Unimed Fortaleza Digital Ecosystem
Situation
From 2014 to 2015, Unimed Fortaleza — the fourth largest medical cooperative in Brazil and the second largest health plan in Ceará, serving over 400,000 beneficiaries — operated with a digital presence built on a legacy website created in 1998 and maintained in a fragmented, inconsistent manner ever since. Each digital service required a separate login, forcing customers to authenticate repeatedly across different platforms. The outdated technology and brand misalignment made the experience unreliable and disconnected from the cooperative's market positioning.
Task
As the sole Web Designer, investigate, research, and design the complete digital ecosystem of Unimed Fortaleza — unifying its fragmented digital presence into a cohesive, modern experience for both customers and cooperating physicians.
Action
Mapped the full Unimed Fortaleza customer journey as the only designer on the project, covering all touchpoints across the fragmented legacy ecosystem;
Defined and designed a two-tier digital architecture: Portal Unimed Fortaleza, a public-facing layer for contact, sales, news, and brand reinforcement — and Minha Unimed, a unified authenticated area giving customers and cooperating physicians seamless access to all digital services, including payment slips, income tax statements, and plan settings;
Eliminated the need for multiple logins by consolidating all authenticated services under a single sign-on experience;
Designed flows and interfaces aligned with Unimed Fortaleza's updated brand identity, replacing an outdated visual language with a consistent and modern design;
Delivered the full ecosystem in time for launch in December 2015.
Results
Lead Time reduced by 45% across all Design Squads — from 20 to 11 days on average;
Cycle Time reduced by 42% — from 12 to 7 days on average;
251 Design System components delivered, alongside a component pricing framework generating an estimated R$5 million in operational savings;
21 templates and frameworks increased artifact consistency and improved designer efficiency in workshops and alignment sessions by 50%;
Launched a Design Team intranet page centralizing all day-to-day materials, processes, and content in a single reference hub for the entire design organization;
Developed a dedicated designer onboarding page, ensuring new team members could ramp up quickly and consistently from day one