IX Comercio

01

The Challenge

Scaling while maintaining consistency

IX Comercio manages multiple technology e-commerce stores across different Latin American countries, with catalogs ranging from smartphones and computers to monitors and tech accessories.

The four stores shared the same template base and system, but each needed specific adaptations per country and brand: checkout steps, communication style, tone of voice, and visual customization according to each manufacturer's manual of style.

The challenge was not just "making a usable store", but building a system capable of scaling, maintaining a consistent experience while adjusting flows, messages, and interface elements to the particularities of each market.

02

Context & Role

Continuous improvement cycle

My work began with the implementation and adaptation of the base template for each country and store, adjusting structure, content, and visual layer to align them with the brands and local expectations.

From there, it evolved into a continuous improvement cycle: I established a daily review routine in Google Analytics (GA4) to keep a constant pulse on performance and ensure that decision-making was backed by the largest possible amount of reliable data. This was heavily complemented by session recordings with Microsoft Clarity and heatmaps from Hotjar to understand which elements caused friction. Additionally, I established a direct line of communication with the Customer Service (CS) team. This was vital to understand firsthand what users were asking, what problems they were trying to solve quickly, and what information was missing on the product pages.

I participated in the entire improvement design flow: problem identification, flow definition, prototyping, internal testing, team socialization, and final implementation review.

03

The Experience

Focus on Checkout & Financing

One of the key focus areas was the checkout: the flow was simplified to allow users to complete fields in different orders, more relevant payment methods were added for each country, and the order status was clarified at each step, reducing dependency on the support team.

We also designed and implemented a system to clearly show payment installments when financing a product, making the offer more attractive and transparent for users highly sensitive to payment methods—a critical factor in LATAM.

The approach relied on A/B testing with Google Optimize on home page elements and the purchase flow, comparing module variants and content hierarchy. Furthermore, the implementation of NPS (Net Promoter Score) and satisfaction (CSAT) surveys right after purchase allowed us to measure the real impact of the changes on user perception, qualitatively validating the improvements observed in conversion metrics.

04

Results

Cumulative Impact

Beyond fixing specific frictions, the greatest impact was the creation and implementation of a solid measurement ecosystem. We moved from intuition-based decisions to a detailed analytical strategy, guaranteeing that product evolution was always guided by real data and oriented towards continuous improvement for users across LATAM.

Support ↓ Fewer basic questions thanks to transparency in installments and order status.

Iteration Consolidation of a design culture driven by data (Clarity, Hotjar) and user voice (NPS, CS).