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Meditation Brazil Website — Purposeful and Clear Design

Introduction

Redesigning a website might seem simple — but in an organization with dozens of volunteers and a spiritual mission, every decision demands empathy, strategy, and sensitivity.

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What started as a simple visual refresh quickly became something deeper. After heatmap and session recordings analysis, it was clear: the real challenge was to turn a generic digital environment into a welcoming, fluid, and strategic journey — as human and sensory as the experience at the physical meditation centers.

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  • Role: Product Designer (research, UI, facilitation, strategy, development)

  • Período: Dec/2022 to Jun/2025

  • Organização: International meditation nonprofit

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Objective

Restructure the digital presence of Meditation Brazil with a focus on:

  • Sustainable acquisition of new members

  • Clarity in value proposition and plan offerings

  • Reduction of irrelevant sign-ups and overload on volunteers

  • A welcoming and accessible digital experience

Key Pain Points and Frustrations

From the old product:

  • Overloaded aesthetic with excessive bright colors and fragmented sections

  • Generic icons, inconsistent typography, and visual clutter

  • Promotional tone misaligned with the organization’s serene nature

  • Vague CTAs and disorganized visual layout

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From users and the organization:

  • Unclear value proposition and pricing transparency

  • Ineffective conversion funnel (attracted many “curious” users with no intent)

  • No segmentation between beginners and experienced practitioners

  • Lack of empathy in content, failing to reflect the warmth of in-person sessions

Research

Methods used:

  • Surveys with qualitative and quantitative questions for active members

  • Heatmap, click, and session analysis of the legacy website

  • Benchmarking against other units of the NGO and wellness competitors

  • Word cloud to identify response patterns in qualitative answers


Key insights

  • Online audiences had different expectations from those recruited in person

  • Transparency and warmth were critical trust factors

  • The emotional experience of the physical centers needed to be visually translated

  • Many users didn’t understand if the service was paid, free, or donation-based

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Business Goal vs. User Goal
Information Architecture

After aligning with volunteers on the actual target audience, I led collaborative workshops to define the ideal information architecture — guided by data, project goals, and UX principles.

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Together, we prioritized content using dot voting and grounded our decisions on three strategic pillars:

  1. Convey trust and safety

  2. Clarify doubts and objections

  3. Direct curious users to the intro session and committed users to paid plans

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The prioritization of sections, flows, and content was done using the dot voting technique, balancing the NGO’s needs with the users’ real expectations. The result was a clear, streamlined, and conversion-oriented architecture — without losing the warmth and transparency that characterize the center.

Visual Co-Creation - Branding

Alongside the architecture, I also led activities to define the visual style collaboratively — respecting both the NGO’s identity and the emotional experience of its users.

  • Moodboard Workshop with Dot Voting

Each volunteer brought visual references (moodboards), which we discussed as a group. We used dot voting to identify the patterns most aligned with the NGO’s values: simplicity, warmth, and clarity. These guided the site's visual identity.

  • Survey - Brand Font

To strengthen the sense of belonging and reflect the preferences of active practitioners, I facilitated a vote among experienced members to choose the brand’s new primary font. The strategy was to attract the right audience using visual elements that resonate with their taste.

  • Consistent Application of Visual Language

Based on collective decisions, I applied a minimalist aesthetic with soft tones and light fonts. The result balances rational and emotional content while ensuring accessibility and narrative fluidity throughout the experience.

Solutions

  1. Entry quiz as a smart filter: directs users to either the (free) introductory lecture or to a (paid) plan

  2. Emotional design: soft color palette, nature-inspired elements, and symbolic visuals that evoke introspection and belonging

  3. Sessions with visual storytelling: Heart-shaped map → the treasure is within  / Timeline of testimonials → the more you practice, the greater the benefits.

  4. Real photos of instructors + testimonials → builds trust (a differentiator found in research: the humanized support and trust in the specialists)

  5. Plans with metaphorical names (Sun/Cloud) to facilitate and reduce the decision-making time.

  6. Visible prices to filter audience (curious vs. paying).

  7. Dynamic sign with the word “Together!” translated into multiple languages — reinforcing the value of a global community without borders.

  8. Development on Wix, ensuring sustainability through a platform already familiar to the NGO’s team

  9. Editorial team training to maintain an updated blog with an SEO focus — a long-term strategy for organic traffic and self-sustained growth.

Validation

  • Unmoderated usability tests with two elderly women with low digital literacy: “Very clean and objective. Makes you want to keep reading…”  /  “Super easy to navigate.”

  • Text validation by a bilingual reviewer (Portuguese–Korean), ensuring conceptual fidelity and cultural fluency.

Final Design

The new site delivers an experience that is more intuitive, fluid, and emotionally aligned with the organization's values. Each section respects the user's pace and understanding, balancing rational content with visual and emotional stimuli.
Beyond the improved interface, the project left a strategic legacy: team empowerment, structured processes, and a UX culture organically established.

Access the new website here.

Estimated Impact (real data + validated projections)

Unique visitors

+160%

Total sessions

+181%

Lead quality

+12%

Clarity in plans/pricing

+40%

Lecture bookings

+20%

Perception + navigation

+30%

CTA effectiveness

+30%

Time saved (NGO)

-20%

Time saved (user)

-25%

Wasted time

-35%

Brand/credibility

+25%

Conversion funnel

+35%

Overall success (estimated): 85%

Result calculated based on a weighted analysis of strategic indicators (traffic, conversion, qualification, usability, brand perception) and qualitative analysis. Reflects a solid and evenly distributed impact on the main pain points of the original project.

*The data analyzed reflect an initial 1-month period and may be refined based on longer-term observations.

Achievements

  • Digital transformation with a focus on warmth and strategy

  • Team empowerment through workshops and collaborative practices

  • Creation of an intelligent acquisition flow, segmenting users by maturity and interest

  • Significant reduction in onboarding friction

  • SEO and organic content management with an internal team

  • Practical validation of user-centered design and a culture of continuous improvement

Hi!

I'm a designer with a strong product-led mindset. My philosophy is to humanize technology — putting users, clients, and stakeholders at the core of the process.


I am particularly interested in innovation research and visual design.


I've worked in both autonomous and agile corporate teams, designing responsive web apps, SaaS platforms, landing pages, institutional websites, native apps, and TV interfaces.


I focus on identifying product pain points, shaping feasible strategies, and turning them into user-centered design solutions. I’m thoughtful in decisions and flexible with change.


If you think we’re a good fit, feel free to reach out using the form below!

Please fill this in carefully — I’ll reply to this email address.

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