Interactive Digital Catalog

Our digital catalog already existed, but consultants still preferred sending the PDF. Before redesigning it, I proposed understanding why.

Result

+9% sessions,

+2% pre-orders

vs. the average of the first campaigns

Role

Research, Design, Metrics definition

Challenge

Getting our digital channel to beat the PDF that consultants and customers kept choosing

Key decision

Not building an ecommerce site

Context

After the pandemic, orders arrived through several paths: the customer marked what they wanted on the print catalog, or on the PDF the consultant shared over WhatsApp, and she consolidated it by hand in her notebook, cross-checking it against her stock.

None of those paths went through our product. The digital version existed and was losing against that flow: only 1.28% of sessions ended in a pre-order sent. Demand got stuck along the way and never reached us.

Finding

Interviews with zone managers from 6 countries and field studies in 9, the one in Peru led by me, validated afterwards with 628 surveys: 230 with consultants and 398 with customers.

The manual order was already a system: 47% wrote it down in a notebook and 45% on the print catalog, even while using the digital version. And what held adoption back wasn't the design but distrust: consultants never quite understood how it worked and couldn't explain it well, while their customers distrusted the link and handing over personal data, the point they most asked us to improve.

To hit the first release date, we coordinated a multi-country research effort in under two months.

Decisions

We didn't build an ecommerce site. We kept the PDF's native vertical navigation: if the PDF was what won, the path to adoption was resembling it, not re-educating people.

The consultant remains the link. Every pre-order reaches her, and she checks her stock and accepts or rejects accordingly. The customer can order without depending on her being there, and she isn't cut out of the sale.

We formalized the workaround. A WhatsApp button generates the message so she can share her catalog through the channel she already used.

The entry point is the link the consultant shares over WhatsApp, the channel they already used. Since not knowing how to explain it was the main barrier, a tutorial on first entry handles that without depending on her.

The pages keep the PDF catalog's format. What's new: the add buttons and the priced product row.

Product sheets with what the PDF couldn't show: gallery, shades, set variants and quantity promotions.

The closing step asks for the minimum needed to identify the customer to their consultant, because handing over personal data was exactly what held the purchase back most. It ends by handing them back to her to coordinate payment and delivery.

Measurement

We defined success as a pre-order sent, not accepted: the consultant had the right to reject, and that was fine.
There was no tracking or history before this, so I followed each campaign's numbers until adoption stabilized and used that initial average as the baseline.
We aligned each iteration with the campaign start to attribute impact. After the third group: +9% in sessions and +2% in pre-orders.
More people came in, but fewer reached the product detail. The growth stayed at the top of the funnel, and that's where the next cycle focused.

After each group of iterations I analyzed every funnel step with the same structure: the question to answer, primary and secondary metrics, and the finding that closed it.

That detail condensed into a view, with every step marked as a success, failure or opportunity. It's the version I brought to stakeholders to decide what's next.

Looking for someone who understands the business,
designs with evidence and ships it working?

Let's talk.

/aldo-huapaya