My Role & Responsibilities

I led the end-to-end UX work for this initiative:

• Defined research objectives and plan

• Conducted competitive & cross-industry benchmarking

• Ran behavioral analysis (Hotjar heatmaps & session replays)

• Synthesized findings into experience principles and product recommendations

• Presented outcomes to Product leadership and C-level stakeholders

• Collaborated with developers on feasibility and component logic

• Supported QA and post-dev UX review

• Contributed to the new PLP prototype and experimentation plan

Discovery & Research

1. Competitive & Cross-Industry Benchmark

I analyzed how leading platforms structure PLPs, filters, and sorting:

• National: Arezzo, Samsung, Magalu, Casas Bahia, Mercado Livre, Riachuelo, TIM, Vivo, Buscapé

• International: Walmart, AT&T, Vodafone

• Vertical expert: Kimovil

For each, I mapped:

• Filter placement and hierarchy

• Filter types (price, brand, category, technical attributes)

• Sorting logic and labels

• How applied filters are shown and removed

• Mobile behaviors and patterns

• Visual treatments for promotions and offers

This benchmark gave us a pattern library of what works for large product catalogs serving different user intents.

2. Behavioral Analysis on Current PLP

To understand how users actually interacted with Claro’s PLP, I ran an in-depth behavioral review using Hotjar:

• Click maps & scroll maps

• Session recordings focused on filter/sort interactions

I focused on:

• Most-clicked areas & dead zones

• Attempts to interact with non-clickable elements

• Mis-clicks and hesitation behaviors

• Scroll depth and attention hotspots

Key UX Gaps Found

• Misleading affordances: Users repeatedly clicked elements that weren’t interactive.

• Confusion between filters and sorting: Users struggled to understand which control did what.

• Low discoverability of advanced filters: Important decision attributes were hidden or nested.

• Poor feedback on applied filters: Users weren’t always sure what was active or how to clear it—especially on mobile.

Key Insights

Synthesizing the benchmark and behavioral analysis, we landed on several critical insights:

• Users rely heavily on filters, but the current UI made that reliance painful.

• Technical attributes (e.g. specs) were essential to decisions but buried in the interface.

• Mobile usage patterns required a different hierarchy and interaction model than desktop.

• Sorting options were unclear and misaligned with common shopping intents.

• Visual emphasis on promotions and offers significantly influenced how users navigated the PLP.

These insights became the backbone for the new PLP concept and informed both UX and product decisions.

Strategy & Experience Principles

I translated research into a set of experience principles that guided the redesign:

1. Speed over density

   Fast narrowing is more valuable than showing everything at once.

2. Intent-driven filters

   Organize filters based on how users choose products (goals, use cases), not just internal taxonomy.

3. Mobile-first interaction

   Filters must feel effortless and easily reversible on small screens.

4. Clear system feedback

   Users should always understand:

   • What’s currently applied

   • How to change it

   • How to reset to a broader set

5. Integrated commercial visibility

   Promotions and best-sellers should be integrated into the exploration, not layered on top.

Design & System Thinking

Working with Product Owner and Engineering, I helped shape the new PLP prototype:

• Reorganized filter hierarchy based on real decision attributes

• Clear separation of filters vs sorting to reduce confusion

• Improved mobile patterns: full-screen, easy-to-apply/remove filters with strong feedback

• More meaningful sorting options (e.g. relevance, newest, best-selling, promotional priorities)

• Stronger visibility of promotions and attributes within product cards & filters

• Design system–aligned components to ensure scalability across categories and future features

We defined:

• Component behaviors & edge cases

• States for applied filters, empty results, and resets

• Analytics hooks to track interactions and support further optimization

Stakeholder Collaboration

Executive & C-level Alignment

I delivered a summarized, business-focused presentation covering:

• Current friction & impact on product discovery

• Competitive positioning and missed opportunities

• Key behavioral findings

• Experience principles & strategic recommendations

This session created alignment between C-level, Product, UX, and Engineering around investing in PLP improvements as a strategic lever.

Partnership with Development & QA

Throughout implementation, I:

• Clarified interaction behaviors and edge cases

• Worked with developers to respect performance constraints, especially on mobile

• Supported QA in reviewing flows, spotting UX regressions, and aligning the build with the intended UX

Images: Benchmarking, filters before redesign and new mobile version: