Intro
All Blue – Event Suite
All Blue is a suite of B2B and B2B2C applications designed to transform event management and experience. Born within the FIS Initiative – an organization dedicated to connecting large companies, startups, leaders and public agencies to transform the healthcare ecosystem – All Blue has established itself as the strategic tool that has driven the success of FISWeek, the largest healthcare innovation event in Latin America .
Composed of integrated solutions, the All Blue suite automates flows, enhances the participant experience and optimizes the operations of organizers and sponsors. Its main applications include:
BlueMagic : The central event management system, allowing you to configure and update information such as speakers, schedule, partners and sponsors, synchronizing everything automatically with other platforms.
Event Website: Information mirror managed by BlueMagic, aimed at the general public for advertising, ticket sales and attracting sponsors.
Ticket Portal: Own system for purchasing, managing and transferring tickets, reducing operational costs and increasing efficiency in the administration of credentials.
Event App: Central hub for the attendee experience, bringing together programming, map, connections between people and companies, chat, mentoring, job opportunities and sponsor benefits.
BlueCommunity: The future social hub of the All Blue ecosystem, where attendees and companies can stay in touch after the event, access opportunities and interact in an ongoing community.
With this digital infrastructure, All Blue transformed the organization of FisWeek, taking the event to a new level and attracting the interest of major market players, such as Firjan, Unimed, Google Health and ANS (National Health Agency), interested in adopting the technology for their own events.
Role
Discovery, Research and Strategy:
I conducted in-depth research to map the pain points of users and organizers, creating personas, journeys, empathy maps, affinities and the information architecture for the initial prototypes.Design and Prototyping:
I worked as a UX/UI Designer and Product Designer, developing wireframes, low-fi and high-fi, validating concepts with stakeholders and iterating solutions that brought clarity and ease of use, even for audiences with little digital familiarity.Product Management and Leadership:
As a Product Lead, I managed teams of up to 6 people, supervising deliveries, proposing innovative features and aligning the product with business objectives and operational efficiency.
Tools
Start: November 2022 (my entry into the FIS Initiative).
Continuous Evolution: Project in development for over 3 years, with iterative cycles and strategic pivots – including the transition to the B2B/B2B2C model in 2025.
Team
Core Team:
Approximately 10 professionals in the craft area, including 2 UX Designers (also acting as PMs, including my role), 7 developers and 1 PMO.Multidisciplinary Collaborations:
Joint participation of data engineers, scientists, back, front and full stack developers, in addition to the active contribution of the areas of marketing, sales, customer success and organizational leadership.
Tools
Design and Prototyping:
Figma, FigJam, MiroProject Management and Documentation:
ClickUp, Trello, Notion
Summary
The challenge
The main challenge was to transform a traditional and decentralized event organization process into a scalable and integrated digital ecosystem. The need arose from the inefficiencies observed in the organization of previous events – from manual updating of information to the difficulty of connecting participants and capturing leads by sponsors. The challenge required a complete solution that would automate flows, guarantee real-time updates and provide an intuitive experience, even for users with little digital familiarity.
My role
From the redesign and automation of the event management platform, to the research and creation of initial concepts for the app, website and ticketing portal, I worked on several fronts of the project. Leading teams and initiatives, I was responsible for transforming emerging needs into practical and innovative solutions – from the automation of information for dynamic updates across all platforms to the creation of the concept that evolved into BlueCommunity, the future social hub of the All Blue ecosystem.
My impact
01
Automation that Enhanced Efficiency
Leading the redesign and automation of BlueMagic, information updates were centralized and automated – from speaker announcements to panel announcements – which enabled a dramatic increase in operational performance and paved the way for events to grow by over 200% from 2023 to 2024.
02
Ticketing and Cost Reduction Portal
I proactively identified and led the development of our own ticketing portal, replacing third-party platforms. This innovative solution reduced the cost per ticket sold by 20% , providing greater autonomy and profitability to the operation.
03
Innovation that Opened New Markets
By redesigning the app and website, I created intuitive interfaces that facilitated navigation, networking and personalization of the event journey. This improvement increased participant satisfaction and attracted the interest of major market players, such as Firjan, Unimed, Google Health and ANS (National Health Agency) .
04
Communication that Unites Diverse Teams
By aligning the needs of different areas – from UX and development to marketing and operations – I established a common language and fostered collaboration. My integrated approach transformed organizational challenges into opportunities for innovation, consolidating All Blue as a strategic suite for the sector.
Overview
Research
Context
When I joined the FIS Initiative, I identified several inefficiencies in the organization and operation of events, ranging from manual information management to a lack of integration between participants, sponsors and organizers. Based on qualitative and quantitative research, we discovered that:
Fragmented Management: The organizing team had to manually update multiple separate platforms, creating inconsistencies and wasting time.
Difficulty in Ticket Sales and Management: Reliance on third-party platforms made sales more expensive and limited control over participant data.
Lack of Clarity for Participants: The event schedule was confusing, causing many to get lost and not take full advantage of the experience.
Inefficient Networking: Participants often forgot to exchange contacts and sponsors had difficulty capturing qualified leads.
Limited Post-Event Experience: Interactions ended at the end of the event, without a digital environment that allowed continued networking and access to exclusive content.
These insights drove the development and refinement of the All Blue suite, ensuring each platform solves a specific problem and creates value for organizers, attendees, and sponsors .
Highlights
01. BlueMagic – Automating Event Management
Manually updating event information caused inconsistencies and delays, requiring constant rework from the organizing team.
Proposed solution: Automation of data flow, transforming BlueMagic into the event management center, allowing all updates to be automatically reflected on the website, application and other platforms.
Result: Significant reduction in update time and elimination of manual errors, increasing the efficiency of the organizing team and allowing a growth of more than 200% in the number of participants between 2023 and 2024.
From top to bottom: General Information and Spaces.
02. Event Website – Improving Attendee and Sponsor Conversion
The old version of the website was not optimized for ticket conversion and sponsorship acquisition, making it difficult for the event to grow.
Proposed solution: I redesigned the website to align its communication with the strategic objectives of the event, ensuring clarity in the schedule and facilitating the ticket purchasing journey.
Result: The website became a strategic point of attraction, boosting the number of participants and sponsors, directly contributing to the event's increased revenue since its creation in 2018.
From top to bottom: Home and Schedule.
03. Ticket Sales – Reducing Costs
Reliance on third-party platforms made ticket sales more expensive and limited the organization's autonomy over the process.
Proposed solution: Leading the design and development of our own ticketing platform, we created an integrated system that allowed the purchase, transfer and management of credentials directly in the All Blue suite.
Result: 20% reduction in costs per ticket sold, in addition to greater control over participant data and optimization of the accreditation experience.
From top to bottom: Home and My Tickets.
04. Event App – Facilitating Navigation and Networking
Attendees and speakers often got lost at the event and forgot to exchange contact details, reducing the networking impact and efficiency of the experience.
Proposed solution: Development of the app structure, including features such as an interactive map, personalized calendar, connections via QR Code and internal chat, ensuring a more fluid and interactive experience.
Result: The app was adopted by 90% of participants, with peaks of more than 3,000 simultaneous users, improving navigation and expanding networking opportunities.
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From left to right: Schedule, Filters, Favorites and Notifications.
05. BlueCommunity – Expanding Impact Beyond the Event
After the event, the connections made between participants and companies were lost, limiting the impact of networking and the opportunities generated.
Proposed solution: Development of the initial concept of BlueCommunity, a hub where participants and companies can stay in touch, access exclusive content, follow upcoming events and explore business and career opportunities.
Result: BlueCommunity has attracted the interest of major market players, such as Firjan, Unimed, Google Health and ANS, consolidating itself as the next step in All Blue's expansion beyond FISWeek.
From top to bottom: Feed and Chat (coming soon).
Architecture
All Blue’s framework is designed to be modular and scalable, allowing for future integrations and rapid adaptation to market changes. Each component – from BlueMagic to BlueCommunity – is designed to communicate seamlessly, ensuring that all up-to-date information is reflected in real time across all user touchpoints.
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Process
Context
The development of All Blue was marked by the simultaneous integration of design, research and development, with iterative cycles that allowed the constant validation of hypotheses and alignment with the needs of users and sponsors.
This integration allowed:
Iterative Design: Continuous creation and validation of wireframes and prototypes.
Direct Handoff: The fluid transition between design and development, with frequent deliveries and constant alignment.
Agile Monitoring: Use of tools such as ClickUp and Trello to monitor sprints, facilitating communication and meeting deadlines, even with the complexity of a large team.
Design
01. Agile
Several versions of the main layout were tested and refined in rapid cycles, with continuous validations with stakeholders to ensure strategic alignment and efficiency in implementation.
Wireframes of the home screen next to the developed version.
02. Coherent
The visual identity was carefully developed following the brand's brand book, balancing clarity and trust. The design considered the needs of an audience with little technological familiarity, ensuring accessibility and immediate recognition.
Visual elements used in the project.
03. Scalable
The design followed design system principles, including color and text tokens for accessibility and dark mode, as well as modular componentization to facilitate future platform expansions.
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Overview of some of the project's Tokens.
Handoffs and
Management
The handoff process was carried out directly with the developers, using detailed documentation and flowcharts that described each functionality.
The project was managed using agile methodologies, allowing for quick adjustments and resolution of unforeseen issues without compromising the final delivery.
Constant supervision – both of usability and development progress – was crucial to maintaining product quality and consistency.
Setbacks
and Solutions
Processes are never all roses. During the Research, Design and Development phases, surprises constantly arise. In these situations, it is essential to be assertive , confident in your decisions and maintain agile thinking to make the best decisions, always with the aim of ensuring the quality of delivery to customers . Here are two examples of unforeseen events we had to deal with:
01. Systems Integration
Problem: The lack of integration between the different systems (BlueMagic, App, Ticket Platform and others) generated inconsistencies and made it difficult to simultaneously update event information.
Proposed solution: We developed a unified architecture and implemented automation and data synchronization processes, ensuring that all platforms were always aligned in real time.
Result: Elimination of manual errors, greater efficiency of the organizing team and a more fluid user experience, with instant access to updated information.
02. Adaptation of Internal Processes
Problem: The transition from a decentralized model to an integrated platform generated internal resistance, as each team had its own processes and methodologies.
Proposed solution: We conducted training and workshops, as well as creating a common language between departments, aligning expectations and demonstrating the benefits of the new approach.
Result: Greater adoption and engagement of teams with All Blue, facilitating the implementation of the platform and ensuring a more organized and efficient operation.
Results
Platforms
The FISWeek App launched a new experience for the event, ensuring intuitive navigation, high engagement and new business opportunities for the company. Three relevant results stand out:
The App at the Event: Reception and performance
Post-Event Feedback: Mapping and Iteration
New Business Fronts: Opportunities and Expansion
01.
The central event management system, allowing you to configure and update information such as speakers, schedule, partners and sponsors, synchronizing everything automatically with other platforms.
BlueMagic
Da cima para baixo: Informações Gerais e Espaços.
02.
Information mirror managed by BlueMagic, aimed at the general public for advertising, ticket sales and attracting sponsors.
Website
Da cima para baixo: Home e Programação.
03.
Own system for purchasing, managing and transferring tickets, reducing operational costs and increasing efficiency in credential management.
Ticket Sales
Da cima para baixo: Home e Meus Ingressos.
04.
Central hub for the participant experience, bringing together programming, map, connections between people and companies, chat, mentoring, job opportunities and sponsor benefits.
App
Visão de alguns Tokens do projeto.
05.
The future social hub of the All Blue ecosystem, where attendees and companies can stay in touch after the event, access opportunities and interact in an ongoing community.
BlueCommunity
Da cima para baixo: Feed e Chat (em breve).
Part of the team on the day of the event!
Lessons