I was involved in this project for 17 months.

From December 2020 to April 2022

🧭 Context

Entel is the largest telecommunications company in Chile, with decades of market presence and deep national brand recognition. My journey with the company lasted over four and a half years, starting as a contractor in the web maintenance team, then moving into private portal and customer initiatives, and eventually becoming an internal employee as the Design Lead for the e-commerce team.

The following case study is centered on that last chapter — my role as Design Lead for the e-commerce team.

This design team operated in a highly strategic position, coordinating between Customer Experience and E-Commerce initiatives, while working closely with marketing, analytics and development teams.

🎯 Tasks

As Design Lead for the e-commerce team, my responsibilities included:

• Managing and prioritizing design projects based on clarity, effort and strategic impact.

• Representing the design team in high-level coordination and planning meetings.

• Fostering cross-functional collaboration with internal stakeholders.

• Documenting our processes and creating scalable design operations.

• Building a healthy, feedback-driven team culture rooted in continuous improvement.

🛠️ Actions

Throughout this period, I led several initiatives that reshaped how the team worked and how the UX team was perceived:

• We implemented a structured ticketing system to handle project requests. Using Confluence, we ensured that only well-defined projects with clear goals and metrics would make it into the design backlog. This allowed us to focus on meaningful work and reduce time wasted on unclear demands.

• We measured the business impact of low-visibility tasks, like promotional banners. Working with analytics, we tracked user interactions and conversions over time, proving banner effectiveness and earning influence over their positioning and design based on real data.

• We nurtured a strong team culture—centered on trust, feedback, and shared learning. New hires onboarded quickly, and junior designers matured fast thanks to an environment that encouraged open debate and continuous growth.

• We built close partnerships with stakeholders, aligning expectations through overcommunication, transparency, and a proactive attitude—turning the design team into a trusted strategic partner rather than a service provider.

✅ Results

• We reduced low-impact workload, focusing our time and effort on high-leverage initiatives.

• We earned a seat at the decision-making table, participating in key meetings with leadership from business, marketing, and tech.

• We left behind a strong operational foundation: well-documented processes, an effective prioritization framework, and a collaborative team culture that outlived my time at the company.

• The team matured and sustained itself. Thanks to the systems we put in place, the team kept running autonomously and effectively even after I moved on.