[Case Study Off Road México]
Strategic redesign that increased interaction time by 23% and user retention by 19% at Off Road México
[Automotive / B2B / Corporate Events]
Strategic platform that drives trust and loyalty
[Project context]
I led the redesign of the Off Road Mexico website, an agency specializing in automotive events for brands such as BMW, Audi, and Jeep. This project arose from a personal initiative after detecting friction in the company's digital experience, mainly in the communication of its services and the flow of contact with potential customers. The goal was to modernize and optimize the digital experience, raising brand awareness, improving the communication of its services, and building trust with potential customers, using the Lean UX methodology.
[The challenge]
Restructure the site to communicate credibility and scope, improve understanding of the value proposition, and increase contact interactions, reducing friction points identified in the heuristic analysis and stakeholder interviews, which made it difficult for automakers and agencies to quickly understand Off Road Mexico's offering.
[Solution implemented]
I designed a new user center architecture with categorized services, visible CTAs, and optimized navigation, improving content comprehension and reinforcing the value proposition.
The site was implemented in WordPress, with GA and Microsoft Clarity integration to measure impact.
After launch, active time on page increased to 1.4 minutes (+23%) and scroll depth to 64.5% (+19%), validating a significant improvement in interaction and engagement.
[Company]
Off Road Mexico
[My role]
UX/UI Design
UI Design
Information Architecture
UX Writing
Data & Analytics
[Tools used]
Figma
Wordpress
Miro
Microsoft Clarity
GA
[Platform]
Web Desktop
[Timeline]
January 2021 - April 2021
Experiences that transcend the physical and strengthen the relationship between brand and user
The most memorable experiences are not only lived, but also understood, measured, and remembered. Behind every meaningful connection between a brand and its audience lies a purposefully designed story where emotion and strategy come together to generate real value.
Off Road Mexico is a B2B company specializing in designing and producing automotive experiences that connect brands, manufacturers, and customers through events, test drives, and training sessions. Each project combines strategic thinking, precise execution, and visual storytelling to transform interactions into emotional and measurable touchpoints.
Its proposal integrates experience design, logistics, and brand recognition, turning each event into a strategic flow. Thus, Off Road Mexico creates ecosystems of connection where brands strengthen relationships, build trust, and transform each experience into actionable information.
This same philosophy was transferred to the digital environment. The redesign of the website brought the field experience to the screen, a platform that reflects the energy, confidence, and professionalism that the company conveys at every event, reinforcing its communication and consolidating its leadership in the B2B automotive sector.
💻 A website that communicates expertise, strategy, and trust
The redesign of the Off Road Mexico website represented an opportunity to enhance its digital presence and align brand communication with the strength of its field operations. The new site was conceived as a lively, modern, and functional platform that conveys what the company really wants to communicate: a strategic B2B ally specializing in automotive experiences designed with precision, creativity, and purpose.
The redesign process focused on elevating brand perception, improving the clarity of the value proposition, and optimizing navigation for its users. Every decision, from the information structure to the visual micro-details, was designed with the goal of reflecting innovation, trust, and dynamism, the three pillars that distinguish Off Road Mexico.
🏆 Clearer communication of your value proposition
⚒️ Optimized architecture for more intuitive navigation
🤝 A consistent identity that strengthens interaction
[Strategic overview]
🏁 A brand that transforms experiences into confidence and results
The project was born with the goal of translating Off Road Mexico's more than 25 years of experience into a clear, strategic, and measurable digital experience, reinforcing its B2B positioning and its ability to generate trust from the first contact.
🚘 Experiences that connect brands and users
Off Road Mexico has established itself as a strategic B2B partner that combines design, logistics, and technology to create events that communicate, educate, and build loyalty.
🌐 A trajectory that drives digital evolution
With a history backed by major car manufacturers, the company decided to strengthen its digital presence in order to communicate its value proposition with the same clarity and professionalism it conveys at its in-person events.
[The challenge]
🤝 Redefine the digital experience to build trust between the brand and its users
When I joined the team, I realized that the website did not reflect the scope or value proposition that Off Road Mexico truly offered. The visual structure was rigid, the content was heavy, and navigation was unintuitive. Beyond aesthetics, the real challenge was to redefine how the company presented itself to its customers and how it could convey the confidence it achieved in its face-to-face experiences.
Thanks to my background in industrial design, I transferred principles of clarity, structure, and usability to the digital environment, transforming an informational site into a functional, strategic platform aligned with business objectives. I decided to take on the challenge by applying UX thinking and Lean methodologies, with the goal of turning an informational site into a strategic digital platform.
My approach was to create a consistent, accessible digital experience aligned with the business's values, allowing each interaction to reflect the professionalism and innovation that characterize the brand, developing a functional MVP that would strengthen interaction.
[Hypothesis]
🎯 With a redesign of the Off Road Mexico digital platform, the value proposition could be better highlighted.
Before starting the process, I defined a design hypothesis that would help me keep all decisions focused on business objectives and the real needs of users.
I noticed that although Off Road Mexico had a solid reputation in the automotive industry, its website did not communicate the value of its services or its B2B approach with the same strength. This gap between in-person trust and digital experience became the focus of my approach.
🎯
Design hypothesis
If the visual structure of the site is redesigned and the services are classified, users (agencies, brands, and distributors) would better understand the value proposition and be more willing to initiate contact with the company.
This hypothesis allowed me to guide the entire design process toward tangible validation of trust, clarity, and conversion, ensuring that every visual or structural decision responded to a measurable objective.
[Heuristic analysis]
🔎 I detected design patterns that did not clearly communicate the functions and true scope of Off Road Mexico.
Before designing solutions, I needed to understand the starting point. I conducted a heuristic analysis based on Norman Nielsen's usability principles, evaluating how the current interface influenced users' perception of value and trust.
Upon entering the site, the experience failed to clearly communicate the purpose and specialization of Off Road Mexico. The visual and content structure made it difficult to understand at first glance what the company did, what type of services it offered, and who they were aimed at. The information was scattered, which limited the connection with the user and recognition of the brand's real value.
The analysis identified key opportunities to strengthen the visual hierarchy, simplify navigation, and create a more coherent narrative that authentically communicates Off Road Mexico's identity and experience in the automotive sector.
🔑
Key findings of the heuristic analysis
🏁 Lack of clarity in the company's proposal and specialization
Information about their areas of expertise and main functions was scattered, making it difficult to understand the true scope of the brand.
🧭 Navigation not very intuitive
The fixed side menu overwhelmed the space and did not offer a clear hierarchy, causing confusion.
🎨 Inconsistent visual structure
Variations were detected in buttons, font sizes, and spacing.
Some visual elements were interactive but had no real action, affecting user confidence.
🧩 Extensive content that is difficult to scan
Poor readability and lack of prioritization of information, making it difficult to read.
In several sections, the information was not prioritized or adapted to different types of users.
💬 Lack of feedback on forms
The contact form did not provide confirmation or error messages. Users did not know if their message had been sent, which created uncertainty.
🖼️ Outdated images
Despite being a valuable resource, the photographs were compressed and looked outdated. This reduced their visual impact and perception of professionalism.
The diagnosis was clear: the site tried to comply with its informative function, but it did not reflect the strength and professionalism that Off Road Mexico projected in its face-to-face experiences.
These findings became the basis for redesigning the information architecture, visual hierarchy, and communicative tone, guiding the redesign toward a more reliable digital experience.
[Research]
👥 Conversations with stakeholders revealed a disconnect between brand strategy and its digital expression.
I began by interviewing the owners and the operational team to understand what was working, what needed improvement, and how the website could strengthen relationships with B2B customers.
During the conversations, clear patterns emerged: lack of clarity in the message, difficulty in expressing the differential value, and a structure that did not project the professional level that Off Road Mexico demonstrated in its face-to-face events.
These interviews helped me identify key strategic opportunities, such as simplifying messaging, prioritizing the most relevant services, and aligning digital communication with the brand's strength and credibility.
📊 The competitive benchmark defined the communication principles that differentiate leading brands.
I analyzed five leading automotive agencies in Mexico and Latin America to identify best practices in architecture, visual narrative, and communication tone.
I discovered that the brands with the greatest digital impact shared three essential elements:
They focused their message on results and success stories.
They communicated with emotional clarity and purpose.
They guided users toward specific actions, such as requesting contact.
These findings became the basis for redesigning the information architecture, visual hierarchy, and communicative tone, guiding the redesign toward a more reliable digital experience.
🤝 Customers valued the brand experience but couldn't understand the breadth of its services on the current site.
I interviewed clients and partners to understand how they perceived Off Road Mexico and what they expected from the site. Most recognized its experience and professionalism, but agreed that the digital platform did not reflect the diversity of services or the strength they experienced at in-person events.
Some even mentioned that they preferred direct contact because the site did not convey sufficient clarity or trust, so the redesign needed to increase trust and visual consistency, ensuring that the first digital impression reflected the same level of excellence as the physical experience.
Integrating the perspectives of stakeholders, competitors, and customers allowed me to align the business vision with user expectations, creating a solid foundation for the ideation phase and affinity diagram.
[Affinity diagram]
🧩 The research revealed that the real challenge was rebuilding the brand's digital trust.
After analyzing interviews, benchmarks, and observations, I organized all the findings into an affinity diagram that allowed me to visualize patterns of behavior and common needs.
The synthesis revealed that the main challenges facing the site were a lack of clarity in communication, misalignment with the brand's prestige, and a digital experience that did not convey trust.
I understood that the real goal was not just to optimize an interface, but to digitally reposition a B2B brand that was well-known in the physical environment, strengthening the brand's consistency and value.
🔑
Research insights
🧩 Realignment of information
Discussions with stakeholders revealed an opportunity to reorganize content based on the user journey, communicating services and capabilities more clearly and strategically.
💬 Humanizing language
Users expressed that they preferred a more direct and conversational tone, so the possibility of updating the texts to convey familiarity and confidence was identified.
🧭 Redefine navigation toward clear objectives
Analysis of the site showed that navigation could be directed toward valuable actions, such as contacting the company, by integrating flows that support the user's decision.
🤝 Align the digital brand with its prestige
The findings revealed a great opportunity to reflect the same quality perceived in face-to-face events on the web, enhancing consistency between physical and digital experiences.
📸 Renewing the brand's visual narrative
The research revealed that the competition already projects aspirational and dynamic images, which inspired me to update the visual identity to convey innovation, energy, and professionalism.
🧾 Make content more useful and scannable
It was found that users value concrete and visually hierarchical information, which opened up the possibility of redesigning key sections with a focus on clarity and speed.
This stage confirmed that the central challenge was not aesthetic, but strategic, to digitally position Off Road Mexico with a clear, reliable presence aligned with its brand value.
These findings were transformed into fundamental design criteria based on trust, clarity, and consistency.
👤 The proto-people revealed that trust is built with clarity, evidence, and visual credibility.
After analyzing the findings of the affinity diagram, I identified two main profiles that represented how automotive brands and their teams relate to Off Road Mexico.
Both profiles reflect different levels of decision, trust needs, and expectations regarding service quality.
When creating these proto- personas, I wanted to balance the business perspective (B2B) with the digital behavior patterns that emerged in the interviews and benchmarks. This allowed me to clearly visualize what users expect before contacting an agency like ORM, and how a more seamless digital experience can make that relationship stronger.
👩🏻
Carla Torres “The proactive coordinator”
Carla represents users who coordinate launches or training for automotive manufacturers.
She values efficiency, visual clarity, and professionalism.
Her time is limited, so she prioritizes functional contact forms, immediate access to locations, and evidence of previous projects.
This proto-person helped me focus the redesign on clearer navigation, with visual hierarchy and content oriented toward building trust from the very first click.
👨🏻
Mário Ramírez "The one who makes demanding decisions"
Mário represents directors or operations managers who evaluate agencies based on their track record, results, and visible quality.
He needs to see recent photos, projects similar to his own, and tangible evidence of execution.
His profile allowed me to reinforce the importance of showcasing success stories, certifications, and visual credentials, turning the site into a validation tool for quick and confident decisions.
Carla Torres
"The proactive coordinator"
Behavior
Coordinates product launches and events with external agencies and internal stakeholders
She has limited time to research suppliers.
Use web forms for immediate contact
It is based on clear and reliable recommendations for making decisions.
Demographic data
Age: 34 years old
Location: Mexico City
Gender: Female
Technological skill: High
Position: Marketing Manager
Needs
Work with agencies that inspire trust and professionalism.
Immediate access to contact forms and locations on Google Maps
Ensure logistics and quality for her team
Validate alignment with brand and expectations
Mário Ramirez
"The one who makes demanding decisions"
Behavior
Make decisions quickly when you he concrete evidence.
Look for real photos and success stories before finalizing the idea.
Contact via email or phone to clarify urgent questions.
Prefers to view websites on mobile rather than desktop
Demographic data
Age: 48 years old
Location: Monterrey
Gender: Male
Technological skill: Medium
Position: Director of Operations
Needs
Obtain quality information on services offered by providers
View recent photos that support the supplier's quality
Verify that an event similar to the desired one can be executed.
Access a navigable, mobile-optimized website
Defining these profiles allowed me to understand that trust is conveyed through intelligent design, functional content, recent evidence, and clarity of information.
Based on these insights, I developed the user journey, mapping touchpoints and friction points to guide decisions toward a digital experience consistent with the brand's value and prestige.
[Proto-journey]
🗺️ Mapping the experience revealed the points where trust was lost and defined the key actions for the redesign.
After defining the proto- personas, I decided to analyze how they interacted with the current site before contacting us. I used the profile of Carla Torres, the marketing coordinator who seeks to validate professionalism and experience from the web, to build a Proto-Journey that reflected her emotions, expectations, and obstacles during her journey.
The map revealed a fragmented experience. Although Carla could find the company on search engines, the lack of clear information and updated content made her distrustful. Not seeing any recent projects or detailed descriptions of services made her leave the site before making contact.
This analysis allowed me to visualize strategic opportunities for reorganizing content to reduce friction, improving communication about services, and connecting them with recent, clear visual evidence in a more human and credible way.
🔑
Key opportunities identified
🏠 Clear information
The homepage had to communicate the value proposition at first sight.
🖼️ Updated visual evidence
Showing achievements, recent photos, and testimonials would reinforce trust.
🧭 Hierarchy and smooth navigation
A structure was needed to guide users toward action.
💬 Close language and tone
The texts had to be aligned with the communication style of the automotive sector, but with a more accessible and contemporary tone.
💡
Decisions derived from the Proto-Journey
🎯 New home
Focused on communicating experience and key differentiators, with visual content and brand storytelling.
🧩 Service restructuring
Improve the services section by presenting each offer with clear descriptions, icons, and visible calls to action.
🔤 Consistent and hierarchical visual system
Using legible typography, high contrast, and visual rhythm that facilitates scanning
🤝 Building trust through evidence
Integrating success stories, certifications, and prominent clients to support digital reputation
This exercise helped me change my perspective on design, redesigning the first impression that a brand makes on its B2B customer.
The Proto-Journey allowed me to translate emotions into concrete design decisions, reinforcing the relationship between digital experience, reputation, and business credibility.
[Value proposition canvas]
🎯 Aligning business value with user expectations
After mapping the current experience, I searched to connect what Off Road Mexico offers as a B2B company with what users truly value when looking for a strategic partner in automotive events.
To achieve this, I used a Value Proposition Canvas, taking Carla Torres, the marketing coordinator who represents the most recurring customer profile, as a reference.
With this exercise, visualize how improving the description of the brand's products and services can relieve frustrations, such as a missing clear information or outdated images, while enhancing benefits such as trust, visual evidence, and clarity in processes.
These findings were translated into prioritization criteria, which later helped me define the essential functionalities for the MVP using the MoSCoW method.
[Communication strategy]
🇲🇽🇺🇸 The project had to communicate without barriers, connecting with local and international audiences.
During the definition phase, it was recognized that it was important for the new site to reflect Off Road Mexico's national and international presence. To ensure that the content was understandable and accessible, it was decided that the platform should be fully bilingual (Spanish and English).
This decision was based on two main objectives:
Enhance corporate credibility by presenting a brand that is ready for international customers and partners.
Expand the reach of services, enabling solutions to be clearly communicated to both local and global audiences.
The design of the information architecture and site components was planned with this linguistic duality in mind from the earliest stages of the project.
[Prioritization using the MoSCoW method]
⚖️ Prioritizing impact over technical complexity allowed me to build a functional MVP with brand purpose.
I knew that part of the challenge was to build a site that would meet real needs without relying on external resources.
That's why I chose WordPress, which allowed me to create an MVP from scratch in a self-taught way, balancing design, strategy, and execution.
To prioritize, I applied the MoSCoW method, which helped me define a realistic approach between what was essential and what was dispensable, always guided by user experience and business objectives.
🧭
Clarity above everything else
(Must have)
👁️ The priority was to eliminate visual and structural friction, ensuring that users could find essential information without effort.
🏠 Reorganize the main menu, visible and unifying CTAs, and descriptions with simple language so that every visitor could understand who Off Road Mexico is and how to contact them in seconds.
🏆
Trust demonstrated with visual evidence (Should have)
🤝 Strengthen brand credibility by showing real, consistent results.
🖼️ Updated logos of brands we have worked with and photographs of current events. This strengthened the perception of professionalism and experience.
👆🏼
Interaction that enriches without overwhelming
(Could Have)
⚙️ Opportunities to make the experience more dynamic, without compromising technical resources.
📹 Ideas such as a hero video, sections with icons describing services, and an institutional video. Small details that humanize the experience and maintain user interest.
🧹
Enfocar recursos donde generan más valor
(Won’t Have)
📁 I decided to leave out features that required constant maintenance or did not provide immediate value.
📇 Sections such as blogs or 360° tours, prioritizing a lightweight, clear platform focused on real business objectives.
The functional MVP validated the proposal with an accessible, coherent site that was aligned with the essence of Off Road Mexico.
With a solid architecture and a design focused on strategic decisions, the next step was to translate this functional structure into a modern visual experience.
[Structuring the site information]
⚙️ I designed a clear structure for users to easily understand the three key areas that Off Road Mexico offers.
[Definition of User Flow]
🔄 I designed a clear flow that guides the user from interest to action.
The user flow helped me visualize the main paths users would follow from start to finish when making contact, identifying friction points and opportunities for simplification.
💡
Insight
A clear user flow not only improves navigation, it builds trust by making every interaction feel intentional and efficient, reinforcing the perception of professionalism and brand strength.
🎯
Key decisions derived from the flow
Reduce unnecessary steps between key pages (Home - Services - Contact).
Include visible calls to action in strategic sections.
Unify navigation patterns to provide a consistent and predictable experience.
[Low-fidelity wireframes]
✏️ I turned the findings into an initial structure to achieve a more adaptable hierarchy that is easier to understand visually.
At this stage, I defined the basic structure of the website, prioritizing the elements that resolved the main friction points detected in the research.
Each screen looked to translate the findings into concrete design decisions, focused on three key objectives:
Communicate credibility from the very first contact.
Provide smooth, hierarchical navigation.
Highlight Off Road Mexico's key services with modular and scalable architecture.
Low-fidelity wireframes allowed me to visualize how each component guided the user through a natural flow, from initial interest to contact, validating the structure before investing in visual design or development.
🔑
Design insights
🎥 Introductory Hero
The main video reinforces the brand's credibility by showcasing its infrastructure and experience in action. It conveys professionalism and builds immediate trust.
👆 Visible CTAs
The calls to action were strategically positioned to guide the user without distractions toward contacting or exploring services.
🧭 Clear hierarchy
The main sections (Services and Facilities) were organized with visual priority from the outset to facilitate navigation and reduce friction.
🧩 Categorized services
Dividing services into three areas (Automotive, Corporate, and Activations) clarified the scope of the business and reinforced its specialization.
🔄 Visual consistency
A replicable modular structure was established that maintains consistency across screens and reinforces the visual flow of the entire site.
[Wireframes de mediana fidelidad]
🧩 Medium-fidelity wireframes translated research into design decisions that eliminate friction and improve brand perception.
I reorganized the main menu to reflect the company's strategic areas (Automotive, Corporate, and Activations) allowing users to easily identify the type of service they need.
CTA buttons were standardized in consistent positions to guide users between sections, reducing the number of clicks needed to contact or explore more information.
The About Us section was restructured with more reliable and visual content, including institutional videos and client logos to strengthen credibility.
Informative cards and visual icons were integrated into Services to summarize what ORM offers, facilitating immediate understanding of its capabilities.
In Facilities, photos and short descriptions of each space were highlighted along with an interactive map and a button (See detailed sketch), eliminating confusion about location or access.
Contact was simplified to three visible channels and a short form, optimizing conversion.
🎯 Key decisions and lessons learned by section
1
Reorganized and centered navigation bar
I reorganized the menu into a top position with clear sections and visual hierarchy, reflecting the strategic areas.
Friction: Heuristic analysis detected confusion and inconsistent paths. Users did not understand the overall structure of the site.
Impact: Better guidance from the first click, reinforcing the perception of order.
2
Hero in 100vh with real video
I implemented a full-screen hero with video showing real ORM events and tests.
Friction: Missing visual credibility and sense of proportion. Carla Torres's proto-person needed to validate professionalism with visual proof.
Impact: Generates immediate trust and professionalism, validated in tests with stakeholders.
3
Primary CTA visible
I added a button with clear microcopy below the hero image to guide the user.
Friction: The heuristic analysis revealed a absence of clear directions; users did not know what the next logical step in the flow was.
Impact: Guided the action without distractions, reducing dead points in the flow.
4
Three visible business areas
I highlighted the three divisions (Automotive, Corporate, and Activations) on the first screen. Friction: Interviews revealed that they were confused about ORM's business and did not understand its versatility.
Impact: It clarified the company's reach and positioned its B2B specialization.
5
CTA focused on exploring solutions
I added a second contextual call to action.
Friction: Abandonment the page due to lack of continuity in navigation.
Impact: Increased retention and exploration within the site.
6
Brief institutional presentation
I reduced the identity content communicated by mission, approach, and experience.
Friction: Carla Torres said she didn't have time to read long texts, and the benchmark showed that leading agencies use clear and concise messages in their presentations.
Impact: Immediate communication of brand value.
7
Institutional video
I integrated a pop-up video showing actual facilities, equipment, and projects.
Friction: Stakeholders mentioned that customers “do not appreciate the magnitude of the work.” Heuristic analysis confirmed a missing visual element to support credibility.
Impact: Reinforced credibility and humanized the brand.
8
Blocks of visual values
I created three modules with icons and short texts representing sustainability, safety, and mobility.
Friction: On the empathy map, Carla was looking for "companies with purpose and social responsibility"; previously, these values were hidden in plain text.
Impact: Reflected purpose, consistency, and values aligned with socially responsible B2B companies.
9
Mosaic of allied brands
I incorporated logos from recognized clients to reinforce visual authority.
Friction: Benchmarking and interviews revealed a need for immediate social proof; users couldn't validate the experience without visible examples. Impact: Built trust by showcasing proven partnerships.
10
Classification into three categories
I organized the services into three main areas (Automotive, Corporate, and Activations).
Friction: Stakeholders requested a structure that communicated key divisions of the business.
Impact: Simplified reading and improved navigation by relevance.
11
Description cards
I wrote clear and direct microtexts for each category.
Friction: The prototypes considered the previous content to be "technical and confusing."
Impact: Increased initial understanding and content retention.
12
Real images of projects
I replaced old images with photographs of recent projects.
Friction: Heuristic analysis and stakeholders agreed that the previous website "did not show real results."
Impact: Raised the perception of professionalism and authenticity.
13
Visual sublevels with icons
I represented sub-services with consistent icons.
Friction: Heuristic analysis revealed visual overload and difficulty scanning lists; Carla needed to quickly understand what each service included.
Impact: Improved scanning and reduced cognitive load.
14
Contextual CTAs
I customized the buttons according to their purpose ("View facilities" or "Contact us").
Friction: Generic calls to action without clear direction.
Impact: Guided navigation with purpose and clarity.
15
I included a quantifiable introduction with data on square meters, areas, and main uses.
Friction: In interviews, several mentioned that customers do not appreciate the size of the place until they visit it.
Impact: Improved immediate understanding of the space and reinforced the perception of professional infrastructure.
16
Visual navigation with facility icons
I designed a visual navigation bar with icons representing each area.
Friction: The benchmark revealed that ORM did not have visual anchors that would allow users to understand the variety of areas, and this is its most relevant added value.
Impact: It simplified exploration and helped users quickly locate each section without having to read extensive text.
17
Descriptive cards by space
I divided each facility into modules with images, brief descriptions, and clear advantages.
Friction: Stakeholders wanted to showcase the versatility of each area as a key commercial asset.
Impact: Increased understanding of the commercial value of each space and visual retention.
18
Interactive map and CTA
I integrated a Google Maps map with routes and a secondary button to view detailed sketches.
Friction: Ambiguity about location and access; users requested precise references.
Impact: Reduced uncertainty about location and strengthened confidence in site logistics.
19
Visible contact information
Three blocks with icons and text for address, phone number, and email were displayed, standardizing the visual format and information hierarchy.
Friction: The heuristic analysis detected low visibility of contact details, which created uncertainty about how to initiate a conversation with the agency.
Impact: Reduced uncertainty and generated immediate trust.
20
Simple form
I redesigned the form with three fields and visual confirmation.
Friction: Carla emphasized that she values quick forms and immediate responses so that she doesn't waste time comparing providers.
Impact: It increased the perception of professional service.
Validating each decision with evidence allowed us to eliminate real friction and build an experience that reflects professionalism, clarity, and trust, the central pillars of Off Road Mexico's digital identity.
[High-fidelity wireframes]
📁 Visual resources were designed for easier and more straightforward comprehension.
During the high-fidelity wireframe phase, I realized that it was the ideal moment to translate Off Road Mexico's identity into a coherent and memorable visual experience. I used this stage to strengthen the brand through a system of original icons that reflected its adventurous spirit and specialization in automotive experiences.
Each icon was designed to represent the facilities within the facilities operated by the company, making digital interaction more intuitive and attractive. In turn, I developed a complementary set of service icons, visually illustrating each component of Off Road Mexico's offering and making it easier to understand its value proposition.
[Final product]
⚙️ The final implementation in WordPress maintained the fidelity of the design and allowed me to measure the real impact of the redesign.
To bring the design to production, I adapted the wireframe structure in WordPress to balance functionality, structure, and visual fidelity. Most elements could be replicated as planned in the wireframes and final prototype, ensuring a smooth transition between design and execution.
The only adjustment made was to the position of the navigation bar within the hero section. In the original template, the menu appeared at the bottom when the page loaded, but it was configured so that when scrolling, it automatically pinned itself to the top, maintaining consistency with the proposed design and improving navigation.
The entire site was successfully installed and configured, including the service modules, gallery, and contact form, ensuring stable performance without depending on external developers.
Finally, Google Analytics and Microsoft Clarity were integrated to monitor user behavior and validate the impact of the decisions made.
This made it possible to measure the effectiveness of CTAs, time on page, and interaction points, ensuring that the redesign met real business objectives.
[Results]
📈 The results validated the proposal and revealed opportunities to optimize the understanding.
During the first three months after launch, an evaluation plan was implemented using Google Analytics and Microsoft Clarity to measure the actual impact of the redesign.
The objective was to verify whether the new architecture and visual hierarchy helped users better understand the value proposition and find key information with less friction.
The data revealed that users spend an average of 52 seconds on the home page, with a scroll depth of 45% and greater interaction in the Facilities and Services sections.
These results confirmed that the new structure correctly directs attention to the main services, but also showed that valuable information was too concentrated at the end of the scroll.
Based on this, improvement actions were defined, such as reorganizing key messages in the first 60% of the scroll and reinforcing intermediate and final CTAs to increase understanding and willingness to contact.
Together, these findings demonstrated that the redesign achieved its goal of clarifying the value proposition and also established a solid analytical basis for continuing to improve conversion and user experience.
[Heat maps]
[Average time on main pages]
Results
In the first three months, we measured that the average time spent on the page was 52 seconds, the average scroll depth reached 45.45%, and users mainly clicked on the facilities and services section. This gave us a baseline understanding of the value proposition and where the user is going.
🕒
Average time
Time: 52s
Average time for a services page.
💻
Scroll depth
45% reach the end
Half give up before the end.
🖱️
Interaction
Clicks concentrated on facilities and services.
Users are interested in the upper blocks.
These findings partially validated the initial hypothesis, showing that users understood part of the value proposition but did not deepen their understanding of all the information.
[Optimización]
🔁 The optimizations increased engagement and validated the effectiveness of the redesign.
After analyzing the initial results, key messages were repositioned and contact CTAs were optimized to reduce friction in navigation and improve understanding of the value proposition.
One month after implementing the changes, metrics showed a significant improvement in user behavior: Average active time grew from 52 seconds to 1.4 minutes, reflecting greater interest in the content. Scroll depth increased from 45% to 64.5%, indicating that more users were exploring the entire site.
These results confirmed the effectiveness of the content hierarchy and the clarity of the CTAs, validating that the redesign not only improved aesthetics and structure, but also understanding, retention, and overall engagement with the brand.
Impact of optimizations
After repositioning key elements, optimizing the contact CTA, and eliminating friction in navigation, user behavior showed a significant improvement one month after the changes, as measured by Microsoft Clarity.
[Conclusion]
💡 From personal initiative to strategic execution
This project represented my first introduction to digital product design, driven by my own initiative when I identified a real opportunity for improvement within the company.
Off Road Mexico trusted the process, allowing me to design and execute a comprehensive solution that balanced strategy, design, and measurable results.
This experience strengthened my self-learning skills and critical thinking abilities to solve problems in a structured, data driven, and user-centered manner.
Despite technical limitations and limited resources, I managed to develop a functional, measurable product aligned with business objectives, validating the impact of each design decision using real analytical tools.
While there are still areas for improvement, such as integrating success stories and quantitative metrics on event and customer performance, this project represents the beginning of a process of continuous improvement focused on optimizing the experience and long term value of the brand.
This case marked a turning point in my professional development, consolidating my vision as a UX/UI designer and designer in general who seeks to resolve identified areas of opportunity, evolving from practice, strategy, and initiative, constantly learning to connect objectives with meaningful experiences.
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