Diseño orientado a la conversión: de transacciones a valor a largo plazo

My main challenge was leading the end-to-end product design to take the Morfy experience to the next level. The goal: evolve a market-validated app into a robust ecosystem.

Working closely with cross-functional teams, we iterated and launched new features to drive key business metrics while ensuring a seamless and exceptional user experience.

• Qualitative Research: User interviews revealed a confusing and fragmented navigation as new content grew.
• Quantitative Data: Funnel analytics showed critical drop-offs in core user flows.
• Business Vision: The existing architecture couldn't support the new revenue targets.

Armed with these insights, I shifted the team's mindset from designing isolated screens to building a cohesive digital ecosystem. I led a comprehensive redesign strategy anchored in the three core pillars of the app's UX:

The challenge: Decision fatigue. As our restaurant base grew, the original Home screen and Map became overwhelming. Users were spending too much time scrolling without tapping, suffering from cognitive overload due to a lack of clear hierarchy and poor filtering options.

Discovery: key design decisions

• Dynamic Hierarchy Home: I reorganized the content with a strong visual hierarchy, introducing contextual sections to aid quick decision-making.
• Decluttered Map: Replaced overlapping logos with a cleaner interface and bottom-sheet preview cards, enabling users to explore seamlessly without losing their map context.
• Proactive Search: Designed a guided interface using visual categories, trends, and history to help users before they type, lowering the barrier to discovery.

The challenge: Transactional Friction. While adding items was easy, a disjointed legacy payment flow caused cognitive overload and high abandonment rates. To fix this, I designed a Transparent Checkout Flow centered on confidence and error prevention. By proactively structuring pickup details and a clear receipt, we ensured users felt secure and fully informed about exactly where, when, and what they were paying for.

Conversion: key design decisions

• Seamless Cart Experience: Surfaced total savings upfront to reinforce the app's core value proposition. I also integrated a bottom recommendation so users can easily add complementary items, reducing the cognitive load of navigating back to the menu.
• Transparent Checkout Flow: Centered on confidence and error prevention. By proactively displaying logistics and a clear receipt, users felt secure and fully informed about where, when, and what they were buying.
• Frictionless Order Detail: Redesigned a cluttered interface into a clean, scannable layout. By isolating pickup instructions from financial details and the support button, we created a highly digestible experience.

The Challenge: Closing the 'Single-Player' Gap: Morfy felt like a lonely experience, lacking social validation and community trust. Profiles were sterile, and loyalty felt like a chore. I needed to build a social layer that transformed 'loyal customers' into trusted community members, incentivizing high-quality reviews through shared achievements.

Engagement & Social Proof: key design decisions

• Gamified User Profile: Transformed the user profile from a sterile list of settings into a dynamic social identity. I redesigned this space to celebrate the user's journey as a 'foodie'. This shift turns a transactional account into a personal space they want to grow.
• Loyalty Tracker: Transformed purchase counters into a visual progress bar that highlights the path to unlocking rewards. This makes goals feel achievable and directly incentivizes merchant loyalty.
• Community-Driven Trust: Integrated a seamless review flow and User-Generated Content (UGC) to build trust. Gamified profiles motivate users to share experiences, effectively lowering the friction for others to try new, unrated restaurants.

Working as a Solo Designer taught me to balance user advocacy with business viability. I learned that resolving "design debt" and creating a scalable system is just as crucial as launching new features. Every pixel pushed needs to have a clear correlation with a business metric like GMV or Retention.

While we conducted user testing, the sessions were too few and happened too late in the process to meaningfully impact the final screens. Looking back, I would advocate for more robust testing earlier on. Instead of just validating a single polished UI, I would present users with multiple design concepts to challenge our assumptions and let data drive the final decision.

With a robust discovery architecture and a growing base of User-Generated Content, the next phase is leveraging that data. I envision implementing smart, predictive recommendations that learn from a user's past orders, saved spots, and community interactions to offer highly curated dining suggestions, further reducing decision fatigue.