategy into a cohesive journey that translates the essence of Alpargatas and its brands. More than a welcome process, ALPA redefines onboarding as a human, immersive and inspiring experience, using the language of creativity, connection and purpose. Every touchpoint — from spatial design to digital interactions — reflects the concept “Live this energy”, fostering a sense of belonging, pride and motivation to grow within the company from day one.

Creative and development process

The project was developed through a strategic UX and Service Design approach, with a strong focus on understanding the problem before proposing solutions. Analytical tools were applied to uncover root causes and opportunities, including: Ishikawa (Fishbone) Diagram, to identify core onboarding challenges SWOT Analysis, to assess strengths, gaps and strategic opportunities These insights guided decisions that shaped not only interfaces, but the entire onboarding experience model.

Design in partnership with the business

A key pillar of the project was the close collaboration with the business, ensuring alignment between user needs, culture and organizational goals. Active collaboration with internal teams A structured co-creation process Strong alignment with ALPA’s purpose and cultural values Clear definition of expected business and people impacts The insight is: When design and business move together, experiences gain depth, purpose and measurable results.

Methodology

The ALPA onboarding redesign followed a UX/UI methodology based on iterative processes, evidence-based research and user-centered design. The framework was structured into seven key stages, each contributing to a consistent, modern and high-impact outcome:
• Discovery & Context Analysis – Understanding organizational goals, onboarding challenges, existing processes and cultural context, while aligning early with business and HR stakeholders.
• Research & Stakeholder Alignment – Synthesizing insights from internal teams and onboarding touchpoints to identify employee pain points, expectations and moments of friction across the journey.
• Ideation & Experience Strategy – Defining personas and experience profiles, establishing onboarding principles, priorities and a clear UX strategy aligned with organizational needs.
• Design & Prototyping – Designing intuitive, accessible and visually cohesive experiences, supported by interactive prototypes to validate flows, structure and key interactions.
• Testing & Validation – Iterating and refining the experience through feedback and validation to improve clarity, usability and engagement.
• Implementation & Experience Architecture – Structuring a scalable onboarding framework that integrates activities, content, digital touchpoints, design systems and reusable components.
• Launch & Measurement – Documenting guidelines, assets and handoff materials, enabling long-term scalability and continuous improvement through measurement and learning.

Impact and systemic vision

More than a visual redesign, this project proposes a new way of thinking about onboarding, centered on user experience and the human need for belonging. The initiative goes beyond branding, redesigning flows, interactions, content and key moments of the onboarding journey. It supports faster adaptation, stronger engagement and cultural alignment, contributing to long-term retention — especially among younger talent — through continuous support and meaningful experiences.

Key deliverables of the new onboarding experience:

• Physical experiences and spaces
• Communication materials
• ALPA Digital Experience (mobile app and digital solutions)
• Onboarding strategy, guidelines and documentation