Designing the communication ecosystem for Brazil’s largest international trade event

FICOMEX (2024–2026) | International Trade Platform & Experience Design Highlights: • Designed and scaled a multi-channel experience across digital and physical touchpoints for one of Brazil’s largest international trade platforms. • Developed end-to-end UX/UI for websites, registration, ticket purchasing, participant access, content, news, and post-event experiences. • Structured multilingual interfaces in PT, EN, ES, and FR to support international audiences, institutions, and stakeholders. • Supported FICOMEX’s expansion from Brazil to Europe, contributing to its first international edition in Lisbon, Portugal, in 2026. • Contributed to an international edition generating €200M+ in prospective business opportunities, 200+ B2B meetings, and 15+ technical visits. • Applied user-centered design to a complex international ecosystem, balancing institutional, commercial, business, and user needs. Problem → Solution: • International trade involves complex information, multiple stakeholders, different languages, and distinct participant journeys, creating barriers for companies seeking global business opportunities. • As FICOMEX expanded internationally, the digital ecosystem needed to support Brazilian and European audiences while maintaining a clear and consistent experience. • Designed clear user journeys for participants, companies, investors, sponsors, institutions, and international stakeholders. • Created simple and conversion-focused experiences for event discovery, registration, ticket purchasing, participant access, and communication. • Structured multilingual content and interfaces to support international scalability. • Extended the digital experience beyond the event through news, institutional content, and post-event experiences. Process: • Interviews with business leaders and ACIEG members • Institutional research with 50+ embassies and trade organizations • Benchmarking global events such as Web Summit and Smart City Expo • Mapping user journeys across pre-event, during-event, and post-event experiences • Information architecture for complex institutional, commercial, and event content • UX/UI design for registration, ticket purchasing, participant access, and content experiences • Multilingual interface design across PT, EN, ES, and FR • Iterative design based on stakeholder validation, NPS research, and user feedback • Collaboration across design, development, marketing, journalism, commercial, and leadership teams • Continuous product evolution across three consecutive editions Results & Learnings: • Supported FICOMEX’s evolution from a Brazilian event into an international trade platform with its first European edition in Lisbon in 2026. • The international edition generated €200M+ in prospective business opportunities, equivalent to more than R$1 billion. • Supported an ecosystem responsible for 200+ B2B meetings and 15+ technical visits focused on innovation, entrepreneurship, and internationalization. • Validated that simplicity in complex registration and information flows improves accessibility and engagement. • Reinforced the importance of multilingual and localized design when scaling digital products across international markets. • Demonstrated how a digital product can support the complete user journey before, during, and after a physical experience. • Established a scalable digital foundation for the continued evolution of FICOMEX, with the next international edition confirmed for 2027. My Role: • End-to-end UX/UI design for websites, landing pages, registration, ticket purchasing, and participant experiences • Information architecture and user journey design • Multilingual experience design across PT, EN, ES, and FR • Development of scalable visual systems across digital and physical environments • Collaboration with multidisciplinary teams across development, marketing, journalism, commercial, and leadership • Direct interaction with institutional partners, business leaders, and event organizers • Implementation of NPS research and user feedback loops to support continuous improvement across editions • Product evolution and international adaptation from Brazil to the European market Skills: UX/UI Design, Product Design, Product Thinking, Information Architecture, User Journey Mapping, Multilingual Design, Internationalization, Design Systems, User Research, NPS Research, Stakeholder Management, Cross-functional Collaboration, Event Experience Design, Business Strategy