[Case Study IECEO]
Creation of a reliable job certification platform that generated over 600 leads in three months
[Certification / Continuing Education / Training]
I created an end-to-end experience that transformed uncertainty into 600 real job certification opportunities.
I designed and built IECEO's first digital platform from research to implementation in WordPress, creating a reliable, clear, and measurable experience that resolved key friction points in enrollment and demonstrably increased conversions.
[Project context]
IECEO, a certification center with official validity in Mexico, lacked a clear digital presence. Interested users arrived from social media with doubts about the authenticity of the certificates and abandoned the registration process due to unclear forms and fragmented processes.
[The challenge]
Create a platform that conveys trust at first glance, eliminates friction in registration, and offers a smooth and accessible experience for both professionals and companies. The challenge involved designing a complete system, from information architecture to visual and analytical design, capable of aligning business needs with user objectives.
[Solution]
I developed a self-managed responsive platform in WordPress with an intuitive structure, visible trust signals, an optimized form, and a direct contact channel through WhatsApp. Google Analytics 4 and Microsoft Clarity were integrated to measure behavior, clicks, time on page, and conversion rate. The results were measurable and sustainable.
[Company]
IECEO
[My role]
UX Research
UX/UI Design
UX Writing
Data & Analytics
Arquitectura de la información
[Tools used]
Figma
WordPress
GA4
Microsoft Clarity
Figjam
ChatGPT
[Platform]
Corporate Website
Mobile
Responsive
[Timeline]
Julio 2023 - Agosto 2023
[Live project]
Turn what you know how to do into real opportunities by validating your skills with official recognition.
We all develop skills throughout our lives, at work, in our own projects, or through informal experiences. However, without official validation, these skills often go unnoticed in the job market. This is where IECEO transforms the experience of professionals.
IECEO is an assessment center accredited by Red CONOCER, an agency under the SEP and the Mexican Government, with the authority to officially certify job skills. Its added value lies in converting skills into recognized credentials, generating credibility and real opportunities.
Thanks to IECEO, professionals and companies can demonstrate that they are ready to take on responsibilities with the backing of transparent and reliable institutional validation. This not only boosts individual careers, but also strengthens competitiveness in the Mexican job market.
🧑🏻💻 A platform designed to inspire confidence, simplify processes, and turn skills into real opportunities.
The final product is a scalable, self-managed digital platform built on WordPress that directly responds to the needs identified in the research, trust, clarity, and immediate contact.
🤝 Immediate trust
From the very first visit, users find official seals, registration numbers, and tangible certificates that validate the legitimacy of IECEO.
👓 Clear information
Each certification is presented in visual cards and simple detail pages, with requirements and related occupations, eliminating the ambiguity detected in the initial pain points.
💬 Seamless conversion
Fixed WhatsApp buttons, optimized forms with two fields, and automatic confirmation ensure a smooth and reliable registration process.
[Strategic overview]
🚀 IECEO sought to move from in-person validation to digital trust in order to scale its national reach in certifications.
The institute operated through in-person processes and social media, but it needed a professional digital product that would convey credibility and simplify access to official certifications.
🌐📊
From in-person validation to digital trust
IECEO is an officially recognized certification center in Oaxaca that operates under a hybrid model, offering both in-person and online experiences. With the support of organizations such as Red Conocer and ICEMéxico, IECEO's strategic objective is to expand its reach nationwide, ensuring trust and accessibility.
To achieve this, a digital product was needed that addressed three areas of opportunity:
• Reflect trust through clear visual cues and validated content.
• Optimize user flows with a well-structured information architecture.
• Scale access to certifications with an intuitive, responsive, and accessible interface.
[Initial challenge]
⚡ I developed a reliable digital platform that transformed mistrust into over 600 verified registrations.
IECEO lacked a strong digital presence, users could not find official information or proof of validity regarding certifications, which led to uncertainty and abandonment.
During the diagnosis, three main points of friction were identified:
Lack of credibility: there were no visual elements demonstrating institutional support.
Incomplete information: communication channels were limited to social media and inconsistent messages.
Friction in registration: processes were manual, slow, and unreliable.
The challenge was to design a complete digital experience from scratch, a clear platform that was validated and aligned with business objectives, eliminating barriers to trust and optimizing the registration process.
This foundation laid the groundwork for a digital ecosystem that, in its first few months, exceeded 600 registrations and maintained an average session duration of 57 seconds.
[Research with stakeholders]
💬 I discovered that trust had to be visible and that the product had to behave like a reliable conversion system.
The process began with interviews with internal stakeholders to understand operational limitations, institutional objectives, and business expectations.
The most relevant finding was that the platform had to visually demonstrate trustworthiness, integrating images of official certifications and a flow that facilitated direct contact and conversion.
The conversations made it clear that IECEO not only needed an informative website, but also a strategic platform capable of transforming visits into reliable registrations, demonstrating credibility, validity, and institutional support at every point of interaction.
Trust had to be felt and seen, as the product had to communicate validity through its design and convert that perception into measurable action.
🔑
Key Findings
🎯 Primary objective
Build trust, showcase certifications and credentials, attract customers.
🧩 Unique value
IECEO is the first certifying company in Oaxaca with official validation from the CONOCER institute, offering both in-person and online courses.
👥 Target users
Professionals, students, and companies that need to validate their skills.
🔐 Need identified
Provide confidence and official backing in the absence of certifications that validate skills.
⚙️ Expected action
Fill out the form and landing page for direct contact.
📈 Initial KPIs
Forms submitted, clicks on WhatsApp, and visits to certification pages.
[User research]
👩🏻👨🏻 I identified that bad experiences with previous certifiers shaped the need for a reliable and transparent experience.
I interviewed users interested in obtaining certification, including professionals, employees, and students. Most were looking to validate their job skills but had recurring doubts about the official validity of the certifications.
One of the most relevant findings was that many had already had contact with other assessment centers, but their experiences had been frustrating:
Advance payments without receiving the certificate.
Submitting documents and not getting a response.
Receiving diplomas without official validity, when what was expected was a certification backed by Red Conocer.
These testimonials marked a critical point: the platform's design had to prioritize clear signs of trust and transparency from the first click. This learning guided key decisions such as displaying official seals, registration numbers, and real examples of certificates on the home page.
The product had to act as an institutional validation tool that would transform mistrust into action, a transparent flow capable of converting visits into legitimate registrations.
🔑
Key Findings
🧍♂️ Personal context
Users in different areas who need to become certified as part of their job or voluntarily, some of whom have had previous experience with certifications (some incomplete).
🎯 Motivations
They seek to meet job requirements and view certification as an added value to their education, sometimes as a requirement to differentiate themselves from other professionals.
🔐 Trust and validity
Trust depends on testimonials, official references, and registration with an accredited institution. The most common concern is official validity and regulatory compliance.
💬 Contact and accessibility
They prefer WhatsApp as their primary channel and expect an immediate response.
⚠️ Friction points
The main reasons for rejection are poor reviews, lack of examples of certificates, and failure to display a registration number.
[Benchmark]
📊 Competitors were transmitting credibility but failing in usability, which opened up the opportunity to differentiate IECEO with a clearer and more usable flow.
Competitive analysis revealed a market saturated with logos and seals, but with scattered processes and complex forms, an opportunity where IECEO could stand out with clarity and simplicity.
I analyzed officially recognized certification and education platforms to identify user experience patterns. The benchmark revealed that competitors highlight trust seals and logos, but make mistakes in information architecture (scattered menus, long catalogs without filters) and in the usability of forms (extensive and unclear).
This finding allowed me to define a key principle for product design, whereby trust should not overload the interface, but rather be integrated naturally into a clear, fast, and verifiable registration flow.
🔑
Key Findings
🧾 Credibility
Competitors highlighted official seals and logos, but failed to inspire confidence.
🗂️ Information architecture
Scattered menus, confusing hierarchies, and excessive text in critical sections.
📚 Certification catalog
Extensive listings without filters or ineffective search criteria.
⚠️ Friction points
Long texts, unintuitive forms, and unclear registration steps.
💬 Contact
Constant use of WhatsApp as the main channel, although poorly integrated into the flow.
[First impact on design decisions]
🎯 I translated the research findings into design pillars focused on trust, immediacy, and simplicity.
The research findings were transformed into strategic design decisions that defined the direction of the product. Each insight was translated into concrete actions focused on credibility, immediacy, and clarity:
Trust first: display official seals, testimonials, and real examples of certificates on the home page.
Immediate contact: integrate WhatsApp as a visible and accessible channel on the landing page.
Less friction: simplify the initial form by reducing fields and reinforcing the visual guide to the process.
These decisions marked the beginning of IECEO's end-to-end design, laying the foundation for a product that prioritizes institutional trust and a smooth user experience from the first contact.
[Summary]
🧩 I transformed more than 150 findings into six strategic pillars that guided every design decision.
The analysis of interviews, observations, and benchmarks was consolidated into a structured synthesis process, where more than 150 findings were grouped into six key pillars for design.
The affinity diagram allowed me to identify recurring patterns of behavior, needs, and frictions that directly influenced the digital certification experience.
These six pillars (trust, essential information, motivations, contact, support, and barriers) were transformed into strategic criteria that guided the product's content.
Visually synthesizing the findings allowed me to reduce complexity and focus the design on solving what really made an impact (credibility, clarity, and conversion).
Key insights from the research
🤝 Trust and credibility
Need to display visible signs of trust such as official seals, testimonials, and official registration numbers.
📓 Essential information
Clarity on costs, requirements, and certification listings, eliminating friction points in the user flow.
🏆 Motivations
Certification as a job requirement and professional differentiator in a competitive market.
💬 Contact
Preference for WhatsApp as the primary channel for immediate accessibility and direct support.
🪪 Support and materials
Examples of certificates, downloadable materials, and searchable catalogs that provide transparency.
💢 Obstacles
Long forms, lack of transparency, and absence of official validity evidence are the main barriers to conversion.
[Personas]
👥 Two key archetypes revealed that immediate trust was essential, although their needs differed between individual agility and business processes.
Based on the research findings, I defined two main archetypes that reflect the most representative patterns of the target audience: independent professionals on one hand, and small businesses on the other.
Both shared the need for immediate trust and transparent processes, but differed in their priorities.
Laura, a training professional, sought speed and clarity without wasting time on paperwork.
Mario, an SME owner, needed formal processes, clear billing, and support for his team.
These profiles were decisive in defining the tone of communication, the structure of the information, and the visual hierarchy of the platform, ensuring that the experience responded to both individual and business users.
Laura Hernández
"I want a certification that supports me as a professional and doesn't take time away from my work."
Age: 34 years old
Occupation: Training coordinator at a medium-sized company
Education: Bachelor's Degree in Business Administration
Location: Oaxaca de Juárez, Oaxaca
[Personality]
Manager
Organized
Practical
[Context]
Professional with training experience seeking certification from Red Conocer to validate their profile and improve the training they offer their team.
[Goals]
Obtain official certification as a job requirement.
Validate her experience and enhance her resume to advance her career.
Access flexible options (preferably online).
[Pain Points]
She is concerned about the cost of certification.
She needs to see the official registry and examples of certificates to trust it.
Se frustra con procesos poco claros o trámites largos.
[Needs]
See the format, requirements, duration, and price without having to go through a lot of hassle.
WhatsApp as primary contact and immediate response (<10 min)
Access to work guides and sample modules before enrolling.
Design insight:
For Laura, the form had to be brief and transparent, with clear information and visible signs of official validity.
Mario López
"I need to certify my team quickly and reliably so that I have a qualified team."
Age: 40 years old
Occupation: Owner of an SME in Oaxaca (service sector)
Education: High school diploma
Location: Tlacolula, Oaxaca
[Personality]
Results oriented
Entrepreneur
Pragmatic
[Context]
He wants to certify several employees to meet customer requirements and improve his company's image.
[Goals]
Certificar a su equipo de forma rápida y confiable.
Acceder a procesos claros, con facturación y soporte administrativo.
Diferenciar a su empresa frente a la competencia.
[Pain Points]
Unclear prices and timelines generate mistrust.
He don't want to spend time on confusing processes or excessive paperwork.
Bad reviews or lack of official information are grounds for immediate rejection.
[Needs]
Clear and transparent page with a 3-step process.
Direct contact (WhatsApp or phone call) to quickly resolve any questions.
See official seals and testimonials from similar companies that have already been certified.
Design insight:
For Mario, the design had to prioritize a simple 3-step flow and display testimonials to build trust.
🔑
Common key points
🤝 Trust and credibility
Display official seals, testimonials, and examples of certificates.
📋 Clarity first
Costs, timelines, and requirements visible from the beginning.
💬 Immediate accessibility
WhatsApp as the primary support channel.
⚡ Simplicity
Short process (max. 3 steps) that prevent abandonment.
🔄 Flexibility
Online/in-person options for different needs.
[Delving deeper]
🧠 Empathy maps revealed that lack of trust and prolonged waiting were the main sources of emotional friction.
Empathy maps allowed me to go beyond functional data and understand the real emotions, expectations, and fears behind the certification process.
These findings were fundamental in prioritizing visible credibility, simplicity of flow, and immediate contact in the information architecture.
Laura was looking for quick and valid certification, but was frustrated by the lack of official seals or verifiable examples. Her motivation was to advance her career, and her main obstacles were unclear pricing and lengthy processes.
Mario, on the other hand, needed a formal and transparent process for his entire team. He was discouraged by the lack of clear business options or direct support channels.
[From day-to-day life to the digital journey]
🗺️ User journeys revealed that speed and immediate feedback were key to maintaining trust and preventing abandonment.
Journey maps allowed me to identify the most critical points of abandonment and the moments when trust became decisive in continuing or abandoning the process.
By mapping the experiences of Laura (individual professional) and Mario (SME entrepreneur), I discovered that both shared the need for quick feedback, visible information, and immediate confirmation during the certification flow.
These journeys served as a bridge between research and design, guiding the information architecture and micro-interactions toward a clear goal, maintaining trust with every click.
Laura Henández (Individual professional)
🎯
Insight
Laura is looking for quick and valid certification, but she is faced with unclear costs and unreliable testimonials. Her confidence increases when she sees requirements and reviews, but she becomes frustrated with vague processes and limited payment options.
🔑
Impact on design
Display official seals and registration number on the home page.
Provide video testimonials and examples of actual certificates.
Include WhatsApp as the main CTA, with quick replies and FAQs.
Diversify payment methods and display downloadable guides before signing up.
Mario López (SME entrepreneur)
🎯
Insight
Mario needs to certify several employees at once, but finds generic pages with no personalized proposals. He is concerned about the lack of clarity in pricing per group and the absence of a workflow tailored to businesses.
🔑
Impact on design
Create a "Certify your company" block with different plans.
Simplify forms with minimal fields and immediate confirmation.
Include personalized proposals in PDF format with a breakdown of benefits and billing terms.
Design a tracking panel to monitor the team's progress.
[User Stories]
💬 Translating pain points into real stories allowed me to guide the design with the purpose of generating conversion.
I created two user stories that represented the extremes of my target audience: Laura Hernández, an individual professional looking to get certified without complications, and Mario López, an entrepreneur who needs to validate his team's skills.
Each story helped me connect emotional pain points with functional requirements, ensuring that every design decision responded to a real need.
👩🏻 Laura Hernández
As a professional seeking certification, I want to see the registration number and official seals on the home page so that I can trust that the certification is valid.
As a user who prefers quick contact, I want to send my questions via WhatsApp so I can receive an immediate response without filling out long forms.
These stories helped me decide that visual validation (seals, testimonials, and official registration) should be at the forefront of the design and that immediate contact was a trigger for trust.
👨🏻 Mario López
As a business owner, I would like to see a section dedicated to certifying complete equipment, so that I know that IECEO also serves businesses and not just individuals.
As a business customer, I want to fill out a short form and receive automatic confirmation to ensure that my information has been received and processed.
This story made me rethink the structure of the site, creating an exclusive route for companies and simplifying the registration process with instant feedback.
⚙️ The definition stage consolidated what had been learned in research and set the standard for a functional and reliable design.
At this stage, I focused on translating the research into strategic design decisions.
My goal was for each insight to be directly reflected in the interface, the flow, and the overall user experience.
It was here that I consolidated the principles that would guide the entire product architecture, prioritizing visible trust, immediate clarity, and constant accessibility.
🔑
Insights from the definition stage
🧱 Trust is built with visible signs
Official seals, registration numbers, and real examples of certificates.
⚙️ Users reject lengthy processes.
They prefer simple flows with a maximum of three steps and immediate confirmation.
💬 WhatsApp is the most reliable channel.
Its immediacy reinforces the perception of closeness and real support.
💸 Clarity in pricing and requirements
Users decide to proceed only when the information is transparent.
🧾 Short forms with automatic feedback
They eliminate friction and reduce abandonment.
👥 Key differences by profile
Mario needs business plans and clear billing, while Laura values flexibility and speed.
🪪 Both value official validation and differentiated testimonials.
Reinforce the legitimacy of the service.
[Prioritization]
📊 I prioritized the solutions with the greatest impact on trust and conversion using the ICE Scoring method.
I knew that every improvement could add value, but not all of them had the same impact.
To stay focused, I decided to prioritize strategically using the ICE Scoring method (Impact, Confidence, Ease), a tool that allowed me to objectively compare each initiative and ensure that the design addressed the most critical points of the user journey first, focusing on trust, clarity, and immediate action.
This process was essential for aligning design decisions with business objectives, ensuring that every resource invested had a visible return in both perception and conversion.
I chose ICE Scoring because it is an agile methodology that allows initiatives to be compared without relying on large volumes of data. And it was ideal for a time-limited project, where every decision had to justify its value and urgency.
Each initiative was evaluated and ranked according to its impact on the user experience and its technical viability.
🔑
ICE Scoring insights
🛡️ Trust first (score 640)
• Display official seals and registration number on the home page
• Trust was the catalyst for the entire conversion flow.
📊 Simple, visual processes (score 448)
• Explaining the process in visual steps reduces the perception of bureaucracy.
• Users want clarity on the path forward before making a decision.
💬 Immediate contact helps speed up decision-making (score 336-252)
• Fixed WhatsApp CTA and optimized form confirmed expectations of speed and zero friction.
🖼️ Tangible proof (score 336)
• Examples of real certificates build trust.
• "Seeing is believing" was key; if the certificate is not shown, the decision is delayed.
🏢 Business segmentation (score 240-80)
• The "Certify your company" block and volume packages reveal that the business segment requires differentiated solutions, although their implementation is more complex.
🗣️ Credibility boosters (score 180-96)
• Differentiated testimonials, a comparison table of modalities, and FAQs serve as support, but they are not the main drivers of conversion.
📧 Post-contact security (score 252)
• Immediate confirmation email provides peace of mind and eliminates doubt about whether the request was received.
Applying ICE Scoring helped me see design as a prioritization strategy, not just aesthetics.
I learned that in a trust-oriented product, every decision had to have a measurable purpose; if it didn't generate clarity, trust, or action, it could wait.
This phase was the bridge between research and action, where design began to take shape with purpose and direction.
[Structural design]
📐 The architecture was designed to be simple and transparent, guiding users from initial trust to frictionless registration, with four clear sections: Home, About Us, Certifications, and Contact.
With the findings prioritized in ICE Scoring, I designed an information architecture focused on reducing friction, highlighting signs of trust, and guiding the user toward registration.
The goal was to simplify navigation, make trust visible from the outset, and reduce friction in the registration process.
The structure was organized into four main sections that respond to both the pain points and motivations detected in the empathy maps and journey maps.
Home: Designed to generate immediate trust, hero with visible CTA, official seals and registration number, process explained in visual steps, business block, and featured testimonials.
About Us: Reinforces institutional credibility by showcasing philosophy, added value, and signs of trust.
Certifications: Provides a clear list of requirements, duration, costs, and tangible examples of certificates.
Contact: Features an optimized form with minimal fields and automatic confirmation, as well as visible contact details.
Every structural decision was intended to guide the user without distractions and reinforce the perception of legitimacy.
Therefore, I eliminated unnecessary sublevels and focused navigation on direct and predictable paths.
Simplicity was a strategy to lead clearly to the next step.
[User flow]
🧭 I designed a guided journey based on trust, clarity, and immediate contact to reduce friction during registration.
With the structured architecture, I needed to ensure that the navigation truly accompanied the user from start to finish without losing clarity or confidence.
I designed the user flow as a visual representation of how Laura (individual professional) and Mario (SME entrepreneur) could reach their goal in the fastest, most transparent, and secure way possible.
The goal was to eliminate any points of friction that could interrupt conversion. Therefore, I focused the flow on three strategic priorities that directly responded to the research insights and prioritization:
Trust at the start: display seals, official registration, and testimonials before any decision is made.
Clarity in the middle: provide complete information about requirements, duration, and costs without ambiguity.
Immediate contact at the end: integrate WhatsApp as the main CTA and a short form with automatic confirmation.
In addition, I designed two parallel paths, one for individual users and another for companies, ensuring that both profiles had a differentiated experience tailored to their objectives.
[Brand identity]
🧩 I turned the lack of visual consistency into an opportunity to build a solid, accessible identity that was aligned with IECEO's mission.
During my research, I noticed that the lack of visual consistency affected the perception of trust and professionalism. That's why I proposed designing their identity, seeking a more solid, modern, and accessible style that would communicate the institutional seriousness that users needed to see from the very first contact.
My goal was to standardize all visual elements, from the logo to the color palette and typography, under a strategic direction aligned with research insights. The new identity had to convey professionalism, credibility, and approachability, projecting IECEO as a reliable institute, ready to grow and compete in the digital environment.
Together, the name and logo reflect the essence of IECEO as a modern, accessible institution committed to learning and continuous improvement.
Name and acronym (IECEO)
The acronym IECEO stands for Instituto Evaluador de Competencias Laborales y Consultoría Empresarial de Oaxaca (Oaxaca Institute for Labor Skills Assessment and Business Consulting). This name was chosen for its simplicity, ease of pronunciation, and memorability, which reinforces the institution's identity and projects professionalism and confidence.
Logo
The shape of the logo evokes a tree of knowledge and a network of skills, symbols that represent growth, strength, and connection. This image is directly linked to the institute's mission: to evaluate, strengthen, and certify job skills, promoting professional and business development in Oaxaca and the country.
[Visual identity]
🎨 I built the visual identity as a clear signal to generate trust, professionalism, and accessibility.
I designed a visual system based on three principles:
Institutional seriousness, seeking to project order and legitimacy.
Visual clarity to facilitate immediate reading and comprehension.
Digital consistency to maintain the same experience at every point of contact.
Key visual decisions
Color palette:
I used cool, neutral tones (blues and grays) to project stability and confidence, reinforcing the institutional perception.
Secondary colors add freshness and accessibility, while neutrals ensure contrast and readability on any device.
Overall, the palette communicates professionalism and modernity, avoiding visual saturation or distraction.
Typography:
I chose Roboto for its clarity and legibility in digital environments; it serves as the backbone for titles and long texts.
I complemented it with Montserrat in buttons and CTAs, due to its geometric and modern character, ensuring that key actions are immediately noticeable.
This combination reinforces hierarchy, readability, and focus on the action.
[Low-fidelity wireframes]
✏️ I validated the flows and hierarchies from the draft, ensuring clarity and strategic direction.
The goal was to translate the architecture into functional screens, ensuring that users could effortlessly find key elements.
Visible signs of trust: official seals and registration number on the home page.
Clear certifications: accessible list of requirements, duration, and payment methods.
Simplified process: steps explained visually and progressively.
Immediate contact: WhatsApp and form as clear and quick actions.
During this phase, stakeholders decided not to include the business section yet. Although it was included in the initial architecture, the team decided to focus their efforts on individual professionals as the first target segment.
This decision allowed me to focus the experience on a clearer, more direct, and validatable flow, without dispersing resources on a secondary audience.
Hand-drawn wireframes served as a conversation tool that helped me align expectations, simplify screens, and obtain immediate feedback before moving on to the next level of fidelity.
[Medium-fidelity wireframes]
🖥️ I transformed insights into functional screens that convey confidence, clarity, and immediate contact from the very first visit.
After validating the basic structure in low-fidelity wireframes, I moved on to translating each insight into clear and actionable visual solutions.
My goal at this stage was to build a navigable experience that reflected institutional credibility, eliminating friction.
Display tangible certificates and testimonials as signs of trust.
Use simple, scannable cards to facilitate comparison between certifications.
Simplify the contact form, limiting it to two visible fields.
Keep WhatsApp as a fixed CTA, ensuring a quick response and an accessible support channel.
[Hero and process]
🤝 A hero who generates security from the very first seconds
1
Navbar with visible registration code
The official registration number remained fixed in the navbar.
Friction: Users mistrusted the institution's validity because they could not find any official signs from the beginning.
2
Hero with clear CTA
Outstanding action that facilitates immediate contact. Friction: Many people abandoned the process before making contact because they didn't know what the next step was.
3
Hero with official seals
Signs of institutional validity, prioritized.
Friction: The lack of seals raised doubts about the institution's backing.
4
4-step visual process
I synthesized the entire process into four visual steps with icons. Friction: Users associated certification with long and confusing procedures.
[Home page]
🪪 Priority was given to showing a real example and official testimonials as indicators for a trustworthy decision.
5
Tangible certificate
6
Description
7
Key points
8
Featured testimonials
[Certificates]
📇 Users requested clarity on requirements, names, and certification codes to feel confident in their choices.
9
Organized visual listing
10
Competency standard
11
Name of the standard
[Detailed nomenclature]
👆🏼 Reducing friction in the information was key to generating security and conversion.
12
Primary certificate card
13
Requirements and related occupations
14
CTA card with benefits
Block with advantages(“Certificación válida por 5 años, avalada por CONOCER y SEP”).
Friction: There was uncertainty about the actual value of the certificate and its specific benefits.
15
Direct contact via WhatsApp
16
Optimized form
17
Visible payment options
📐
Design decisions
🏠 Home page focused on immediate trust
Images of real certificates, clear steps, official seals, and registration numbers generate trust at first glance.
🧾 "About Us" section summarized
Institutional philosophy and values presented briefly, as a sign of credibility and professionalism without overwhelming the user.
📜 Certifications in card format
Scannable cards with basic requirements and a details button, making it easy to browse and quickly compare certifications.
🖼️ Clear detail page
Each certification includes requirements, duration, and a visual example, addressing the pain points identified in interviews regarding lack of transparency and real life examples.
💬 Optimized contact
Shorter, more direct form, accompanied by additional options (WhatsApp, phone, email) to ensure immediacy and accessibility.
🎯 Strategic simplification
It was decided to pause the business section in order to prioritize the main audience (individual professionals), streamlining the first version of the digital product and reducing the dispersion of resources.
With validated flows and clear visual hierarchies, the next step was to move toward high-fidelity wireframes, applying the final visual identity and adjusting micro-interactions to deliver a professional and reliable experience.
[High-fidelity wireframes]
🎨 High-fidelity wireframes unified trust and a strong identity with effective microinteractions.
In this phase, I applied the final visual identity and key micro-interactions that transformed credibility into action.
I integrated brand elements, real certificates, and visible CTAs that reinforced trust and guided the user toward conversion without distractions.
The goal was to validate how design decisions, institutional colors, clear hierarchies, and simplified flows could generate an immediate sense of security and professionalism.
🔑
Final design insights
🔒 Build trust at first glance
• From my research, I discovered that official validity was the main concern for users.
• The final design places official seals, registration numbers, and images of actual certificates on the home page to immediately inspire confidence.
⚙️ Simplification of the process
• Users rejected long and confusing procedures.
• The final version shows the way in four clear steps, reducing friction and conveying transparency.
🔁 Flow iteration and architecture
• Journey maps and user flow were used to identify points of abandonment (long forms, lack of response on WhatsApp).
• The result was a short form with automatic confirmation and a fixed WhatsApp CTA for immediate contact.
📊 Prioritization with ICE
• ICE Scoring revealed that the factors with the greatest impact were trust, simplicity, and immediate contact.
• These elements were integrated into the final version as pillars of the design, with the hero featuring seals, visual steps, certification cards, and accessible contact information at all times.
🎨 Identity and usability
• A cool color palette (blues, whites, grays) was used to convey seriousness and professionalism, with modern accents for accessibility.
• The Roboto font ensures readability throughout the content, while Montserrat on the buttons gives strength to key actions.
🚀 Impact on the experience
• A site that conveys credibility in seconds, guides the user through a simple journey, and culminates in a clear action.
• The design is aligned with business objectives (more sign-ups) and the real needs of users (trust, clarity, speed).
[Final product]
🌐 I transformed the design into an actual product that was implemented in WordPress as a functional, self-managed platform ready for scaling.
After validating the high-fidelity wireframes, the design was implemented in WordPress, ensuring that the final platform was scalable, self-manageable, and accessible for IECEO.
The implementation in WordPress allowed IECEO to have a functional digital product, aligned with the design and accessibility guidelines defined in previous phases.
Desktop
Mobile
The final product in WordPress consolidated the entire UX/UI process into a platform ready for operation, generating an immediate impact on user confidence and enrollment.
[Results and impact]
📊 The design revealed an average page load time of 52-57 seconds.
Following implementation in WordPress and integration with marketing tools, IECEO began operating with a complete digital ecosystem that connects the site experience with campaigns on Meta Ads and personalized landing pages.
In the first 3 months after launch, the results were as follows:
+600 leads generated from a single Meta Ads campaign, exceeding initial expectations.
CTR of 0.8% in education and job certification campaigns in Latin America.
Average time on page of 52-57 minutes, within the average standard of 45 seconds to 1 minute on similar educational sites.
+320 forms submitted from the platform, with automatic confirmation integrated with Mailchimp, which reduced abandonment.
+210 clicks on WhatsApp, validating the channel as the main immediate contact method.
[Lessons learned]
🧩 I learned that a good strategy is the trigger for conversion, where the trust built with the user helps generate higher revenue.
These lessons reinforce my ability to lead end-to-end projects and deliver digital products with real impact.
Understanding poor practices by competitors and real user pain points allowed me to design simple and clear flows.
I confirmed that aligning business needs (conversion) and user needs (simplicity and trust) is the basis of a good product.
Validating with metrics (time on page, leads, forms) showed how UX/UI directly impacts business results.
Working with stakeholders without digital experience was enriching, as their openness allowed us to iterate and validate findings quickly.
The Meta Ads campaign, which generated more than 600 leads, confirmed that the design worked as a real driver of customer acquisition.
This project showed me that the true value of UX/UI design is in listening to users, aligning their needs with business objectives, and transforming that vision into a real product that builds trust and delivers measurable results. Beyond the screens, what I built with IECEO was a digital experience that turned mistrust into action and established me as a designer capable of leading end-to-end processes with tangible impact.
[Case studies]
