Claro Perú (América Móvil)
Design Principal / Senior Product Designer — IBM
Redesigned Claro Perú's public portal end to end, restructuring its information architecture for an estimated +30% lift in leads.
I led the redesign of the portal's information architecture end to end: research, ideation, prototyping and design.
Claro Perú's public portal was one of the main digital acquisition channels for a major telecom operator, and its information architecture had not kept pace with the business's growth.
Users struggled to find and complete high-intent journeys (plans, offers, support), limiting the portal's contribution to lead generation and organic visibility.
Structured research to map real user journeys against the site's existing IA, then rebuilt the navigation and content hierarchy around the highest-intent paths.
+30%
estimated annual lead impact
+20%
organic search (MVP)
Information architecture is a growth lever in its own right — restructuring how users find things can move acquisition metrics as much as a campaign.
