La Cuenta del Mar
La Cuenta del Mar is a Bancolombia digital-banking product focused on conserving Colombia's marine ecosystems. This case study documents the redesign of its landing page: how we evolved the interface and experience of a page that was already in production, without losing its purpose.
01 - Context
A redesign, not a new project
We started from a base already in production. The page worked, but it was falling behind visually. Our challenge: audit and modernize it without losing its purpose —communicating the ecological impact of Bancolombia's project.
Existing project
We started from a live version. The goal was a measured evolution, not a rebuild from scratch.
Responsive design
I designed for desktop and mobile from the very start, not as a later adaptation.
New UX proposal
We identified experience improvements: from visual hierarchy to the flow of the scroll journey.
02 - Design
From mid-fidelity to visual proposal
We started with mid-fidelity wireframes: with the context clear, low fidelity added nothing. I designed the interface on the validated reference using consistent, reusable components.
Mid-fidelity wireframes — first redesign proposal
Mid-fidelity wireframes
We skipped low fidelity and defined structure and hierarchy directly on the existing reference.
Responsive from the start
I designed mobile and desktop in parallel from the first proposal.
03 - Outcome
From approved design to production
Scroll down to see the full design
Micro-interactions and animations — Figma demo
Bancolombia's team approved our proposal. Due to a shift in priorities, the UX/UI team I was part of was reassigned and another group took our design as the base, refining it to the final version. That proposal was the starting point for the page now in production, which you can see here.
04 - Conclusions
Lessons from this project
01
An approval doesn't guarantee implementation
The work can be solid and validated, but factors outside of design can stop a project. That doesn't invalidate the process or the result.
02
A redesign demands context, not just a proposal
Auditing and understanding why previous decisions were made matters as much as proposing new ones.
03
Mid-fidelity has its place
When the context is clear and the problem well-defined, starting at mid-fidelity speeds up the process without sacrificing quality.
