Research-led PLP redesign that drove +126% filter engagement

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Context & business goal

Claro's e-commerce platform offers a wide range of devices and accessories. The Product Listing Page (PLP) is critical for product discovery, campaign visibility, conversion, and reducing support tickets. The business needed a filters & sorting experience that supported fast, confident decision-making and could scale across categories and devices.

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The challenge

• ▸Users couldn't quickly narrow down options.
• ▸It was unclear which filters were available.
• ▸Sorting wasn't meaningful or goal-driven.
• ▸Mobile filtering was inefficient — driving drop-offs and low confidence in the catalog.

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Discovery & research

• ▸Competitive & cross-industry benchmark across 15+ platforms (Magalu, Casas Bahia, Mercado Livre, TIM, Vivo, Walmart, AT&T, Vodafone, Kimovil…).
• ▸Hotjar behavioral analysis — click maps, scroll maps, session recordings of real filter/sort interactions.
• ▸Mapped misleading affordances, filter-vs-sort confusion, hidden advanced filters, and weak applied-filter feedback.

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Experience principles

• ▸Speed over density — fast narrowing beats showing everything.
• ▸Intent-driven filters — organized around how users decide, not internal taxonomy.
• ▸Mobile-first — effortless, easily reversible.
• ▸Clear system feedback — always show what's applied and how to reset.
• ▸Integrated commercial visibility — promos baked into exploration, not layered on top.

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Results & impact

• ▸+126% YoY filter engagement (131,392 → 297,978 interactions, Nov 2024 → Nov 2025).
• ▸Higher discoverability and stronger reliance on filters for decision-making.
• ▸Redesigned PLP now in A/B validation for conversion and revenue.