Portfolios – Angelo – Product Designneer

https://angelopez.co My personal UX / Product Designer Brand Thu, 19 Mar 2026 20:28:18 +0000 es-CO hourly 1 https://angelopez.co/wp-content/uploads/2026/03/cropped-Asset-9-Small-logo-2-32x32.png Portfolios – Angelo – Product Designneer https://angelopez.co 32 32 Haceb Replacement https://angelopez.co/portfolio/haceb-replacement/ https://angelopez.co/portfolio/haceb-replacement/#respond Wed, 18 Mar 2026 20:40:55 +0000 https://angelopez.co/?post_type=portfolio&p=1476

Implementation B2B

Haceb Replacement

UX/UI Design

Client

Haceb

Start Date

October 2025

Designer

Angelo

Project overview

The principal goal for this B2B project is to help the replacement area distribute supplies to all business and technical personnel.

As a team, we had two types of activities: identifying cases for continuous improvement and receiving new business requests; in both cases, we found the best impact on business metrics and goals.

01 - Background

Lead level

Take all design and structure decisions, focus on VTEX technology and its particular features like key global components, unedits, or customizable features.

Challenge identified

The goal is to get users to log in to get the discount code with the allies of the brand; once they log in, take them to the page and section where you can see some cards with the discount codes, one per ally. The barrier is that, naturally, users when logging in are returned to the home of Hogar Haceb, so the development has had to make an adjustment in their code so that, when users log in, can go directly to the codes as is driven with the CTA in the home.

KPIs

Task time

Numbers of done orders

Satisfaction rate

Number of PQRs

Limitations

The goal is to get users to log in to get the discount code with the allies of the brand; once they log in, take them to the page and section where you can see some cards with the discount codes, one per ally. The barrier is that, naturally, users when logging in are returned to the home of Hogar Haceb, so the development has had to make an adjustment in their code so that, when users log in, can go directly to the codes as is driven with the CTA in the home.

Key role

Define information architecture and support the construction of the navigation map. Develop the visual design according to the brand manual.

Results

Status: In observation.

Hogar Haceb Improved flow and lead catch

UX/UI Design

The Bar migration

UX/UI Design

Haceb Replacement

UX/UI Design

]]> https://angelopez.co/portfolio/haceb-replacement/feed/ 0 The Bar migration https://angelopez.co/portfolio/the-bar-migration/ https://angelopez.co/portfolio/the-bar-migration/#respond Thu, 12 Mar 2026 14:47:39 +0000 https://angelopez.co/?post_type=portfolio&p=1408

Content and brand

The Bar content migration - by Diageo

UX/UI Design

Client

Diageo - The Bar

Start Date

Junio 2025

Designer

Angelo

New The Bar Migration from ecommerce to content mood.

Project overview

The Bar is a brand created to be the official e-commerce of Diageo. In 2025, they decided to move from being an e-commerce platform to a content and experience platform.

As a team, we had to work to make everything look the same, from SEO to content and user experience. We played as a team with the brands they distribute, Old Parr, Don Julio, Smirnoff, etc.; for this, the entire team moved to make the strategic and execution switch.

01 - Background

Lead level

Strategic expertise direction, visual solution design, information architecture, wireframes, interface.

Challenge identified

The Bar was launched as Diageo's official e-commerce platform, with a focus on selling the entire Diageo catalog. In 2025, they decided to pivot, moving from e-commerce to a content and experience hub, and to articulate strategies for each brand they distribute. That included a microsite for each brand; to do so, both the architecture and visual design had to be consistent with The Bar overall brand, and each brand with its identity, all in one place, without visual cannibalization.

KPIs

The KPIs about the outcome of this project were:

Level of discoverability for each subbrand.

Conversion funnel focused on different cases: Flow of users from The Bar to the subbrand, flow of users from the subbrand to The Bar.

Redirects to stores where users could purchase the products; this redirection was found in each sub-brand.

Limitations

The site that had the brand dedicated to e-commerce was in VTEX 100% focused on commerce and sales; as it was now required to include the content aspect 100% and no more sales, VTEX became a tool practically in disuse. The solution was to switch to a tool that was already used by Casa Global, which is called Content Full, a specialized content tool.

Key role

Architectural design, wireframe design in conjunction with the content team, and visual design of The Bar and other subbrands, all according to manuals and each brand identity.

Results

The home was successfully implemented for two of the three brands’ sites.

Hogar Haceb Improved flow and lead catch

UX/UI Design

The Bar migration

UX/UI Design

Haceb Replacement

UX/UI Design

]]> https://angelopez.co/portfolio/the-bar-migration/feed/ 0 Hogar Haceb Improved flow and lead catch https://angelopez.co/portfolio/fusion-realm/ https://angelopez.co/portfolio/fusion-realm/#respond Thu, 11 Sep 2025 11:18:47 +0000 https://wexo.themescamp.com/modern-portfolio/?post_type=portfolio&p=386

Ecommerce evolution

Hogar Haceb Improved flow and lead catch

UX/UI Design

Client

Haceb

Start Date

Noviembre 2025

Designer

Angelo

Banner principal portafolio Hogar Haceb proyecto

Project overview

Hogar Haceb is the brand's platform where the brand launches loyalty campaigns for new and recurrent users.

As a team, we had two types of activities: identifying cases for continuous improvement and receiving new business requests; in both cases, we found the best impact on business metrics and goals.

01 - Background

Lead level

User experience strategy, solution design, analysis, and growth evolution.

Challenge identified

The business has an alliance set, but this codes are show, and all users (registered and unregistered) can see and use the discount codes. This fact creates a low sensation of value since the codes don't become exclusive, and the business can’t identify what users have redeemed, and in the end, the business can't approach many new lead opportunities.

KPIs

Interaction growth in the alliances home section.

Login growth (sign-in and registers).

Limitations

The goal is to get users to log in to get the discount code with the allies of the brand; once they log in, take them to the page and section where you can see some cards with the discount codes, one per ally. The barrier is that, naturally, users when logging in are returned to the home of Hogar Haceb, so the development has had to make an adjustment in their code so that, when users log in, can go directly to the codes as is driven with the CTA in the home.

Key role

UX Strategy definition, backlog prioritization, stakeholder alignment and hypothesis validation.

Results

Status: In observation.

Implementation B2B

Haceb Replacement

Category

UX/UI Design

Client

Haceb

Start Date

October 2025

Designer

Angelo

Project overview

The principal goal for this B2B project is to help the replacement area distribute supplies to all business and technical personnel.

As a team, we had two types of activities: identifying cases for continuous improvement and receiving new business requests; in both cases, we found the best impact on business metrics and goals.

01 - Background

Lead level

Take all design and structure decisions, focus on VTEX technology and its particular features like key global components, unedits, or customizable features.

Challenge identified

KPIs

Task time

Numbers of done orders

Satisfaction rate

Number of PQRs

Limitations

Key role

Define information architecture and support the construction of the navigation map. Develop the visual design according to the brand manual.

Results

Status: In observation.

Content and brand

The Bar content migration - by Diageo

Category

UX/UI Design

Client

Diageo - The Bar

Start Date

Junio 2025

Designer

Angelo

Project overview

The Bar is a brand created to be the official e-commerce of Diageo. In 2025, they decided to move from being an e-commerce platform to a content and experience platform.

As a team, we had to work to make everything look the same, from SEO to content and user experience. We played as a team with the brands they distribute, Old Parr, Don Julio, Smirnoff, etc.; for this, the entire team moved to make the strategic and execution switch.

01 - Background

Lead level

Strategic expertise direction, visual solution design, information architecture, wireframes, interface.

Challenge identified

KPIs

The KPIs about the outcome of this project were:

Level of discoverability for each subbrand.

Conversion funnel focused on different cases: Flow of users from The Bar to the subbrand, flow of users from the subbrand to The Bar.

Redirects to stores where users could purchase the products; this redirection was found in each sub-brand.

Limitations

Key role

Architectural design, wireframe design in conjunction with the content team, and visual design of The Bar and other subbrands, all according to manuals and each brand identity.

Results

The home was successfully implemented for two of the three brands’ sites.

Ecommerce evolution

Hogar Haceb Improved flow and lead catch

Category

UX/UI Design

Client

Haceb

Start Date

Noviembre 2025

Designer

Angelo

Project overview

Hogar Haceb is the brand's platform where the brand launches loyalty campaigns for new and recurrent users.

As a team, we had two types of activities: identifying cases for continuous improvement and receiving new business requests; in both cases, we found the best impact on business metrics and goals.

01 - Background

Lead level

User experience strategy, solution design, analysis, and growth evolution.

Challenge identified

KPIs

Interaction growth in the alliances home section.

Login growth (sign-in and registers).

Limitations

Key role

UX Strategy definition, backlog prioritization, stakeholder alignment and hypothesis validation.

Results

Status: In observation.