Problem Statement

The existing Solo Cruceros landing page had clarity and conversion issues: the value proposition wasn’t communicated immediately, the content was hard to scan, and users couldn’t quickly understand why they should book with the brand. This resulted in high bounce rates and low lead acquisition.

My Responsibilities

User & Data Research
I analyzed behavioral metrics (time on page, scroll depth, clicks) and conducted short interviews to understand what visitors were looking for when arriving at the landing page.

Business Goal Definition
I collaborated with the team to define clear objectives: reduce bounce rate, increase lead capture, and build trust from the first scroll.

Information Architecture & Content Prioritization
I redesigned the landing structure to surface what matters most to users first—key benefits, clear value propositions, and prominent calls to action.

Wireframing & Prototyping
I designed high-fidelity wireframes in Figma to validate the new layout and test different information hierarchies before applying visual styling.

Visual Design & UI
I implemented a visual proposal that prioritizes key content, reinforces brand identity, and improves content exploration.

Cross-functional Collaboration
I worked closely with marketing and development to ensure content and CTAs aligned with the conversion funnel were implemented without compromising design quality.

Process

Research & Discovery

• Analysis of existing landing page behavior data
• Identification of drop-off points and moments where value wasn’t clear
• Understanding key motivations and concerns specific to cruise bookings

Ideation & Design

• Reorganization of content for clear and direct communication
• Prototyping multiple layout and hierarchy options in Figma
• Selection of the strongest variant based on clarity and conversion focus

Testing & Iteration

• Internal testing and stakeholder reviews
• Iteration on copy, CTAs, and visual rhythm to better guide users
• Final design refinement before development handoff

Outcomes

• Clearer Value Proposition
  The new landing communicates what Solo Cruceros offers and why it’s different from the first scroll.
• Optimized Content Structure
  Hierarchy and messaging designed for fast scanning and clear user actions.
• Improved Visual Rhythm
  Well-spaced sections, consistent CTAs, and a smoother reading experience that helps reduce bounce.
• Higher Conversion Potential
  A clearer, more direct design prepared to receive traffic with improved lead capture performance.

Reflection

This project allowed me to apply strategic UX principles to a focused product improvement. Redesigning a landing page to communicate faster and guide users more effectively reinforced the importance of combining content clarity, structured visual design, and a strong conversion focus.