Year
2022
Customer
AsDeporte
Category
App
Project Duration
8 months
AsDeporte is a reference in organizing sports events in Mexico, but its B2C application was not up to par: the search was confusing, the registration was unclear, and the payment process generated distrust. These issues directly affected conversion, increased support, and damaged brand perception.
The goal was clear: to completely transform the digital experience to reflect the quality of their physical events and strengthen the relationship with their community of athletes.
I led the redesign of the application from start to finish as a UX UI Designer consultant. I conducted interviews with users and stakeholders, defined personas and journeys, led ideation sessions, and designed the architecture, flows, wireframes, and high-fidelity UI. I validated with actual users in two rounds of testing, iterated based on findings, and collaborated in QA with development.
Additionally, I established an initial design system and delivered complete documentation to the in-house team to ensure continuity.
The new design addressed the main friction points: event search became intuitive with clear filters, the registration flow was simplified into three steps with useful microcopy, and payment incorporated validations and immediate confirmations.
A more robust and personalized athlete profile was designed, and the visibility of Plus benefits was improved. The entire system was designed to be accessible, visually clear, and aligned with the energetic and trustworthy tone of the brand.
The new MVP generated measurable results from the first month: +43.7% in conversion rate, 125,000 MAU, a SUS rating of 90.0, and a 60% reduction in payment errors. Users reported feeling more secure, oriented, and satisfied, while the use of advanced filters doubled.
Beyond the metrics, a digital experience was achieved that strengthened the brand, empowered its athletes, and laid the groundwork for a scalable digital ecosystem.
