Aspel  is a Mexican software company that provides digital solutions for accounting, administration, payroll, and business management. The project focused on completely redesigning its existing website, using behavioral data and UX research to identify opportunities, modernize the visual experience, and simplify key journeys such as product discovery and online purchasing.

‍Key Design InitiativesResearch-Driven Website Redesign
I analyzed metrics, heatmaps, user behavior, and user stories to identify usability issues and redesign navigation, content hierarchy, and key interactions across the website.

‍Visual Identity Evolution
I evolved Aspel’s digital identity by defining typography, imagery, header styles, and an expanded color palette based on the brand’s existing colors, creating a more modern and consistent visual system.

‍E-commerce Experience
I redesigned the shopping cart and checkout experience, simplifying the purchase journey into three clear steps to make the process faster, more intuitive, and easier to complete.

‍Customer Support Experience
I incorporated new assistance tools such as a chatbot, live agent chat, and quick-answer sections, improving access to information and helping users resolve questions throughout their journey.