How can I support a company in being both customer-friendly and operationally efficient through design?
THE CHALLENGE
The main challenge was to understand real user needs and design a landing page that clearly speaks to a diverse client base - all ages and types of costumers buying the same simple products - while authentically reflecting the company’s values and building trust.
My first idea was to "help" user by creating a web platform to make their orders, the research showed my guessing was wrong and the answer was way simpler (surprised?).
Companies like this are essential to construction, still only few competitors invest in modern websites or digital marketing, presenting a significant opportunity for Arenera del Litoral to differentiate itself with a fresh, user-friendly online presence and branding.
THE PROBLEM
User research and market analysis key insights: users prefer ordering via WhatsApp, struggle with unclear product and delivery info, find competitor sites outdated, and value faster delivery over lower prices
THE SOLUTION
Research showed that users didn’t need a full e-commerce site - they preferred the simplicity of WhatsApp. This insight shifted the direction: instead of building a complex website, I designed a brutalist, immersive landing page that makes ordering straightforward while standing out in a market full of outdated competitor sites.
The design emphasizes clarity, bold style, and trust. It highlights the company’s differentiators - quality products, fast delivery, and reliable logistics - while giving each branch, Corrientes and Formosa, its own direct CTA for local orders.
Design for Everyone
The users ranged from large construction firms to DIY clients, with different economic situations and comfort levels with technology. So I focused on clarity and simplicity: minimal text, direct descriptions, and a single hover interaction when more detail is needed.
This approach ensures:
The message is instantly clear to all visitors
No one gets lost in unnecessary text or clutter
The experience feels modern and memorable in an otherwise “old school” industry
Immersive screens
The landing page goes beyond information - it immerses users in the company’s identity. Videos of the Paraguay River and everyday work scenes connect the brand to its roots, while the brutalist style and color palette echo this raw authenticity.
By aligning visuals with values, the experience feels genuine: users don’t just read about the company, they sense its reliability, pride, and local identity. This emotional layer strengthens trust and makes the brand stand out in a market where digital presence is often overlooked.
DesigN principles
Inspired by the river and the machinery central to the company’s work, each color, font, and component plays a defined role in the system. The palette and typography were chosen not only for accessibility (WCAG 4.5:1 compliance) but also to create a balance between trust, clarity, and action.
IMPACT AND LEARNINGS
After launching the website and strengthening the digital presence, Arenera del Litoral saw a 35–55% increase in monthly interactions, 141% more calls comparing to last August, and steady growth in profile views on Google Maps.
Adaptability - Research showed users didn’t need a complex e-commerce site but a simpler WhatsApp approach. This taught me the importance to dive into user realities and deliver a more effective solution.
Strategy – Beyond the landing page, I streamlined internal processes for managing orders and deliveries through automation. This improved efficiency in the administration work. I learned how design can impact both front and back operations.
Iteration – Testing different directions with stakeholders and users gave me the insights to design a landing page that stands out from generic templates - making it informative, simple, and memorable.