Connecting people to the global knowledge and impact event.
Context
TEDx is a program of local, independently organized events that bring people together to share a TED-like experience. It is the only TEDx in the world named after a biome, and for this reason it is of great importance for discussions not only in Brazil but also around the world. TEDxAmazônia values ideas that deserve to be shared, connecting with the regional wealth.
Project carried out in partnership with Jéssica Larissa.
TEDxAmazônia
Position
Jr. Product Designer
Time
8 months
Delivery
Website ~ desktop and mobile
General objective.
Deliver a better experience within the website, aiming for a more intuitive information architecture and easy access for different audiences and users.
What would planet Earth be like without the Amazon rainforest ?
The Amazon forests function as large carbon warehouses , which are stored in plant tissues.
ipam.org.br
Brazil is preparing to host COP 30 in Belém , where an influx of 40,000 people is expected, 7,000 of which are from the UN alone.
gov.br
The Amazon has lost 500,000 km² of forest in 37 years, according to a survey.
g1.globo.com
What can we learn from the past?
Inconsistency
The old building had many variations in styles, colors and layout of how the content was presented. Presenting an inconsistency.
Full English
English page showed to be
more complete because it is in a different version than the PT-BR version.
Sponsor
Sessão de patrocinador falta informação, como proposta de valor e formatos de patrocinar o evento.
Youtube as a safe source
Some users went to YouTube to look for information, believing it would be a reliable source and where there would be more content.
What are the refs. in Brazil and in the world?
At this point, many possibilities begin to appear, ranging from having a more visible FAQ to having a more inclusive website. Crazy 8's and How Might We are designed to help explore creativity and prioritize the ideas that require more effort/time.
I started by sketching out some ideas, initially combining sections of the website with new ideas and needs that were presented by users. And then combining these needs with those of the client to have a new proposal that was more aligned with the business.
Attractive layout and organization for speakers.
Content on socioeconomic impact.
Map and location display.
Events focused on proactivity, number of hours of content and relevance of the people present.
Clear display of how to sponsor the event and how the sponsor's brand can be displayed.
Events have excessive information which makes it difficult to prioritize content.
Lack of heuristics, such as
status and navigation.
Buttons with confusing actions and description.
After 3 rounds of test construction with card sorting and information architecture, we understood that we needed to have more pages to better organize and group the website content. These were: home , agenda, about us, supporters, editions and contact.
Furthermore, our construction was designed in 3 different moments, considering the audiences and their objectives during the process . In this way, we were able to maintain a main information architecture and the website was adapted and prioritized each moment and objective of that phase.
What should we do?
prioritize on the site?
One objective seed at a time.
Public and your goals.
1st MOMENT
Sponsor / Business
First moment with a Hotsite, focused on showing what it was like in 2023 with a video case and main information for attracting partners and sponsors for 2024.
Public and your goals.
2ND MOMENT
Registration / Volunteer
Then, a short period for event and volunteer registrations.
Public and your goals.
3rd MOMENT
Agenda / Event
And as the event approaches, the agenda is being created. The website is focused on having all the information needed for the event.
We executed the project always thinking about how to have a good experience on different devices, working well with the columns. In addition, to have better visibility of the information and content, whether through contrast or avoiding the use of terms that would make reading difficult.
Impact numbers.
Here we collected some numbers from the client about the scope of the impact in different delivery spheres of the project. Whether through media, reach or people impacted, we believe that the website may have influenced all of them.
Speakers
76
the vast majority being from the northern region of Brazil
Participants
900
totaling the 2023 and 2024 editions
NPS
90
in the 2024 edition
and NPS 86 in the previous edition
Sponsorship
9
sponsors in the last two editions
Scope
500+
millions through coverage
of media
238.5k
accounts reached only in 2024. Generating an increase of 694% compared to 2023
Views
678.2k
views. Total number of times posts were viewed in the 2024 edition alone
Articles
400+
articles published in the main media outlets
Conclusion and lessons learned.
I feel that the lack of direct communication with Moara Tupinambá may have made it difficult to apply the visual identity to the website.
During the card sorting and interview process, we failed to talk to some audiences, for example, sponsors.
Difficulty in measuring numbers and impact because the old website was created on another server.
I believe there were many lessons learned during the process, from how to conduct some meetings with the client to how to map and select users for testing.
But for me, I believe that what we should prioritize for the next edition is how we are going to measure and which metrics we are going to use to reach this impact measurement.