[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]
From an Informative Website to a Strategic Platform that Builds Trust and Clarity
[Project Context]
I led the redesign of Off Road México’s website, an agency specialized in automotive events for brands such as BMW, Audi, and Jeep. The project began as a personal initiative after identifying friction points in the company’s digital experience, mainly in how services were communicated and how potential clients made contact.
The goal was to modernize and optimize the digital experience, elevate brand perception, improve service communication, and build trust with potential clients through a Lean UX approach.
[The Challenge]
Restructure the website to convey credibility and reach, enhance understanding of the value proposition, and increase contact interactions while reducing friction points identified through heuristic analysis and stakeholder interviews. These usability issues made it difficult for automakers and agencies to quickly understand Off Road México’s service offering.
[Implemented Solution]
I designed a new user-centered information architecture with categorized services, strategic CTAs, and optimized navigation, improving content comprehension and reinforcing the value proposition.
The site was built on WordPress with Google Analytics and Microsoft Clarity integration for performance measurement.
After launch, active time on page increased to 1.4 minutes (+23%), and scroll depth rose to 64.5% (+19%), validating a significant improvement in user engagement and interaction.
[Company]
Off Road Mexico
[Mi rol]
UX/UI Design
UI Design
Information Architecture
UX Writing
Data & Analytics
[Tools Used]
Figma
Wordpress
Miro
Microsoft Clarity
GA
[Platform]
Web Desktop
[Project Duration]
January 2021 – April 2021
Experiences that Transcend the Physical and Strengthen the Connection Between Brand and User
The most memorable experiences are not only lived, they are understood, measured, and remembered.
Behind every meaningful connection between a brand and its audience lies a story designed with purpose, where emotion and strategy meet to create real value.
Off Road México is a B2B company specialized in designing and producing automotive experiences that connect brands, manufacturers, and clients through events, test drives, and training programs.
Each project combines strategic thinking, precise execution, and visual storytelling to transform every interaction into an emotional and measurable touchpoint.
Its approach integrates experience design, logistics, and analytics, turning each event into a strategic ecosystem.
Off Road México doesn’t just create activations, it builds connection, driven systems where brands strengthen relationships, build trust, and turn every experience into actionable insights.
This same philosophy was brought into the digital environment.
The website redesign translated the energy, confidence, and professionalism of the brand’s field experiences into an online platform, enhancing communication and consolidating Off Road México’s leadership within the B2B automotive industry.
💻 A Website that Communicates Experience, Strategy, and Trust
The redesign of Off Road México’s website represented an opportunity to strengthen its digital presence and align brand communication with the solidity of its field operations.
The new site was conceived as a living, modern, and functional platform that truly reflects what the company stands for, a strategic B2B partner specialized in automotive experiences designed with precision, creativity, and purpose.
The redesign process focused on elevating brand perception, improving clarity of the value proposition, and optimizing navigation for users.
Every decision, from information architecture to visual microdetails, was made with the goal of reflecting innovation, trust, and dynamism, the three core pillars that define Off Road México.
🏆 Communicating the Value Proposition with Greater Clarity
The visual and textual narrative was strengthened to position Off Road México as a leading B2B company in automotive experiences, highlighting its ability to connect brands and manufacturers with their clients through measurable, high impact projects.
⚒️ Optimizing the Architecture for a More Intuitive Navigation
The information was reorganized into clear and hierarchical flows that make service understanding easier.
Content was structured around strategic areas — automotive, corporate, and activation projects — creating a fluid experience that naturally guides users toward action.
🤝 Strengthening Visual Identity and Brand Consistency
A solid and scalable visual system was developed, inspired by the energy and precision of the off-road environment.
The new color palette, typography, and modular components bring coherence, accessibility, and a professional digital presence that reinforces the brand’s reputation.
[Panorama estrategico]
🏁 A Brand that Transforms Experiences into Trust and Measurable Results
The project was born from the goal of translating Off Road México’s 25-year trajectory into a clear, strategic, and measurable digital experience — strengthening its B2B positioning and its ability to build trust from the very first interaction.
🚗 Experiences that Connect Brands and People
Off Road México has established itself as a strategic B2B partner that combines design, logistics, and technology to create events that communicate, educate, and build loyalty.
🌐 A Track Record that Drives Digital Evolution
With a legacy supported by major automotive manufacturers, the company decided to strengthen its digital presence to communicate its value proposition with the same clarity and professionalism it delivers through its in-person events.
[The Challenge]
🤝 Rethinking the Digital Experience to Rebuild Trust Between the Brand and Its Users
When I joined the team, I identified that the website did not reflect the scope or value proposition that Off Road México truly offered. The visual structure was rigid, the content heavy, and navigation unintuitive. Beyond the aesthetic aspect, the real challenge was redefining how the company presented itself to clients and how it could convey the same trust it achieved through its in-person experiences.
Leveraging my background in industrial design, I brought principles of clarity, structure, and usability into the digital environment — transforming an informational website into a functional, strategic platform aligned with business objectives. I chose to approach the challenge through UX thinking and Lean methodologies, aiming to turn a static site into a strategic digital platform.
My focus was on creating a coherent, accessible digital experience aligned with the brand’s values, ensuring every interaction reflected the professionalism and innovation that define the company — developing a functional MVP that strengthened trust in the brand.
[Hypothesis]
🎯 Turning a Hypothesis into Measurable Decisions that Aligned Digital Perception with Business Reality
Before starting the process, I defined a design hypothesis that would help me keep every decision focused on business objectives and the real needs of users.
I observed that, although Off Road México had a strong reputation in the automotive industry, its website didn’t communicate the value of its services or its B2B focus with the same strength.
This gap between in-person trust and the digital experience became the core of my approach.
🎯
Design Hypothesis
If the website’s visual structure was redesigned and its services clarified, users (agencies, brands, and distributors) would better understand the value proposition and be more likely to initiate contact with the company.
This hypothesis guided 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 Identified Design Patterns that Hindered Clarity, Navigation, and Digital Credibility for Off Road México
Before designing solutions, I needed to understand the starting point. I conducted a heuristic analysis based on Nielsen Norman Group’s usability principles, evaluating how the existing interface influenced users’ perception of value and trust.
The analysis revealed visual, structural, and content-related frictions that compromised the digital experience — including unintuitive navigation, weak visual hierarchy, lengthy messages, and a lack of feedback in forms.
More than just an aesthetic audit, it was an exercise to understand how the existing design affected user comprehension and weakened the brand’s professional image.
🔑
Key Highlights
🧭 Unintuitive Navigation
The fixed lateral menu cluttered the interface and lacked a clear hierarchy, generating disorientation.
🎨 Inconsistent Visual Structure
Inconsistencies were found in button styles, typography sizes, and spacing. Some visual elements appeared interactive but had no real function, which affected user trust.
🧩 Long and Hard-to-Scan Content
Low readability and lack of information prioritization made reading difficult. In several sections, information wasn’t adapted or prioritized for different types of users.
💬 Lack of Feedback in Forms
The contact form provided no confirmation or error states. Users didn’t know if their message had been successfully sent, creating uncertainty.
🖼️ Compressed Images and Weak Visual Hierarchy
Although photography was a valuable asset, images were compressed and lacked narrative context. This weakened the visual impact and perception of professionalism.
The diagnosis was clear: the website fulfilled its informative purpose but didn’t reflect the clarity, strength, or professionalism that Off Road México conveyed in its in-person experiences.
These findings became the foundation for redefining the information architecture, visual hierarchy, and tone of communication — guiding the redesign toward a more trustworthy and scalable digital experience.
[Research]
👥 Conversations with Stakeholders Revealed a Disconnection Between Brand Strategy and Its Digital Expression
I began by conducting interviews with the company owners and the operations team to understand what was working, what needed improvement, and how the website could strengthen relationships with B2B clients.
During these conversations, clear patterns emerged: lack of message clarity, difficulty expressing the company’s unique value, and a structure that didn’t reflect the professional level that Off Road México demonstrated in its on-site experiences.
These interviews helped me identify key strategic opportunities — such as simplifying messages, 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 three benchmark automotive agencies in Mexico and Latin America to identify best practices in architecture, visual storytelling, and tone of communication.
I discovered that the brands with the greatest digital impact shared three key elements:
• They focused their messaging on results and success stories.
• They communicated with emotional clarity and purpose.
• They guided users toward concrete actions, such as requesting contact.
These findings established a guiding principle for the redesign: the new website needed to go beyond describing services — it had to make users feel the brand’s value from the very first interaction.
🤝 Clients Valued the Brand Experience but Struggled to Understand the Full Scope of Its Services on the Website
I interviewed clients and partners to understand how they perceived Off Road México and what they expected from its website. Most recognized the company’s trajectory and professionalism but agreed that the digital platform didn’t reflect the diversity or strength of the services they experienced during on-site events.
Some even mentioned preferring direct contact because the website didn’t convey enough clarity or trust.
This insight reinforced an essential conclusion: the redesign needed to enhance trust and visual coherence, ensuring that the first digital impression reflected the same level of excellence as the physical experience.
Integrating perspectives from stakeholders, competitors, and clients allowed me to align business goals with user expectations, creating a solid foundation for the ideation phase and affinity mapping.
[Affinity Diagram]
🧩 The Research Revealed That the Real Challenge Was Not Redesigning the Interface, but Rebuilding the Brand’s Digital Trust
After analyzing interviews, benchmarks, and observations, I organized all findings into an affinity diagram that allowed me to visualize behavior patterns and common needs.
The synthesis revealed that the main challenges of the site were the lack of clarity in communication, the misalignment with the brand’s prestige, and a digital experience that failed to convey trust.
I realized that the true goal was not just to optimize an interface but to digitally reposition a B2B brand recognized in the physical environment — strengthening its coherence, credibility, and perceived value.
🔑
Research Insights
🧩 Restructure Information More Effectively
Stakeholder conversations revealed the opportunity to reorganize content based on the user journey, communicating services and capabilities more clearly and strategically.
💬 Humanize the Language
Users expressed that they preferred a more direct and conversational tone, identifying the opportunity to update the copy to convey warmth and trust.
🎯 Redefine Navigation Toward Clear Goals
The site analysis showed that navigation could be oriented toward meaningful actions, such as contacting the company, by integrating flows that support user decision-making.
🤝 Align the Digital Brand with Its Prestige
Findings highlighted a major opportunity to reflect on the website the same level of quality perceived in physical events, strengthening coherence between the digital and physical brand experiences.
⚡ Refresh the Brand’s Visual Narrative
The research revealed that competitors projected aspirational and dynamic visuals, which inspired an update to the brand’s identity to communicate innovation, energy, and professionalism.
📄 Make Content More Useful and Scannable
Users valued structured and prioritized information, opening the opportunity to redesign content sections with a focus on clarity and quick comprehension.
This stage confirmed that the central challenge wasn’t aesthetic but strategic — to digitally reposition Off Road México with a clear, trustworthy presence aligned with its brand value.
These insights evolved into core design criteria based on trust, clarity, and coherence, guiding the entire ideation phase.
👥 Proto-Personas Revealed That Trust Is Built Through Clarity, Evidence, and Visual Credibility
After analyzing the findings from the affinity diagram, I identified two main profiles representing how automotive brands and their teams interact with Off Road México. Both profiles reflect different levels of decision-making, trust needs, and expectations about service quality.
When creating these proto-personas, I aimed to balance the B2B business perspective with the digital behavior patterns that emerged from interviews and benchmarking. This helped me clearly visualize what users expect before contacting an agency like ORM, and how a smoother digital experience could strengthen that relationship.
👩🏻
Carla Torres — “The Proactive Coordinator”
Carla represents users who coordinate launches or training sessions 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-persona helped me focus the redesign on clearer navigation, stronger visual hierarchy, and content oriented toward building trust from the first click.
👨🏻
Mário Ramírez — “The Demanding Decision-Maker”
Mário represents directors or operations managers who evaluate agencies based on their trajectory, results, and visible quality.
He needs to see recent photos, similar projects, and tangible evidence of execution.
His profile helped me reinforce the importance of showcasing success stories, certifications, and visual credentials — turning the website into a validation tool for fast and confident decision-making.
Carla Torres
"The proactive coordinator"
Behavior
Coordinates product launches and events with external agencies and internal stakeholders
She have limited time to research suppliers.
Use web forms for immediate contact
It is based on clear and reliable recommendations for decision-making.
Demographic
Age: 34 years old
Place of residence: 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 your team
Validate alignment with brand and expectations
Mário Ramirez
"The one who makes decisions in a demanding manner"
Behavior
Make decisions quickly when he have concrete evidence.
Look for real photos and success stories before finalizing the idea.
Contact us by email or phone to clarify urgent questions.
Prefers to view websites on mobile rather than desktop
Demographic
Age: 48 years old
Place of residence: 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 not designed through aesthetics alone, but through functional content, evidence, and clarity.
Based on these insights, I developed the user journey — mapping touchpoints and friction moments to guide decisions toward a digital experience consistent with the brand’s value and prestige.
[Proto-journey]
🗺️ Mapping The Experience Revealed 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 website before reaching out to us.
Using the profile of Carla Torres, the marketing coordinator who seeks to validate professionalism and experience through the website, I built a Proto-Journey that captured her emotions, expectations, and pain points throughout the process.
The map revealed a fragmented experience. Although Carla could find the company through search engines, the lack of clear information and updated content generated distrust. Without recent projects or detailed service descriptions, she tended to leave the site before making contact.
This analysis helped me identify strategic opportunities — such as reorganizing content to reduce friction, improving visual hierarchy, and communicating Off Road México’s experience in a more human and credible way.
🔑
Key Opportunities Identified
🏠 Information Clarity
The homepage needed to communicate the value proposition at first glance.
🖼️ Updated Visual Evidence
Showcasing achievements, recent photos, and testimonials would strengthen user trust.
🧭 Clear Hierarchy and Smooth Navigation
A structure was needed to naturally guide users toward action.
💬 Approachable Language and Tone
The copy had to align with the automotive industry’s tone, but in a more accessible and contemporary way.
💡
Design Decisions Derived From The Proto-Journey
🎯 New Homepage
Focused on communicating experience and key differentiators through visual content and brand storytelling.
🧩 Service Restructuring
Improved the Services section with clearer descriptions, icons, and visible calls to action.
🔠 Coherent and Hierarchical Visual System
Used legible typography, high contrast, and a consistent rhythm to facilitate scannability.
🤝 Building Trust Through Evidence
Integrated success stories, certifications, and featured clients to reinforce digital credibility.
This exercise helped me shift my design perspective — redesigning the first impression a brand makes on its B2B clients.
The Proto-Journey allowed me to translate emotions into actionable design decisions, strengthening the connection between digital experience, reputation, and corporate credibility.
[Value proposition canvas]
🎯 Aligning Business Value With User Expectations
After mapping the current experience, I aimed to connect what Off Road México offers as a B2B company with what users truly value when seeking a strategic partner for automotive events.
To achieve this, I used a Value Proposition Canvas, taking Carla Torres — the marketing coordinator who represents the most frequent client profile — as a reference point.
This exercise made it possible to visualize how the brand’s products and services could reduce user frustrations, such as the lack of clear information or outdated images, while amplifying benefits like trust, visual evidence, and clarity in processes.
These insights later translated into prioritization criteria, helping define the essential functionalities for the MVP through the MoSCoW method.
[Prioritization Using The MoSCoW Method]
⚖️ Prioritizing Impact Over Technical Complexity Allowed The Creation Of A Functional MVP With Brand Purpose
The challenge wasn’t to do more, but to do it better — to build a website that addressed real user needs without relying on external resources.
That’s why I chose WordPress, which allowed me to create an MVP from scratch through self-learning, balancing design, strategy, and execution.
To prioritize effectively, I applied the MoSCoW method, which helped me define a realistic balance between what was essential and what was optional, guided by user experience and business goals.
🧭
Clarity Above All
(Must Have)
👁️ The priority was to eliminate visual and structural friction, ensuring users could find what mattered most effortlessly.
🏠 I reorganized the main menu, added visible and unified CTAs, and simplified descriptions so every visitor could quickly understand who Off Road México is and how to get in touch within seconds.
🏆
Proven Trust Through Visual Evidence
(Should Have)
🤝 Strengthening the brand’s credibility through real and consistent results was essential.
🖼️ I incorporated partner logos and recent event photography to reinforce perceptions of professionalism and reliability.
👆🏼
Creation of Interaction Without Overload (Could Have)
⚙️ I explored ways to make the experience more dynamic without compromising technical resources.
📹 Added ideas such as a hero video, service icons, and an institutional video — small details that humanize the experience and sustain user engagement.
🧹
Focusing Resources Where They Add The Most Value
(Won’t Have)
📁 I chose to exclude features that required constant maintenance or offered little immediate value.
📇 Avoided sections such as blogs or 360° tours, prioritizing a lightweight, clear platform centered on real business objectives.
The prioritization revealed that professionalism and clarity outweighed technical complexity.
The functional MVP validated the proposal through an accessible, coherent site aligned with Off Road México’s brand essence.
With a solid architecture and a design guided by strategic decisions, the next step was to translate this functional structure into a modern, credible, and scalable visual experience.
[Structuring the Site Information]
⚙️ I designed a clear structure so users could easily understand the three key areas that Off Road México offers
[User Flow Definition]
🔄 I designed a clear flow that guides the user from interest to action
The goal was to design a continuous experience that reduced friction and made it easier to access the most relevant information, especially for B2B users looking to quickly evaluate the company’s credibility.
The user flow helped me visualize the main paths users would follow from the homepage to completing a contact form, identifying friction points and simplification opportunities.
💡
Key insight
A clear user flow not only improves navigation but also builds trust by making each interaction feel intentional and efficient, reinforcing the perception of professionalism and brand reliability.
🎯
Main 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 create a continuous and predictable experience.
[Low-Fidelity Wireframes]
✏️ The wireframes turned research findings into a clear structure that communicates value and trust from the very first click
At this stage, I defined the foundational structure of the website, prioritizing the elements that addressed the main friction points identified during the research phase.
Each screen was designed to translate the findings into concrete design decisions, focused on three key objectives:
• Communicate credibility from the very first interaction.
• Enable smooth and hierarchical navigation.
• Highlight Off Road México’s key services through a modular and scalable architecture.
The low-fidelity wireframes helped me visualize how each component guided the user through a natural flow—from initial interest to contact—validating the site’s structure before investing in visual design or development.
🔑
Insights de diseño
🎥 Introductory hero
The main video reinforces the brand’s credibility by showcasing its infrastructure and track record in action, conveying professionalism and generating immediate trust.
👆 Visible CTAs
Calls to action were strategically positioned to guide users toward contact or service exploration without distractions.
🧭 Clear hierarchy
Main sections (Services and Facilities) were organized with visual priority from the start to simplify navigation and reduce friction.
🧩 Categorized services
Dividing the services into three areas (Automotive, Corporate, and Activations) clarified the business scope and reinforced its specialization.
🔄 Visual consistency
A repeatable modular structure was established to maintain coherence across screens and strengthen the site’s overall visual flow.
[Mid-Fidelity Wireframes]
🧩 The mid-fidelity wireframes translated research insights into design decisions that removed friction and strengthened brand perception
The main menu was reorganized to reflect the company’s three strategic areas — Automotive, Corporate, and Activations — allowing users to identify the type of service effortlessly.
• CTA buttons were unified in consistent positions to guide users between sections, reducing the number of clicks needed to contact or explore information.
• The About section was restructured with more credible and visual content, including an institutional video and client logos to strengthen trust.
• The Services section integrated informational cards and visual icons that summarized what ORM offers, improving clarity and immediate comprehension.
• The Facilities section highlighted photos and short descriptions of each space, supported by an interactive map and a button (View detailed layout), eliminating confusion about location or access.
• The Contact section was simplified to three visible channels and a short form, optimizing conversion.
🎯 Key design decisions and learnings by section
1
Reorganized and centered navbar
I redesigned the top menu into clear sections with visual hierarchy, reflecting the three strategic areas.
Friction: The heuristic analysis revealed disorientation and inconsistent navigation paths. Users struggled to understand the overall structure.
Impact: Improved orientation from the very first click, reinforcing the sense of order and professionalism.
2
Fullscreen hero with real video
I implemented a full-height hero featuring real ORM events and test drives.
Friction: Lack of credibility and perceived scale. Carla Torres’ proto-persona needed visible proof of professionalism.
Impact: Built immediate trust and conveyed professionalism, validated with stakeholder feedback.
3
Visible primary CTA
I added a clear button with microcopy below the hero to guide users.
Friction: The heuristic analysis showed the absence of clear directions—users didn’t know the next logical step.
Impact: Guided user action without distractions, reducing dead ends in the flow.
4
Visible business areas
I emphasized the three divisions (Automotive, Corporate, and Activations) on the first screen.
Friction: Interviews revealed confusion about ORM’s focus and versatility.
Impact: Clarified the company’s reach and reinforced its B2B positioning.
5
CTA oriented toward solution exploration
I added a secondary contextual call to action.
Friction: Users tended to drop off at the end of the scroll due to lack of continuity.
Impact: Increased retention and encouraged deeper exploration within the site.
6
Concise institutional presentation
I condensed the brand identity content into three lines that communicate mission, focus, and experience.
Friction: Carla Torres expressed that she didn’t have time to read long texts, and the benchmark revealed that reference agencies use clear, brief messages in their introductions.
Impact: Immediate communication of brand value.
7
Institutional video
I integrated a pop-up video showcasing ORM’s facilities, team, and real projects.
Friction: Stakeholders mentioned that clients “couldn’t grasp the scale of the work,” and heuristic analysis confirmed the lack of visual content to support credibility.
Impact: Strengthened credibility and humanized the brand.
8
Visual value blocks
I created three modules with icons and short texts representing sustainability, safety, and mobility.
Friction: In the empathy map, Carla was looking for “companies with purpose and social responsibility,” yet these values were previously limited to text-only sections.
Impact: Reflected purpose, coherence, and alignment with B2B companies that share a sense of responsibility.
9
Brand mosaic
I added logos of well-known client brands to reinforce visual authority.
Friction: Both benchmarking and interviews showed a lack of immediate visual proof—users couldn’t validate ORM’s experience without clear success examples.
Impact: Reinforced trust by displaying verified partnerships and proven results.
10
Categorization into three sections
I organized the services into three main areas (Automotive, Corporate, and Activations).
Friction: Stakeholders requested a structure that clearly communicated the company’s key business divisions.
Impact: Simplified reading and improved navigation by relevance.
11
Descriptive cards
I wrote clear and concise microcopy for each category.
Friction: The proto-personas felt that the previous content was “too technical and confusing.”
Impact: Increased initial comprehension and content retention.
12
Real project images
I replaced generic images with photographs of recent projects.
Friction: Both the heuristic analysis and stakeholders agreed that the previous site “didn’t show real results.”
Impact: Elevated the perception of professionalism and authenticity.
13
Visual sublevels with icons
I represented sub-services using consistent icons.
Friction: The heuristic evaluation revealed visual overload and difficulty scanning lists; Carla needed to quickly understand what each service included.
Impact: Improved scannability and reduced cognitive load.
14
Contextual CTAs
I personalized the call-to-action buttons according to intent (“View facilities” or “Contact us”).
Friction: Generic CTAs lacked clear direction.
Impact: Guided navigation with purpose and clarity.
15
I incorporated a quantifiable introduction including data such as square meters, areas, and main uses.
Friction: During interviews, several participants mentioned that clients couldn’t grasp the scale of the location until they visited it in person.
Impact: Improved the immediate understanding of the space and reinforced the perception of a professional infrastructure.
16
Visual navigation with space icons
I designed a visual navigation bar using representative icons for each area.
Friction: The benchmark showed that ORM lacked visual anchors to help users understand the variety of spaces.
Impact: Simplified exploration and helped users quickly locate each section without reading lengthy text.
17
Descriptive cards per space
I divided each facility into modules with an image, a short description, and clear advantages.
Friction: Stakeholders wanted to showcase each area’s versatility as a key commercial asset.
Impact: Enhanced understanding of each space’s commercial value and improved visual retention.
18
Interactive map and CTA
I integrated a Google Maps component with routes and a secondary button to view a detailed layout.
Friction: There was ambiguity regarding location and access; users asked for precise references.
Impact: Reduced uncertainty about the location and strengthened confidence in the site’s logistics.
19
Visible contact information
I displayed three blocks with icons and text for address, phone, and email, standardizing the visual format and information hierarchy.
Friction: The heuristic analysis revealed low visibility of contact details, which created uncertainty about how to start a conversation with the agency.
Impact: Reduced uncertainty and generated immediate trust.
20
I redesigned the form with three fields and visual confirmation.
Friction: Carla highlighted that she values quick forms and immediate responses to avoid wasting time comparing providers.
Impact: Increased the perception of professional attention.
Validating each decision with evidence helped eliminate real frictions and build an experience that reflects professionalism, clarity, and trust — core pillars of Off Road México’s digital identity.
[Final Product]
⚙️ The final implementation in WordPress maintained design fidelity and allowed measuring the real impact of the redesign
To bring the design into production, I adapted a WordPress template that balanced functionality, structure, and visual fidelity. Most of the elements were implemented exactly as planned in the wireframes and final prototype, ensuring a smooth transition between design and execution.
The only adjustment made was in the navbar position within the hero. In the original template, the menu appeared at the bottom when loading the page, but it was configured so that when scrolling, it would automatically anchor to the top, maintaining consistency with the proposed design and improving navigation.
The entire site was installed and configured correctly, including the services, gallery, and contact form modules, ensuring optimal performance without depending on external developers.
Finally, Google Analytics and Microsoft Clarity were integrated to monitor user behavior and validate the impact of design decisions.
This allowed measuring the effectiveness of CTAs, time on page, and interaction points, ensuring that the redesign achieved measurable business results.
[Results]
📈 The results validated the proposal and revealed opportunities to optimize comprehension
During the first three months after launch, an evaluation plan was implemented using Google Analytics and Microsoft Clarity to measure the real impact of the redesign.
The goal 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 stayed an average of 52 seconds on the homepage, with a scroll depth of 45% and higher interaction within the Facilities and Services sections.
These results confirmed that the new structure successfully directed attention toward the main service areas, but also showed that valuable information was concentrated too far down the page.
Based on these insights, improvement actions were defined, such as reorganizing key messages within the first 60% of the scroll and reinforcing mid and bottom CTAs to increase comprehension and contact readiness.
Overall, these findings demonstrated that the redesign achieved its goal of clarifying the value proposition while also establishing a solid analytical foundation to continue improving conversion and user experience.
[Heat maps]
[Average time on main pages]
Results
During the first three months, we measured that the average time on page was 52 seconds, the average scroll depth reached 45.45%, and users mainly clicked on the Facilities and Services sections.
This provided a baseline understanding of how users perceived the value proposition and where their attention was directed.
🕒
Average time
Time: 52s
Average time spent on a service page.
💻
Scroll depth
45% reach the end
Half of users leave before finishing the scroll.
🖱️
Interaction
Clicks concentrated on Facilities and Services sections.
Users were mostly engaged with upper content blocks.
These findings partially validated the initial hypothesis, showing that users understood part of the value proposition, but did not fully explore all the available information.
[Optimization]
🔁 The optimizations increased engagement and validated the redesign’s effectiveness
After analyzing the first round of results, key messages were repositioned and contact CTAs were optimized to reduce friction in navigation and improve comprehension of the value proposition.
One month after applying these changes, metrics showed a significant improvement in user behavior: the average active time increased from 52 seconds to 1.4 minutes, reflecting greater content engagement. The scroll depth rose from 45% to 64.5%, indicating that more users were exploring the full website.
These results confirmed the effectiveness of the content hierarchy and the clarity of CTAs, validating that the redesign not only enhanced the visual and structural aspects, but also improved understanding, retention, and overall brand engagement.
Impact of the optimizations
After repositioning key elements, optimizing contact CTAs, and removing friction in navigation, user behavior showed a significant improvement one month after implementation, as measured through Microsoft Clarity.
[Conclusion]
💡 From personal initiative to strategic execution
This project represented my first approach to digital product design, driven by personal initiative after identifying a real opportunity for improvement within the company.
Off Road México trusted the process, allowing me to design and execute an integrated solution that balanced strategy, design, and measurable results.
Beyond the redesign, this experience strengthened my self-taught ability and critical thinking to solve problems in a structured, data-driven, and user-centered way.
Even with technical limitations and limited resources, I managed to deliver a functional and measurable product aligned with business goals, validating the impact of design decisions through real analytical tools.
This case marked the starting point for continuing to deepen my UX/UI practice through action and continuous improvement, consolidating my approach as a designer who grows through practice, strategy, and initiative.
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