









Context
The Trade Portal is the main digital channel of the National Confederation of Commerce of Goods, Services and Tourism (CNC), aimed at disseminating news, economic research, and institutional solutions for entrepreneurs, Federations, and Unions throughout Brazil.
In 2023, the portal faced a decline in engagement and difficulties in navigation. The visual and informational structure was outdated, with complex layers of access, repeated and inconsistent sections, lack of visual standardization, and a non-functional search field, compromising the user experience.
Challenge
How to redesign the portal to make it intuitive, modern, and functional, reflecting the credibility of CNC and allowing users to quickly find what they are looking for?
Furthermore, it was necessary to align the website with the new Design System of CNC, making it scalable, accessible, and prepared for a growing audience on mobile devices.
Solution
Along with my UX partner, Claudia Caroline Calixto, we led the complete redesign process of the portal, applying research methods, information architecture, and user-centered interface.
Among the main design decisions:
Benchmarking: we analyzed portals from other confederations and national and international references from corporate institutions.
Data Analysis: we identified the most accessed content on the old website, guiding the new information hierarchy.
Interviews and alignment with stakeholders: we collected internal perceptions about pain points, opportunities, and content priorities.
Card Sorting: we reorganized the structure of menus and categories based on the users' mental models, reducing cognitive effort.
The new interface was designed following UX guidelines and the CNC Design System, reinforcing institutional identity with corporate colors and typography. We created a more fluid and predictable experience, with clear menus, modular pages, and consistent components (cards, buttons, forms, and carousels).
The portal was also redesigned with full responsiveness, ensuring perfect adaptation between desktop and mobile – an essential step given the increase in traffic via smartphones.
Tasks
Leadership in UI Design, defining grids, components, and visual standards.
Co-direction of UX research and card sorting.
High-fidelity prototyping in Figma, integrating CNC's design system.
Information architecture reorganized based on analytical data and tests with stakeholders.
Creation of new navigation patterns and highlighting of strategic content.
Results
+121% growth in active users after the redesign, expanding the reach and visibility of the portal.
+180% new users, reflecting the success of improvements in SEO, usability, and information architecture.
Organic search became the main acquisition channel, solidifying the content as relevant and easily found.
Mobile traffic close to 50% of the total, validating the performance of the mobile-first experience.
The new layout and content strategy attracted a larger and more qualified audience, with more intuitive and efficient navigation.
The portal began to offer a consistent and modern experience, aligned with the CNC design system and UX principles.
Interface
Open to new projects
Let's go
talk?


