[Case 02]
Sold-Out Congress with Increased Professional Registrations
Health
Congreso C3 2025: Congreso de Cuidados Críticos Cardiovasculares
Digital experience redesign to attract practicing cardiologists and increase professional registrations.
[Project Overview]
Congreso C3 is a high-specialty medical event that brings together cardiologists, healthcare professionals, and industry leaders through conferences, clinical updates, and networking opportunities. The project focused on repositioning the congress to attract more practicing cardiologists and reduce its dependence on a student audience by refining its value proposition, messaging, visual direction, and digital experience. The website was also restructured to communicate the program, speakers, professional benefits, and registration options more clearly, with the goal of increasing qualified registrations and strengthening the event’s position within the medical community.
[Problem Statement]
The congress was attracting a large number of medical students but fewer practicing cardiologists—the audience most aligned with its high-specialty positioning and commercial goals. Its communication did not clearly differentiate the event from a general academic conference or demonstrate the professional value of attending. Cardiologists had difficulty identifying the relevance of the program, the expertise of the speakers, and the practical benefits of registration. This weakened the event’s perceived value and limited ticket sales among qualified professionals.
[Industry]
Health
[My Role]
UX/UI Designer for Swat Squad
[Platforms]
Desktop and Mobile
[Timeline]
June 2025- Spetember 2022
[Persona]
Dr. Alejandro Martínez
Practicing Cardiologist
I need to know quickly whether the program will provide advanced knowledge that I can apply in my clinical practice.
Age: 43
Location: Mexico City
Tech Proficiency: Moderate-high
Gender: Male
[Goal]
Stay current on advanced cardiology treatments and clinical practices.
Learn directly from recognized specialists and industry leaders.
Evaluate the program and complete registration quickly.
[Frustrations]
Programs that feel too introductory or focused primarily on students.
Unclear information about speakers, topics, and professional benefits.
Long or confusing registration and payment processes.
[Process]
[01] User Research
Conducted interviews and usability sessions with a total of 10 participants, including practicing cardiologists and medical professionals.
Reviewed the event’s messaging, website structure, and registration flow to identify barriers and unclear information.
Benchmarked other specialized medical congresses to understand best practices in positioning, content, and conversion.
[02] Insights
Cardiologists needed immediate proof that the program offered advanced, clinically relevant, and specialized content.
The existing communication felt too general and academic, making the event appear more suitable for students.
Information about speakers, professional benefits, pricing, and registration options was difficult to scan and compare.
[03 Design Solution]
Repositioned the congress around advanced clinical knowledge, recognized experts, and professional networking opportunities.
Restructured the information architecture to prioritize the program, speaker credentials, benefits, and registration details.
Refined the visual identity and content hierarchy to create a more specialized, credible, and professional experience.
[04] Testing & Iteration
Evaluated whether users could quickly understand the event’s audience, value proposition, and registration process.
Gathered feedback on the clarity, credibility, and professional relevance of the redesigned communication.
Improved labels, content hierarchy, calls to action, and key user flows based on observed behavior and user feedback.
[Outcome]
Significant increase in registrations from practicing cardiologists and other qualified medical professionals.
The congress reached full capacity, achieving a sold-out event before the registration period ended.
Strong on-site attendance confirmed greater interest and engagement from the intended professional audience.
[Key Learnings]
Information architecture drives decisions
Prioritizing the program, speakers, professional benefits, and registration details helped users assess the event’s value faster.
Simplicity builds confidence
Clear messaging, concise content, and a straightforward registration journey reduced friction and made the experience easier to understand.
Audience-focused communication matters
Aligning the visual identity and messaging with cardiologists’ professional expectations strengthened the event’s credibility and attracted a more qualified audience.