Cidade Saudável

Challenge

Municipal managers often failed to recognize the value of Cidade Saudável due to ineffective communication around the platform’s impact. This lack of clarity limited adoption, especially among new municipalities. The goal was to create an experience that not only showcased the platform's results clearly but also built trust and attracted new partners.

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Visual design and user experience:

• A clean, consistent color palette ensured clarity of information and frictionless navigation.

Goal

The main objective was to design a landing page that highlighted the value and impact of Cidade Saudável through concrete data, measurable results, and testimonials, guiding decision-makers through a visually engaging and intuitive experience that demonstrated the platform’s benefits.

Approach

Strategic page structure:

• About the platform: explained the purpose and main features, enabling a quick understanding of the tool.

• Concrete data and results: presented metrics that illustrated improvements in data collection efficiency and accuracy.

• User testimonials: shared real experiences from municipal managers, reinforcing the platform’s reliability and effectiveness.

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Design process

Competitive analysis:

I began by analyzing 10 similar platforms, focusing on how they communicated impact and value. The research showed that most relied on tangible metrics and visual storytelling—insights that I incorporated into our approach..

Content validation:

Working closely with stakeholders, we reviewed the structure and copy. Feedback on tone and language helped refine the content to be more accessible and trustworthy for our audience.

Wireframes and prototyping

Modular structure:

I designed wireframes using a modular approach, with clear hierarchy and a logical flow aligned with the user journey. This helped organize information effectively and made the navigation intuitive for municipal leaders.

Iterative feedback:

Interactive prototypes were tested with stakeholders to validate layout and clarity. Feedback revealed areas for improvement in menu structure and data visualization, leading to enhancements that simplified the overall navigation.

Visual design

Mobile-first and responsiveness:

We prioritized a mobile-first approach, crucial for managers accessing the page on mobile devices. Responsiveness was maintained throughout to ensure a seamless experience across all screens.

Color palette and UI componentes:

The color scheme conveyed trust and professionalism. Clear typography and well-structured UI components supported accessibility while maintaining a lightweight, user-friendly interface.

Data visualization with infographics:

In the results section, I included infographics that illustrated reduced data collection time and increased accuracy. These visual elements made the platform’s impact more tangible and easier to grasp.

Results and impact

• Engagement and adoption: following the launch, we observed an increase in inquiries from municipalities interested in adopting the platform. This indicated that the visual presentation and impact data effectively communicated the benefits of Cidade Saudável.

• Conversion: A/B testing on CTAs and layout led to improved conversion rates, highlighting the importance of clear and easily understandable calls to action.

• Platform expension: within a few months, new municipalities partnered with Cidade Saudável, extending the platform’s reach and driving improvements in public health data collection efficiency.

Note: specific data has been omitted due to a Non-Disclosure Agreement (NDA).

A/B testing impact on CTAs

User action distribution across the landing page

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Conclusion and learnings

This project was an opportunity to apply user-centered, research-driven, and collaborative design to solve a complex challenge around communication and adoption. The clear visual structure, strategic use of data, and user testimonials enabled effective communication of the platform’s value, strengthening its perception among municipal decision-makers.

Throughout the process, I applied key skills in product strategy, user experience, and visual design, core to the role of a Product Designer. This case demonstrates my ability to lead research and design efforts to create solutions that not only meet user needs but also extend product reach, ensuring a direct and positive impact on platform experience and adoption.

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