UX DESIGNER IN CODERE
I worked as a UX Designer at Codere, contributing to the improvement of the Codere Club digital ecosystem for Mexico and LATAM.
Mexico served as a digital laboratory, where ideas were coceived and validate: from research, throught design, prototyping and launch of digital products.
The products developed (App, kiosk & websites) were subsequently scaled to other countries (Argentina, Colombia, Panama, Uruguay) adapting them to each marketthrough a process of tropicalization, while maintaining brand consistency and user experiences.
Overview
A digital kiosk experience designed for high-traffic physical environments, focused on improving usability, speed, and clarity for end users while supporting scalability across multiple LATAM markets.
Context y Problem
The existing kiosk experience created friction during key user actions, leading to hesitation, slower task completion, and unnecessary cognitive load in a public, time-sensitive environment.
Additionally, the solution needed to align with a renewed digital ecosystem and support scalability across different markets.
My Rol
UX Research, UX Design, and UI Design.
I collaborated closely with stakeholders and developers throughout the process.
Research & Key Insighs
The research phase focused on identifying usability issues and opportunities to simplify the experience.
Key insights:
Users needed clearer guidance to understand what action to take next.
Too many options increased cognitive load and reduced confidence.
Speed and clarity were more valuable than additional information.
Visual hierarchy played a critical role in usability within physical environments.
Design Strategy
The solution was guided by the following principles:
Speed over complexity
Clarity before completeness
Reduced cognitive load
Design for scalability across markets
Solution Overview
The experience was redesigned to simplify the primary user flow, prioritize key actions, and improve visual hierarchy. The new design reduced friction, improved clarity, and supported consistent usage across different locations.
Overview
Codere casinos lacked an official website to communicate Codere Club (loyalty program), events, raffles, prizes, promotions and more.
Challenge
Create a website relevant for both users and business, keeping users informed about their favorite casinos.
My Rol
Front-end developer and UX/UI designer.
I collaborated closely with stakeholders
Objetives:
Align with sites from other countries
Standardize structure & design
Ensure scalability for future expansions
Key Insights
Unification creates brand consistency
CMS streamlines monthly content updates
User behavior research prioritized
Solution
I developed a centralized and scalable website that communicates key events and news for users, incorporates an intuitive CMS for monthly content management, includes dedicated landing pages for special events, offers a comprehensive informational section about casinos (schedules, offers, events, and raffles), and applies full standardization to the sites in Colombia and Panama.
Overview
The previous Codere Club app offered limited actions, lacked consistent design, and had recarga failures. Analysis revealed tedious flows with multiple clicks for redemptions or PIN changes.
Challenge
Redesign an accessible Codere Club app where users view loyalty level/points, recharge cards, make redemptions (raffles, favorite exchanges), and access personalized promotions.
My Rol
Front-end developer and UX/UI designer
Strategy
User research → Process redesign → LATAM scalability.
Objetives:
Refresh app look & feel
Improve UX for point redemption across multiple lines (Bookmaker, Slots, Raffles, Food)
Keep users informed about level, available points, and personalized promotions
Key Insights
Flow restructuring to reduce steps
Standardization of digital redemptions from app
Scalable, country-adaptable design for LATAM
Solution
Simplified app redesign for instant redemptions (point exchange on machines), aligned with unified digital ecosystem (kiosks & websites) for casinos in Colombia, Mexico, and Panama.