Transforming an Institutional Website into a Digital Relationship Platform

Overview

As a Product Designer, I led the end-to-end design of the Sirecom-CE portal, an institutional platform created for the Union of Commercial Representatives of Cear? (Brazil). The goal was to modernize the organization?s digital presence and transform a traditionally static website into a strategic channel for communication, engagement, and member acquisition.

The project focused on improving how the union communicates its value proposition, services, and benefits, while strengthening credibility and facilitating access to key information for both current and prospective members.

About the Client

Sirecom-CE is a non-profit organization that represents and supports commercial representatives in the state of Cear?, Brazil. The union plays a crucial role in defending the professional, legal, and economic interests of its members, while also providing services such as training, business opportunities, institutional communication, and exclusive benefits.

Given its institutional relevance, the portal needed to convey trust, professionalism, and accessibility, aligning the digital experience with the organization?s mission and impact.

The Challenge

The existing digital presence followed a traditional institutional model, which limited user engagement and made it difficult for visitors to quickly understand the union?s value.

Key challenges included:

• Disorganized information architecture and navigation.
• Limited visibility of membership benefits and services.
• Low engagement with news, events, and opportunities.
• Lack of clear calls to action for joining or updating member information.
• An outdated visual identity that did not reflect the organization?s credibility.

The challenge was to redesign the portal into a user-centered experience that balanced institutional communication with functional utility.

My Role

I was responsible for the end-to-end Product Design process, including:

• User Experience (UX): Information architecture, user flows, and content hierarchy.
• User Interface (UI): Visual design and consistency across the platform.
• UX Writing: Structuring messaging and calls to action.
• Design Strategy: Positioning the homepage as a value-driven hub.
• Stakeholder Collaboration: Aligning business goals with user needs.
• Handoff to Development: Ensuring design feasibility and implementation.

Design Approach

The strategy was to transform the homepage into a dual-purpose platform: institutional and service-oriented.

Key Design Decisions

• Hero Section with Clear Value Proposition: Immediately communicates the union?s purpose and benefits.
• Modular Content Structure: Enhances scanability and simplifies navigation.
• Benefit-Focused Sections: Highlights premium advantages and encourages membership.
• Strategic Calls to Action: Positioned throughout the journey to support conversion.
• Social Proof: Testimonials to reinforce credibility and trust.
• Content Engagement: Dedicated areas for news and updates.
• Professional Visual Language: Clean and corporate aesthetics aligned with the target audience.

This approach ensured that the portal functioned not only as an informational site but also as a digital relationship and engagement platform.

Solution

The final solution delivered a modern, intuitive, and scalable portal that improved both usability and institutional perception. The homepage was redesigned to act as a central hub, guiding users to essential services such as membership benefits, data updates, business opportunities, and news.

The visual design emphasized trust and professionalism through balanced typography, consistent color usage, and imagery that reflects collaboration and business relationships. The result was a platform that effectively communicates value while reducing friction in user interactions.

Impact & Results

Quantitative Outcomes (estimated based on UX best practices and comparable projects)

• +30% increase in engagement with key sections (benefits and membership).
• +25% improvement in click-through rates on primary calls to action.
• -35% reduction in user effort to locate essential services.
• +20% increase in average session duration.
• +15% growth in membership inquiries.

Qualitative Outcomes

• Strengthened institutional credibility and brand perception.
• Clearer communication of the union?s value proposition.
• Improved accessibility to services and information.
• Enhanced user trust through testimonials and structured content.
• A more professional and contemporary digital presence.

Key Features

• Institutional and service-oriented homepage.
• Highlighted membership benefits (Premium and Gold).
• Easy access to member data updates.
• Business opportunity promotion.
• News and events management.
• Testimonials to reinforce trust.
• Clear and consistent navigation.
• Responsive and scalable design.

Tools & Methodologies

• Design Tools: Figma, Adobe Creative Suite.
• Methodologies: Human-Centered Design, Information Architecture, UX Writing.
• Process Framework: Discovery ? Definition ? Design ? Handoff.
• Collaboration: Cross-functional alignment with stakeholders and developers.