Digital Transformation

The Regional Council of Engineering and Agronomy of the State of São Paulo (Crea-SP) is the largest Supervisory Council for Professional Practice in Latin America and is among the largest in the world.

In 2021 a Digital Transformation is their main goal, and they choose Jaqueline Miguel as their UX and UI Designer.

Service Portal

Challenge

Users faced difficulty navigating CREA-SP's digital platforms, resulting in time wasted trying to locate essential services. The goal: develop a unified, personalized service portal focused on usability and efficiency.

Achievements

Led the development of the CREA-SP Design System (Figma), resulting in greater consistency and efficiency.
Redesigned the interface, which increased accessibility by 30% (improved contrast, typography, and navigation).
Performance optimization that accelerated loading times by 15% (layout and responsiveness).

Identified Challenge

Users were struggling to find key services on the CREA-SP website, leading to wasted time and frustration. The goal was to develop a unified, personalized portal focused on usability and quick access to the most frequently used services.

Project Steps

Initial Analysis

Identified the need for a centralized digital portal with improved usability and service accessibility.

Behavior Mapping

Heatmaps were applied to the existing website to understand navigation patterns and define which services should be prioritized in the new structure.

Benchmarking & UX References

Conducted benchmarking with other regional CREA websites and professional councils’ service portals. Major national banking platforms were also analyzed and adopted as usability and interaction standards.

Soft Minimalist Download Multiple Devices Mockup.png

BEFORE / AFTER Crea-sp Website

Site Redesign & Visual Alignment

Based on benchmarking insights, the CREA-SP site was redesigned to reflect best practices in navigation, layout, and accessibility — integrating improvements directly into the new architecture and aligning it with user expectations.

Design System Creation

Developed a comprehensive design system (check out the demo below) to ensure visual and functional consistency across the redesigned site and future digital products

MVP Prototyping

Designed the MVP using Figma, focusing on mobile-first and responsive design, streamlining access to services. After we were happy with the wireframes, it was time to translate them into UI designs that would be handed over to the developers for implementation.

Design System

User Testing
Conducted usability tests with over 120 participants — 60 on mobile and 60 on desktop — to validate the new interface and user flows.

Refinement and Handoff
Refined layouts and interactions based on user feedback and created complete documentation and user flows for the development team.

MVP Launch Support
Provided ongoing support throughout development, ensuring the final product met usability and design goals from MVP to delivery.

Additional projects

As part of CREA-SP’s broader digital transformation, there was a clear need for an automated support channel to help users quickly find information and navigate services. This led to the creation of Minerva — an omnichannel chatbot designed to assist users across all CREA-SP digital platforms.

Challenge: Users often struggled to locate specific services or documents. The customer support team was overwhelmed by repetitive inquiries, which led to delays and inefficiencies.

Achievements:

Provide 24/7 automated assistance across multiple platforms (website, mobile, intranet).
Help users find services, documents, and institutional guidance efficiently.
Reduce the workload of the support team by automating frequent questions.
Ensure Minerva’s tone and identity aligned with CREA-SP’s updated digital ecosystem.