Realigning every core flow to a new architecture — for retention and revenue growth
Not just an onboarding redesign — a full front-and-back-end re-architecture meant refining and aligning every flow on the platform, end to end.
Where the design-system work was about the platform's building blocks, this is about the product decisions built on top of them. A complete back-end and front-end re-architecture meant the whole experience had to be refined and realigned — improving friction, usability, and appearance across the board.
Context
This wasn't a cosmetic pass. A full re-architecture of the platform's front and back end meant that home, PLP, PDP, cart, minicart, checkout, authentication, and my-account all had to be refined and aligned to the new structure at once — reducing friction and improving usability and appearance, while leaving a scalable system behind.
The business goal sits with the client: improving retention and revenue growth for the bottlers and Coca-Cola México who run and depend on these flows.
What I did
I ran usability testing on the existing onboarding to find where and why users abandoned registration — not just that they did — then iterated in testable increments rather than one large redesign, validating each change before moving on.
Across the rest of the platform I realigned each flow to the new architecture, keeping the experience consistent across web, chatbot / mobile web, and native Android and iOS.
A note on the evidence
The registration drop-off figure is a directional estimate from private internal dashboards, kept deliberately approximate.
Visuals
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