Locaweb
Hosting Plataform
End-to-End Redesign
PM, PO, BA, Devs & Support
+50% NPS, -50% Tickets & Churn
After decades as the undisputed leader in Latin America, Locaweb Hosting was suddenly challenged by fast-growing competitors gaining market share.
Within a year, Locaweb Hosting started losing ground: customer retention dropped, support contacts increased, satisfaction stagnated, and conversion rates declined. With over 350,000 clients and $240M in annual revenue (2023), the company urgently needed to redesign its core product, without disrupting the users.
Redesign using the new design system to improve UX, NPS, retention, reduce support contacts, and regain market share.
+50% NPS increase, -50% support tickets, churn reduction from 4% to 2%, and +9% revenue growth within three months post-launch.
I analyzed NPS scores and categorized user feedback over time, monitored support ticket classifications, and tracked feature and component usage through Google Analytics. I also evaluated key business metrics such as profit, churn, and market share to identify performance gaps, trends and opportunities.
I conducted interviews with the support team to uncover key user pain points and reviewed tickets for recurring issues. I analyzed NPS comments for deeper insights, observed user behavior through Hotjar recordings, and explored the full product to identify usability issues, heuristic gaps, and improvement opportunities.
All participants used a combination of multiple apps to find, book a cab or rent a car
Users value the ability to detect the damage to car immediately which reflected a sense of satisfaction for the rent-out feature
Major products in the market lack desirable features and feel impersonal, outdated and untrustworthy
A compare feature with relevant information is paramount when searching for cars.
Too much information on screen makes users feel overwhelmed, they'd like a more curated experience
Irrelevant suggestions feel impersonal and clutter the UI, filters are highly used tools when searching
Analized key competiros feature by feature to undestand market positioning and define strategy, features, and information architecture.
Competitors offered simpler and more intuitive flows, even beginners could publish a website in minutes. Updating the design system wasn’t enough, I needed to redesign core user flows. With tight deadlines, the PM, Agilist, Tech leader and I used an effort-impact matrix to prioritize and align core user flows and dev tasks.
After defining the ideal user flow, I started with fast low-fidelity drafts to explore ideas freely, then developed high-fidelity prototypes.
The panel had repeated shortcuts and no clear hierarchy, causing user confusion. I reorganized features into cards by importance and usage, merged info into the right column, added onboarding alert on top, and FAQ and support at the bottom.
The original website list screen was dense. I simplified the UI, relocating less-used items to “Manage” and prioritizing key shortcuts in the dot menu. A key insight: Plan Info was initially removed but quickly restored based on early support feedback and user feedback.
All participants used a combination of multiple apps to find, book a cab or rent a car
Users value the ability to detect the damage to car immediately which reflected a sense of satisfaction for the rent-out feature
Major products in the market lack desirable features and feel impersonal, outdated and untrustworthy
A compare feature with relevant information is paramount when searching for cars.
Too much information on screen makes users feel overwhelmed, they'd like a more curated experience
Irrelevant suggestions feel impersonal and clutter the UI, filters are highly used tools when searching
I designed the “Performance Test” based on competitors benchmarking research and using Google PageSpeed data. Partnering with a developer who validated technical feasibility, we delivered a high-impact feature with low development effort.
Users were confused about the difference between restoring a website and downloading a backup. A new product with scheduled backups was also launched. I redesigned the screen to include cross-selling and created a manual flow for downloading and restoring websites, without needing to contact support.
Modern visual consistency across the platform with a new interface that boosts authority, modernizes the look, and strengthens brand value.
Enhanced main navigation and user experience for various expertise levels, allowing both novice and experienced users to find features and information.
Tailored alerts and messages for different users, new content to reduce support contacts, and updated Locaweb tutorials.
Prototyped SSH, Github integration, WebFTP, and introduced the new Website Performance Test, a key feature for monitoring and improving site speed.