A dynamic badge system that lifted CTR +10% and conversion +5%

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Context & business goal

Claro's Devices PLP had launched a new card model with strong performance. The Accessories PLP was still on an older layout with weak support for campaigns, strategic highlighting, and consistent brand patterns — creating friction in cross-category navigation and missed merchandising opportunities.

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Solution overview

• ▸Mondrian 6 product cards — clearer hierarchy between image, title, price and actions; better scannability for dense catalogs.
• ▸Dynamic badge system — New, Launch, Last units, Offer — driven by existing catalog & campaign rules with no manual intervention.
• ▸Centralized badge priority rules to prevent overcrowding across squads and surfaces.
• ▸Badges wired into commercial filters so users can filter by campaign or product status.

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Personas

• ▸Cold audience — retail-driven shoppers from media/CPC, comparing Claro to Magalu and Casas Bahia. High price/fraud sensitivity.
• ▸Warm audience — loyal customers from Minha Claro and direct marketing. Expect VIP treatment and personalized recognition.

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Results & impact

• ▸+10% CTR · +5% conversion · +20% badge-filter interaction · <1% bug rate.
• ▸Unified visual language across Devices and Accessories PLPs.
• ▸Strengthened Mondrian 6 adoption and cut design/dev effort for future campaigns.

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Key learnings

• ▸Design systems become much more powerful when combined with rich business logic.
• ▸PLPs aren't just browsing surfaces — they're commercial storytelling tools.
• ▸Early engineering & commercial alignment dramatically improves quality and speed.