This transformation was not an overnight fix. It was a multi-year process of research, design, and iteration that turned an informational site into Colombia’s largest home improvement ecommerce platform.

As Director of Usability, I led a multidisciplinary UX team to design and scale the digital experience, working closely with store operations and the distance sales division. Our approach included:

• Launching the ecommerce MVP in Colombia, even before headquarters rolled out Oracle ATG. This included product taxonomy, photography, and 64,000 SKUs organized for digital purchase.
• Developing inbound marketing campaigns with project-based content and segmented email marketing to drive traffic and conversion.
• Implementing structural SEO and content optimization to make product discovery efficient.
• Installing in-store kiosks, negotiating sales commissions for store staff to support digital orders. Within the first year, kiosks sold the equivalent of a medium-sized store’s annual revenue.
• Integrating call centers with ecommerce and kiosks to build a seamless customer journey across all touchpoints.
• Designing personalization and automation tools for cross-selling and up-selling, based on customer behavior and product categories.
• Applying analytics at every step from heatmaps and conversion funnels to performance dashboards to continuously improve UX and sales performance.
• Introducing growth hacking practices such as rapid experimentation with campaigns, UX tweaks, and funnel optimizations that accelerated adoption and scaled online sales faster.
• Leveraging consumer psychology and behavioral design to improve the shopping experience, increase average ticket size, and raise NPS across the entire journey from product search to online purchase and delivery.