SEST SENAT
Driving transformations with UX and digital product leadership
MY CONTRIBUTION
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Product Management
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Product Design
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User interface
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UX research
TEAM
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PM - UX/UI
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UX Writer
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Dev (3x)
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Scrum master
Challenge
We always had our institutional website, but our health and education services were on another platform. This created a series of problems: customers never knew which site was right, decentralization of our channels, the service platform provided a very poor experience and weakened our SEO.
Another part of the challenge was the process. We have an organizational structure where departments are very separate. Technology and business areas talked strictly about what was necessary to build systems. The exchange of views on each side was very weak.
Solution
The first step was think how to build a unified navegation, bringing together both institutional content and services in a single environment. Before we design the user journey we perfom user research to understand how they use to deal with technologies and the finds was crucial to define the foundations of the project.
PLUS:
Leading a new way to build digital products
I suggested and led a series of unprecedented initiatives in the organization:
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work team organized in the form of a multifunctional squad
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stimulate a results-oriented mindset
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real application of agile development methods
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UX as part of the websites process
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look at our website as a digital product.
Among the initiatives, for the first time were the areas of UX learning, interviews and interviews with users.
Then we restructured the architecture of information of the institutional site to receive health and education services. We thought about how to relate services and content so that one approach strengthened the other. Only then did we start designing the screens.
The new layout was based on the visual sign that is used in the Operational Units. The idea was to bring the virtual language closer to the language used in physical builds to create a deeper experience of relationship with our brand.
Usability tests provided important insights before launch. Here are some details we discovered:
Usability tests provided important insights before launch. Here are some details we discovered:
In Portuguese there is no word “login”. So we decided to use a Portuguese verb in the URL.
Users rarely read the notices we post. Whenever possible, we turn warnings into alerts.
The working format, under my leadership, was considered a very successful test that should be applied to more projects in the organization. I am proud to have proposed this format and I am grateful that the leadership has placed so much trust in this initiative.