Gestão da comunicação organizacional: design centrado no usuário como estratégia de melhoria da experiência e do engajamento dos usuários.

Abstract

This research proposes an organizational communication management protocol for the CEL Project (UFAM) based on User-Centered Design principles. It aims to diagnose current communication practices, identify challenges and needs of General English students, and propose multichannel strategies and operational guidelines. A qualitative approach with quantitative support was adopted, including document analysis of institutional channels, a student questionnaire, and the construction of a user journey; the analysis combined descriptive statistics and content analysis. The results point to weaknesses in the integration and consistency of channels, inaccessible language, and low responsiveness, despite positive aspects in classes and digital tools. Based on these findings, a user-oriented protocol was developed to improve the experience, information flows, and student participation. It is concluded that user-centered approaches favor organizational communication in public educational contexts.