Summary
The Brazilian Medicinal Cannabis Congress (CBCM) is the main scientific and professional congress in Latin America that aims to bring innovation and advancements related to the medicinal use of cannabis. The CBCM features lectures, committees, and a fair on medicinal cannabis.
1st stage, UX Research:
UX Research would greatly contribute to the development of the User Flow, keeping the project core cohesive.
Briefing - The client would like to redesign the CBCM institutional website to attract the public to the congress and communicate the brand essence. Based on user data and the client's perception of CBCM, I concluded that the brand conveys seriousness, humanism, and innovation.
Benchmark - I started researching the sector in which CBCM operates, competitors, users, and their perception of the entire ecosystem (via news, third-party research, and competitors). I concluded that the medicinal cannabis market is a growing sector in the process of regulation; in 2014, the first importation of cannabis-based medicines occurred, and today it is a market worth R$26.1 billion. Historically, cannabis has been associated with recreational use and carries a social stigma. Scientific research has shown the therapeutic benefits of cannabidiol (CBD) and other cannabis compounds. Research and regulations have helped reduce the social stigma associated with cannabis.
Persona - João Silva is a 38-year-old neurologist residing in São Paulo, Brazil, with a growing interest in alternative medicine, especially in the therapeutic potential of medicinal cannabis. He seeks to expand his knowledge in this area, connect with other professionals, and discover new research and innovations related to the use of medicinal cannabis. He faces challenges in finding reliable information and overcoming the social stigma associated with cannabis use. João values transparency, ethics, and constantly seeks to expand his knowledge to provide the best possible care to his patients. He expects the Brazilian Medicinal Cannabis Congress (CBCM) to offer a diverse program, educational materials, and an intuitive interface to facilitate access to relevant information.
Discovery - The business opportunity I identified for the product's differential was to use the following approaches:
Authority - Aiming to convey authority and seriousness to the user, relevant institution certificates, highlights of speakers, committees, and supporters, relevant metrics about CBCM, and content reinforcing authority were displayed.
- Innovation - Highlighting innovations and regulations related to the cannabis market is crucial for user acceptance and perception of CBCM.
- Morphism design - Morphism design is a visual design style widely used by major companies like Apple and Netflix. I used it to create a blend of seriousness, innovation, and humanism, amplifying the authority bias and the sense of innovation.
2nd stage, User Flow (UX Design):
Below are the main functionalities along with a summary and the decisions made for each.
Hero - To capture the user's attention, I made the following decisions:
- Hero height - Not allowing the hero to occupy the full height of the ViewPort (user's viewing area) to avoid giving the user the illusion of completeness. The concept is to let the user know there is more content and not abandon the site too early.
- Hero information architecture - Visually dividing the hero's information keeps the user engaged in reading and intrigued to discover more.
Morphism design - Used in content containers to convey the brand essence and bring dynamism to content reading.
Schedule - To show the benefits the user will have by attending the congress. A challenge I faced was dividing various themes and subthemes in a way that was intuitive for the user. The solution was to group lectures of the same theme in a container and then divide the subthemes with spacing and visual differentiation. The benefits of this approach were to attract the user's attention to the congress attractions and demonstrate the number of benefits they would have by attending.
Speakers - The decision to display speakers in a carousel aims to intrigue the user to discover which speaker will appear next.
About us and support - Providing information about the congress helps the user identify with the brand and increases CBCM's authority, showing which relevant institutions endorse the initiative.
3rd stage, Develop User Interface (UI):
The entire process is done in Figma with support from FigJam and ClickUp.
1. Create a design system and its components based on the existing visual identity (colors, typography, logo, icons, etc.);
2. Simulate and optimize for smaller screens like tablets and mobile (Responsive Design);
3. Validate with the client;
4. Delivery.
Skills
Tools
Figma
ClickUp
UI design
Design principles
Design system
Responsive design
Morphism design
UX design
Design Thinking
UX Research
Emotional Design
User Flow
Web Information Architecture
Accessibility Design
Dev Experience
