👉 See site →

RetorApp is a platform by Coca-Cola Chile designed to promote the use of returnable bottles, allowing users to register their bottles and exchange them for rewards. As the UX/UI Designer, I was responsible for redesigning the landing page and optimizing interaction flows, focusing on improving the overall user experience and boosting the conversion rate (CRO). This involved making the platform’s functionality clearer and driving both sign-ups and active participation.

The project involved a multidisciplinary team that included me (UX/UI Designer), a UX Writer, a Product Manager (PM), Front-end and Back-end Developers, and QA professionals.

Problem

The main challenge lay in the low user conversion rate. Many visitors accessed the landing page but didn’t complete the sign-up process or register their returnable bottles. The primary barriers identified were:

• Lack of clarity regarding RetorApp’s purpose and how it works.

• Confusing user flows, especially around exchanging bottles at partner stores and scanning for home delivery.

• No clear incentives for users to continue through the registration process and engage with the platform.

The client emphasized that these barriers led to user frustration, negatively impacting both the user experience and overall adoption of the program.

CRO-Focused Solution

To address these issues and optimize the conversion rate, I implemented CRO (Conversion Rate Optimization) strategies at different stages of the project:

Logged-Out Landing Page

• Created clear, concise messaging about how the platform works.

• Visually highlighted the benefits of joining RetorApp, encouraging sign-ups.

• Positioned CTAs (Calls to Action) strategically to guide users through the next steps.

Logged-In Landing Page

• Added a visual step-by-step guide explaining exchange options:

  • In-store bottle exchanges via interactive maps.

  • Bottle scanning with clear instructions for home delivery.

• Simplified user flows to reduce friction and boost completion rates.

Visual and navigation adjustments

• Improved the visual hierarchy of information to enhance clarity.

• Reorganized key elements to optimize the navigation flow.

These solutions were validated through benchmarking and user behavior analysis, ensuring that all changes were directly aligned with improving conversion.

Outcome

As a UX/UI Designer, I played a key role in pinpointing pain points in the user flow and proposing improvements aimed at boosting conversion rates (CRO). My main contributions included:

• User Behavior Analysis: Identified where users were dropping off in the flow, which involved multiple conversations with the client.

• Prototype Development: Created prototypes with enhancements designed to intuitively guide users through sign-up and platform usage.

• CRO Techniques: Optimized CTAs, information hierarchy, and simplified workflows to remove hurdles and increase conversions.

• Collaboration with UX Writing: Refined messaging to make the content more persuasive and clearer.

These improvements had a positive impact on the platform’s performance, most notably:

• Higher Conversion Rate of visitors becoming registered users.

• Reduced Drop-Off Rate during the sign-up and bottle registration process.

• Improved Understanding of RetorApp’s value proposition, leading to greater engagement with the exchange features.