CMA Brasil Website
Website for the first CMA group in Brazil — also the first in Portuguese — balancing international guidelines with a simple and accessible experience.
CMA (Crystal Meth Anonymous) is an international fellowship based on the 12-step program, with well-defined guidelines and a focus on support through meetings and a welcoming network.
The project was developed for the first CMA group in Brazil — also the first in Portuguese. Meetings began in November 2024, marking the beginning of the local presence.
The website serves as an entry point: explaining what CMA is, how it works, and how to participate, facilitating access for new members.
The project was led by me in partnership with a CMA professional from Los Angeles. The website was delivered in 2026.
Accessible without distortion
Translating a structured and institutional system for an audience with low familiarity, maintaining fidelity to CMA guidelines and reducing barriers at first contact.
Institutional complexity
Rigid global guidelines, language, and structure, with little room for free adaptation.
Low audience familiarity
Users without repertoire on the model, requiring clarity and progressive introduction.
Sensitive first contact
Entry points must build trust and welcome, avoiding overload or distancing.
Focus on the newcomer
Reorienting the website for those arriving for the first time, simplifying the experience, reducing complexity, and making the content clearer and more welcoming, without losing alignment with CMA guidelines. As a complement, an application with a sobriety day count function was created, also used as a channel for outreach and access to group meetings.
Project Strategies
Essential content first
Prioritizing what is necessary to understand the group and participate, avoiding excess information.
CMS for group autonomy
Official version built in CMS to allow simple maintenance by non-technical people.
Webcoding as evolution
More sophisticated version developed in parallel, thought of as V2 if the group chooses to expand resources.
App as access channel
App with sobriety count integrated with meeting information and links, also functioning as an outreach tool.
Design Process
Institutional Discovery
Mapping CMA global guidelines — principles, language, and rules — to ensure adherence without distortion.
Reference Analysis
Reviewing websites from other countries to identify existing patterns and what needed to be adjusted for the Brazilian context.
Scope Definition
Conscious decision to reduce pages and content, prioritizing clarity and guidance for first access.
Context-Driven Development
Choosing a sustainable stack (CMS) and structuring the site focusing on simple maintenance and organic discovery (SEO focused on searching for help).
Stakeholder Validation
Iterative reviews with the group in Brazil and alignment with the international commission (CMA/LA) to ensure consistency with guidelines and suitability for the local context.
Application Development
Creation of the app (iOS and Android) with sobriety count and meeting access. Currently in SDK/beta stage, with user validation before store publication.
What this project taught me
Gestão de stakeholders mudou minha forma de trabalhar
Esse foi o principal aprendizado do projeto. Pela primeira vez, precisei entender com clareza quem acionar, quando envolver cada pessoa e qual nível de detalhe era necessário em cada conversa. Aprendi a ler roadmaps, mapear dependências, centralizar informações e manter uma comunicação clara para que todos tivessem acesso ao mesmo contexto — algo essencial em um projeto com muitos países, agendas diferentes e pouco tempo para decidir.
Growth começa com organização, não com otimização
Eu entrei nesse projeto achando que growth estaria mais ligado a experimentos e resultados rápidos, mas aprendi que, em escala, o trabalho começa antes. Organizar arquitetura, conteúdo, eventos, taxonomia e métricas — e participar da implantação do Amplitude com o time — me mostrou que sem uma base comum não existe aprendizado coletivo nem evolução consistente.
Um projeto que marcou muitas “primeiras vezes”
Foi meu primeiro projeto em escala global, minha primeira experiência internacional, meu primeiro trabalho em inglês e meu primeiro contato direto com growth. Tudo isso aconteceu ao mesmo tempo. Esse contexto me forçou a ser mais sintético, mais assertivo e mais claro, e acelerar minha evolução profissional de uma forma que poucos projetos conseguem fazer.