E-commerce Optimization
Clevercel
Overview
Strategic and operational leadership for Clevercel, the leading refurbished tech platform in Latin America. As E-commerce Director, I led the platform's transformation on Shopify Plus for the Mexican and Colombian markets. My primary focus was to increase buyer trust through the web portal by elevating standards for graphic design, usability, and information accessibility. Under my leadership, I established a previously non-existent metrics baseline to ground every decision in data, while directing a design team with the mission to turn the uncertainty of "used equipment" into a premium, transparent, and highly efficient shopping experience. The strategy focused on consolidating the Mexico store as the operational and visual model to follow, developing a modern and attractive site with optimized architecture and nomenclature that was later replicated in Colombia. Additionally, I managed content holistically within Shopify Plus, boosting execution and layout through the strategic use of its AI tools.
The Challenge
Selling second-hand technology means fighting the stigma of fraud and malfunction. At the start, the project faced: Non-existent Data: There was no metrics baseline to measure performance, making decisions intuitive rather than evidence-based. Information Friction: Warranty details and equipment conditions were hidden, causing doubt for 91% of mobile traffic. Architecture Leaks: The initial flow was linear; if users didn't find a specific product, they abandoned the site without exploring other options. Consumer Distrust: A lack of clarity in equipment nomenclature created uncertainty regarding technical quality.
Process & Strategy
Data Architect: Established the company's first metrics baseline, implementing KPI tracking to transform cold data into clear business strategies. Authority Benchmarking: Deep analysis of global leaders (Amazon Renewed and Back Market) to standardize our quality nomenclature and value propositions. Behavioral Audit: Used heatmaps and advanced analytics to detect that mobile users made decisions in seconds based on information visible "above the fold." Team Leadership: Directed the implementation of the new visual identity, approving assets and ensuring every element was fully responsive.
Key Design Decisions
Grade Standardization: Simplified categorization into Like New (Semi-nuevo), Excellent, and Good, removing technical ambiguity. Transparency Tools: Approved and implemented a Mega Menu and a Product Comparison tool to facilitate immediate access to specifications and conditions. Persistent Trust UI: Strategic visibility of the pillars: 1-year warranty, 30-day trial, and 0% interest. WCAG 2.1 Accessibility: Introduced Alt-text descriptions and contrast improvements, ensuring equal information access for all users.
The Solution
I proposed and executed a Circular Navigation Architecture on Shopify Plus. The core of the solution was interconnecting key categories (iPhone, Samsung, Full Saldos) to leverage visitors' purchase intent. If a user did not find their ideal device in one section, the design organically guided them toward another relevant opportunity through strategic internal links, avoiding dead ends and maximizing product discovery. Discovery-Driven Interface: Implemented product clusters (favorites, most viewed, percentage-based discounts) that invite continuous exploration. Content Optimization: Messaging was adjusted based on actual attention spans detected in heatmaps, prioritizing the benefits users were actively searching for.
Results & Impact
The effectiveness of the Mexico model allowed for a replicable action plan, validated with hard data during Buen Fin 2025: Interconnection Success: 25% of users used internal links to jump between categories, and 17% moved on to a third category, drastically extending session time. Traffic Management: Successfully handled 107,626 mobile sessions (91% of traffic), optimizing the interface for rapid decision-making. Conversion Efficiency: Achieved a 2.08% conversion rate on Desktop (3.3x higher than mobile), proving that information clarity closes high-consideration sales. YoY Growth: The clustering strategy and new visual identity drove a record year-over-year sales increase.
Key Take Away
This project wasn't about changing colors; it was about changing perceptions. In a market where customers fear being scammed, my role was to use design as a tool for honesty. By facilitating access to information and standardizing quality through benchmarking, we made buying refurbished tech at Clevercel feel as safe and aspirational as buying new. We transformed cold Shopify Plus data into a trust narrative that now leads circular technology in the region.
