UNIR—PROEDUCA

Facing a significant challenge, the goal is to showcase UNIR's educational leadership through impactful solutions. These products result from collaboration among different teams within the business unit: Research, CRO, PO, Content, and Product Design, aligning with business KPIs to drive revenue growth and achieve objectives.

At a critical juncture, enhancing the overall experience was imperative, both internally (sales and management tools) and externally (communication websites, e-commerce, and landing pages, nationally and internationally). Prior to this, collaborating with the teams to revitalize the brand, conceptualizing creative communication strategies, and implementing digital ecosystem improvements to enhance conversion rates. Subsequently, following thorough analysis of our operations, annual goals, and the competitive landscape, I proposed three key initiatives to boost recognition, ROI, and streamline efficiency.

As design director, I lead multidisciplinary design teams in defining and implementing strategies across brands, communication campaigns, and digital products, thereby driving the evolution of the corporate landscape. Leveraging feedback and a profound understanding of student needs, the product's impact on the business is influenced. Therefore, to represent this ongoing dedication and work spanning months, if not years, I am pleased to present these personal initiatives.

1) Brand and design evolution: Orchestrating a synchronized design approach across international markets involves unifying manuals, websites, landing pages, events, videos, and communication guidelines.

2) Creation of custom font “Proeduca”: Looking for assistance in developing a modern, accessible, and flexible typography, Barcelona's extratype studio ↗ was contacted. The goal was to address inconsistencies, phase out non-aligned typefaces, and harmonize the design language to enhance the brand's uniqueness and recognizability.

3) Design system and visual design: The new design language surpasses a simple overhaul, embracing a progressive and stylized approach that remains consistent across all communication channels. By leveraging design tokens and modular components, with the creation of variants for smoother handoffs.

Explore my initiative proposals of the Design System by clicking here ↗. For the desktop version of the style guide, please click here ↗.

The three proposals have received positive feedback during presentations and tests (data below). Furthermore, the new typography seamlessly integrates across diverse platforms, from the logo to digital design, with integration into all company assets forthcoming (as evidenced in current Meta campaigns and communication). This ensures that the typography change won't require extensive adjustments at the content and development levels.

Problems solved: Unity and consistency in brand and digital universe were effectively attained through a component-based design approach, leading to an 8x efficiency increase for design and development teams in executing proposals and business requests.

Credits: Collaborating with the research and CRO teams, enhancements to UNIR's digital ecosystem foundation undergo thorough evaluation. Rigorous testing, including 15-minute Eye-Tracker sessions, heat maps, and 30-minute open interviews, provides valuable insights, crucial for optimizing efficiency and establishing a robust foundation for future innovations and continuous improvements.