Built for Value.
Measured by Impact.
Designed for Scale.

We transformed Liberty Costa Rica’s homepage into a strategic product layer—one that connects UX, business, and real user needs.

Users weren’t dropping off because of the plans—they were getting lost in the noise

The homepage was overloaded, unclear, and disconnected from the way people actually decide.

My role

I led the research, strategy and redesign of a modular experience—one that speaI led the research, strategy and redesign of a modular experience—one that speaks to different buyer types, adapts to scroll behavior, and performs across markets. Section by section, we turned a static homepage into a dynamic funnel entry point, measurable in every click.ks to different buyer types, adapts to scroll behavior, and performs across markets. Section by section, we turned a static homepage into a dynamic funnel entry point, measurable in every click.

EDUCATE

Help users understand what’s offered, how it works, and why it matters.

ASSIST

Guide users to make informed choices with clarity and confidence.

RECOMMEND

Nudge toward action with personalized, strategic suggestions.

One homepage, multiple userS

Different users need different messages. We tailored content for Assisted Buyers, Online Buyers, and Window Shoppers—each with unique intent.

Lead with value, not with plans

Users weren’t looking for a list of products—they needed to understand why Liberty is the right choice before deciding what to buy.

Visual hooks drive attention

Static visuals weren’t enough. We leaned into motion, contrast and microinteractions to grab attention and guide exploration.

Design based in value

Iteration before launch with CRO

Before shipping the new homepage, we worked hand-in-hand with the CRO team. We aligned on expected RGUs and conversion goals, and they proposed a modular testing strategy: one test per section, comparing performance against the legacy version.
This approach gave us the clarity to fine-tune copy, visuals and structure before releasing the full experience.

Design means nothing if it doesn’t perform

+ Interaction + Clicks

Heatmaps and user data showed a clear improvement in engagement. Hero and carousels saw a +49% increase in clicks to internal pages and PLPs.

Copy that Converts

We had to rework several text elements to feel less descriptive. Post-change, users clicked with more confidence and navigated with less hesitation.

Higher Quality Leads

Abandoned carts dropped by 12%, and average time spent on PLPs went from 2:00 to 1:15.
Better-informed users =faster decisions.