José Mavarez
ESEN

I design digital products that are measured in production, not in Figma.

Senior Product Designer and CRO specialist. 8+ years in e-commerce, government and healthcare: I diagnose with data, design the system and build it in code.

See selected workContact
Role
Senior Product Designer & CRO
Currently
Infracommerce Latam
Based in
Medellín, Colombia · remote
Sectors
E-commerce, government, healthcare
WithInfracommerce LatamIDB · Sinapsis GlobalBunji LLCCodelínKiero International

Selected work

3 cases · some under NDA, shown with representative visualizations
01 — Infracommerce Latam

Checkout and mobile navigation for enterprise VTEX accounts

Representative visualization · no real brand or content
Before
After
Work for brands under NDA. Client screens and data omitted; figures are aggregated results.
Role
CRO & Senior UX Designer. Audit, design, A/B testing and design system.
Context
Complex purchase journeys on enterprise VTEX accounts, with navigation friction on mobile.
Key decision
Audit the user journeys with data, and redesign navigation mobile-first from Clarity scroll-depth and rage-click data, validating with A/B testing.
Result
+22%in checkout completion on enterprise VTEX accounts. Plus −22 % bounce and +13 % add-to-cart after the mobile-first redesign.
Read the case
02 — Aquinas Network SAS

Headless WordPress architecture with a React front end

Representative visualization · no real brand or content
Traditional WordPress
  1. WordPress
  2. Theme
  3. Page
Headless WordPress
  1. WordPress (content)
  2. API
  3. React front end
  4. Page
Illustrative sketch of separating content from presentation. It does not reproduce the project’s infrastructure; the figure is the one I report in my CV.
Role
Senior consultant. Architecture, front end and an AI-assisted development process.
Context
An ecosystem of solutions for schools on WordPress that had to present each offer without them competing with each other.
Key decision
Separate content from presentation, and generate components with AI under strict linting, modularity and code-review rules.
Result
4.2s → 1.1sLCP with the headless architecture.
Read the case
03 — Sinapsis Global · Chile Energy Hub

Accessible digital infrastructure for an IDB government project

Representative visualization · no real brand or content
Generic structure of the design system. No project screens or data; the figures are the ones I report in my CV.
Role
Senior consultant. Design system, front end and accessibility audit.
Context
The digital infrastructure of the Chile Energy Hub, built with Sinapsis Global.
Key decision
Standardize the design system and reduce DOM depth.
Result
98/100in Lighthouse accessibility, aligned with WCAG 2.1 AA. −25 % UI-friction support tickets and −18 % time per task.
Read the case

Archive

Cases built on live-site captures

How I work

Three rules I apply on every project.

  1. 01

    I measure before I move a pixel.

    I turn user behavior into actionable event maps. The redesign comes after the diagnosis, not before.

  2. 02

    I design with the DOM in mind.

    I don’t stop at aesthetic wireframes: I design atomic components that reduce technical debt from day one.

  3. 03

    Code is the design’s last line of defense.

    Performance and accessibility are part of the design. If the page is slow or shuts people out, the design failed.

Services

Every discipline is integrated: design informs the code, the code validates the design and data optimizes both.

  • UX/UI & Brand Posture

    Eliminate cognitive load and reinforce visual identity.

    Design Systems · Accessibility · Cognitive Load · Prototyping

  • CRO & Data Architecture

    Maximize ROI by isolating and removing friction points.

    Funnel Audits · A/B Testing · Event Tracking

  • Front-End Development

    Pixel-perfect execution with a Lighthouse target of 100.

    Next.js · React · SSR/SSG/ISR · Performance Budgets

  • AI & Workflow Automation

    Scale productivity and eliminate repetitive work.

    n8n · Claude API · LLM Workflows

Stack

  • Design & strategy

    Figma · Design Systems · Atomic Design · Prototyping · User research

  • CRO & analytics

    GA4 · Hotjar / Clarity · A/B testing · Funnel audits · WCAG · Heuristic evaluation

  • Development

    React · Next.js · TypeScript · Tailwind CSS · VTEX IO · Node.js

Experience

  1. May 2023 — presentInfracommerce LatamCRO & Senior UX Designer
  2. Mar 2022 — Dec 2025Independent practiceSenior CRO & UX/UI Consultant · alongside Infracommerce since May 2023
  3. Feb 2021 — Mar 2022Codelín SASE-commerce Manager
  4. May 2018 — Feb 2021Kiero International GroupUX/UI Designer

B.A. in Graphic Design — Universidad Rafael Belloso Chacín