Telecommunications / eCommerce
Liberty Latin America
Liberty Latin America is a communications company operating in more than 20 countries across Latin America and the Caribbean, under brands like Liberty, Flow, BTC and +Móvil.
What I did
Tools
Timeline
2023
The problem
- Buying a plan online was harder than it should be. Product pages and checkout made upgrades and new purchases slow, and carts were abandoned.
- One platform, many markets. Panamá, Jamaica, Costa Rica and Puerto Rico each needed their own brand and payment options on a shared base.
- Legacy backend and tight deadlines. Designs had to work with existing systems across devices and browsers.
My role
Senior UX/UI Designer on the eCommerce team, working with product managers, developers and other designers.
Key decisions
- Plans you can compare at a glance.
Postpaid and internet plan pages show price, discount and what is included in a consistent card. - A shorter checkout.
A step-based checkout with a persistent payment summary, and payment options like pay now or pay on delivery depending on the market. - Components that adapt per market.
Pay now, pay later, credit check, drawer and installments components were documented for desktop and mobile, with themes each market could switch on. - Research before pixels.
Usability testing and user feedback shaped the decisions, inside Liberty’s brand guidelines.
Checkout system
The core of the project: one checkout built from shared components, with options each market can switch on.
Checkout components
Pay now, pay later, credit check, drawer and installments, documented for desktop and mobile.
Purchase flow
End-to-end flow used to align product, design and engineering.
Payment method, desktop
Step 2 with pay now or pay on delivery and the summary always visible.
Payment method, mobile
The same step on mobile, progress kept at the top.
Card form states
Default, filled, focus and error states for the card form, plus the desktop variant.
Personal information + terms
Desktop step with terms and conditions in a side panel, so the user never loses their place.
Terms on mobile
Long legal text turned into accordions, each with its own consent check.
Order confirmation
Success screens for desktop and mobile with the order summary and next steps.
Mobile
The full purchase journey designed mobile-first.
Mobile purchase flow
Every mobile screen connected step by step, including alternate paths.
Mobile screens overview
All the mobile checkout screens in one view.
Plans and market sites
The same plan card and page patterns, themed for each brand.
+Móvil postpaid plans
Comparable plan cards: discount, price and what is included.
Liberty postpaid plans
The same plan card pattern for another market.
+Móvil Panamá
Home
Flow Jamaica
Home
Liberty Puerto Rico
Home
Impact
After launch, Liberty reported increases in online sales and customer satisfaction. Success was measured with conversion rate, average order value, customer feedback and A/B testing.
Reflection
A multi-brand eCommerce works when the system is shared and the brand is a theme. Data-driven iteration kept improving it after launch.
