Baleària
Project developed at O2O as part of the design team.
Rol: Lead Design Team, UX Designer, UI Designer, Researcher.
Redesigning digital sales and loyalty systems
the challenge
Baleària faced the need to redesign its entire digital ecosystem.
While the mobile apps were in a state of constant evolution, the website had not been updated in years.
This made the web the core focus of the project, presenting significant challenges in terms of design, logistics, and development.
Backlog Prioritization and roadmap
Project Roadmap
The project involved a vast number of processes to be digitized, alongside multiple platforms requiring updates and integration.
The design team, in collaboration with the Project Manager, divided the workload into batches, estimated each phase, and defined the delivery roadmap
user interface desing for mobile
design
One of the client's top priorities was to improve mobile conversion rates on the web, as they had detected significant user drop-off at critical stages, such as the Origin-Destination selection. To address this, our team approached the redesign with a strict mobile-first perspective.
design
user interface desing for
desktop
While the mobile designs were being developed, part of the design team worked in parallel on the desktop version of the website. This synchronized approach ensured visual and functional consistency across all screen sizes.
test
A/B testing to drive loyalty program sign-ups
Following the launch of the new website, Baleària sought to increase user acquisition for its loyalty program.
We ran several hypothesis-driven tests on the homepage, iterating on different modules until we identified the one that delivered the highest conversion rates.
Co-creation Workshop for the Employee Portal
research
Once the public website was completed, Baleària turned its focus to updating its internal digital systems.
To tackle the Employee Portal transformation, we facilitated a collaborative workshop with staff members to deeply understand their needs and identify the gaps in the existing platform.
