Masterplan Urubici

As the only designer, I had 24 days for the first version, starting from one meeting and a mind map. I decided to build the information architecture first and make it replicable for other towns. The result is a portal where people in Urubici, a small town in southern Brazil, can follow the town’s plan to 2050.

Limit: whether residents understand the themes is a hypothesis; there was no testing with residents.

Open the portal

After handoff, each city government took over its portal with its own team. What is live includes changes that are not mine.

Role
Product Designer, the only designer: architecture, flows, UX writing, interface and visual QA
Outcome
Approved by the client at the first presentation; the same foundation was delivered to Arabutã, Itá and Urubici. Google Analytics for the three portals, combined: 3,284 unique visitors and 2,734 clicks on indicators and actions since January 2026.
Timeline
24 days for the first version, in Arabutã
Team
1 product designer and 1 full stack developer (implementation, technical architecture and integrations)
Browse the portal and open a project. The portal is in Portuguese, exactly as it was published.

Interactive demo: this is the portal in HTML, not an image.

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O futuro de Urubici, construído com dados, participação e visão de longo prazo.

Conheça o Masterplan de Crescimento de Urubici. Um planejamento estratégico construído com base em evidências, participação cidadã e alinhamento entre Plano do Governo, PPA e projetos estruturantes do município.

Visão de Futuro

Urubici reconhecida como um destino ainda mais acolhedor e de experiências memoráveis, referência em agricultura e turismo de natureza, com desenvolvimento sustentável, bem-estar e crescimento econômico criativo, valorizando a cultura e a identidade local.

  • Desenvolvimento econômico sustentável e inclusivo
  • Qualidade de vida e bem-estar para toda a população
  • Preservação ambiental e uso responsável do território
Vista aérea de Urubici

Números que Importam

Indicadores estratégicos que ajudam a compreender o município hoje e planejar o amanhã.

  • 11.048PopulaçãoIBGE (2024)
  • R$ 471,8 miPIB MunicipalIBGE (2023)
  • R$ 43,5 milPIB per capitaIBGE (2023)
  • 2.367Empresas AtivasReceita Federal (2026)

Projetos em Andamento

Acompanhe algumas das principais iniciativas que materializam o Masterplan no território.

Urubici 2050

Planejamento estratégico para o desenvolvimento sustentável do município de Urubici.

Links Rápidos

Transparência

Contato

masterplan@urubici.sc.gov.br

© 2026 Masterplan Urubici. Todos os direitos reservados.

Platform

Web, on desktop and phone

Tools

Figma, Figma Make, React, ChatGPT and UX Pilot

Client

Urubici City Hall (Santa Catarina), a town of about 11,000 people (IBGE, 2022 Census)

Deliverables

Information architecture, flows, content, interface and prototypes

Highlights

One meeting, one mind map and 24 days

Masterplan began in my first weeks at TD Business. There was no PM or PO: reviews went through the project manager and the director, with no direct contact with residents or the city hall.

What I was given

  • 1 meeting
  • 1 mind map in Miro

What didn't exist yet

  • Flows
  • Architecture
  • Content

With no flows, architecture or content, I started from the information rather than the screens: I turned scattered keywords into an architecture that could support reading, tracking and participation. In rounds with the project manager, the structure held; wording and emphasis changed.

By theme, ready to replicate

How Urubici is structured

  1. 5development themes
  2. 11objectives
  3. 3target horizons: 2030, 2040 and 2050
  4. 19projects, each linked to an objective

Counted on the live portal, September 2026.

Organize by topic, not by department

Situation
People who live in the town look for the topic, not the department. The alternative was to organize by department.
Decision
Criterion: the topic residents look for. Navigation starts from five themes about the territory; inside each, the objective comes before its targets by horizon, and every project points to the objective it serves.
Trade-off
Cost: anything that spans more than one area needed an editorial call. A real example: the Education Administrative Center is filed under the economic theme but serves an objective of the social theme.
The portal’s Eixos de Desenvolvimento (development themes) page, as it is live, in Portuguese. Open a theme and switch objectives to see the short, medium and long-term targets.
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Eixos de Desenvolvimento

Organizados por áreas estratégicas, os eixos estruturam setores prioritários e orientam a definição de objetivos e metas de curto, médio e longo prazo para o desenvolvimento de Urubici até 2050.

Fortalecer a agricultura familiar e a produção de base territorial em Urubici, promovendo a agregação de valor, a valorização de produtos locais e a integração com o turismo, de forma sustentável e alinhada à identidade cultural do município.

Curto Prazo (até 2030)

  • 15,1 - Aumentar em 10% o Indicador de Desenvolvimento Agropecuário Local* (Valor atual: 13,7 / Ano de apuração: 2024).

Médio Prazo (até 2040)

  • 15,8 - Aumentar em 15% o Indicador de Desenvolvimento Agropecuário Local* (Valor atual: 13,7 / Ano de apuração: 2024).

Longo Prazo (até 2050)

  • 17,1 - Aumentar em 25% o Indicador de Desenvolvimento Agropecuário Local* (Valor atual: 13,7 / Ano de apuração: 2024).

Same structure in 3 towns, new identity

Situation
Other towns would follow, each with its own content and identity. And Arabutã’s yellow and red read as warning and error.
Decision
I kept structure, content and identity apart, instead of redesigning each portal from scratch. Criterion: take the same structure to new towns without losing coherence. In Arabutã, I adjusted tones and where each color appears so the town’s colors would not be mistaken for system states, in light and dark mode.
Trade-off
Cost: separating the three layers was manual work in Figma, without AI, within the 24 days of the first version. Consequence: Arabutã, Itá and Urubici received the same structure, with no rebuild from scratch.

Switch the town: the structure stays; the brand, colors, menu and content change. On Arabutã, try dark mode.

Town

MASTERPLANDE CRESCIMENTODE ARABUTÃ

O futuro de Arabutã, planejado com dados, participação e visão de longo prazo.

Conheça o Masterplan de Crescimento de Arabutã, um planejamento estratégico construído com base em evidências, participação cidadã e alinhamento entre Plano do Governo, PPA e projetos estruturantes do município.

Arabutã rebuilt from the original case screens; Urubici as it is live.

Approved first time, the base for three towns

Arabutã, Itá and Urubici received the same structure, with no rebuild from scratch.

Usage after launch

Google Analytics figures for the three portals, passed on by the city governments to TD Business, combined and not split by town. They measure adoption, not understanding: with no baseline and no testing with residents, I do not credit behavior change to the design.

  • 3,284unique visitors since January 2026
  • 9,762sessions
  • 21,418page views
  • 2,734clicks on indicators and actions
  • 142resident interactions on Participe (take part)

What I take away, and what is still a hypothesis

Reuse is architecture

Keeping structure, content and identity apart took the portal to new towns without losing coherence.

What I'd do differently

With more time and access to users, I would first test with residents whether the themes make sense to them, and set a metrics baseline before launch.

Open the portal

The town map, tract by tract

The town on a map, tract by tract

The plan’s indicators also show up on the territory, by census tract: where people live, how many homes there are and the average income of each area.

A rebuild of the map on the portal’s themes page, in Portuguese. Hover a tract, click to zoom in, and use the settings panel to switch the indicator or see the ranking.
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Passe o mouse sobre uma região

População

  • ≤ 44
  • 44 - 157
  • 157 - 283
  • 283 - 388
  • 388 - 587
  • 587 - 691
  • > 691

Same data, colors and bands as the published map, with its 29 census tracts. No base map, search or full screen.

Next case

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The brief asked for 11 broker modules. I cut to 4 rather than ship nine marked under construction.

Role: Product Designer (end-to-end)

Web · Mobile · Redesign · Real client

Home page of the new 3 Lírios website, with the headline Your own home starts here and three question cards