La Cuenta del Mar
La Cuenta del Mar is a Bancolombia project focused on the care and conservation of Colombia's marine ecosystems. This case study documents the redesign of its landing page: a visual and experience evolution built on top of something that already existed.
01 - Context
A redesign, not a new project
This project started from an existing foundation. La Cuenta del Mar's page was already live, but it was falling behind visually. The challenge was to modernize it without losing its purpose: communicating the ecological impact of Bancolombia's project.
Existing project
The page was already live. The goal was an evolution, not a complete replacement.
Responsive design
From the start, it was assumed the site would be visited on both desktop and mobile.
New UX proposal
Improvements were identified across the experience, from visual hierarchy to the flow of navigation.
02 - Design
From mid-fidelity to visual proposal
The process started with mid-fidelity wireframes. Starting in low fidelity wasn't necessary — it wasn't a deep redesign, but an improvement over something already validated.
Mid-fidelity wireframes — first redesign proposal
Mid-fidelity wireframes
Low fidelity was skipped to define structure and hierarchy directly on top of the existing reference.
Responsive from the start
Mobile and desktop were designed 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
The proposal was approved by Bancolombia's team. Due to a project change, the UX/UI team I was part of was reassigned, and another group took the design as a foundation, continuing to refine it until the product team was satisfied. The published version can be seen 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
Understanding why previous decisions were made is just as important 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.
