work/ RedConecta
Business Directory: RedConecta
Transforming Chile's largest physical business directory into a digital platform — navigating digital barriers, aligning stakeholders, and shipping an MVP under pressure.
Goal
RedConecta, Chile's largest business directory, needed to transform their physical "red book" into a robust digital platform. The challenge wasn't just technical — most of the company's staff lacked digital skills, and the urgency of post-pandemic pressure made the stakes even higher. Our job was to map the problem, identify priorities, and design a solution that real users could actually adopt.
Team
UX/UI Designer — responsible for research, workshops facilitation, visual system, component library, and UI across the MVP. Worked embedded with content, infrastructure, and development teams throughout the full Design Sprint process.
2 UX UI designer
1 Content designer
1 Project manager
1 Front-end Developer
1 Infrastructure specialist
1 Back-end Developer
About RedConecta:
Chile's largest business directory and platform. After the pandemic they were faced with the challenge of transforming their physical directory (better known in the business world as the red book) into an updated and robust digital version. With the post pandemic pressure, the urgency to digitize their business was just one more problem to face.
Overcoming the digital barrier: Transformation and team learning.
The main barrier wasn't design — it was organizational. Most of RedConecta's staff had never worked in a digital environment. Before designing anything, we needed to help the whole team understand their own business in digital terms.
We ran co-creation workshops using the Design Sprint framework to map the current situation, identify challenges, and establish shared foundations. This wasn't just a research phase — it was a change management process. Breaking down the digital barrier required getting everyone in the room, naming the fear of the unknown, and turning it into a concrete problem to solve.
Tools and Deliverables
Design Sprint Workshops — co-creation sessions to map the current state, identify improvement opportunities, and align the full team on priorities. Landscape mapping — research of the existing RedConecta system to understand context and constraints. Prioritization exercises — three main challenges selected: process efficiency, database management, and value proposition improvement. MVP website — core functionalities shipped in record time.
Navigating complexity and building clear objectives: An agile approach to success.
Working with RedConecta required a different kind of design thinking. The client struggled to agree on decisions and couldn't clearly articulate what they needed. Our role as UX/UI was to prioritize the identification of their real challenges — and guide them through understanding their own business.
After the workshop sessions, we had a clear picture of what was actually needed vs. what was being requested. That distinction was critical. It allowed us to define scope, push back on out-of-scope requests, and protect the integrity of the MVP.
Transition to the digital age
The core design challenge was translating physical workflows into digital experiences that were accessible to users with low digital literacy. This required exhaustive analysis of the company's needs — identifying key processes to digitize, simplifying workflows, and facilitating online communication and collaboration.
The result was a cohesive digital experience that maintained RedConecta's brand essence while making the platform significantly more efficient and adaptable.
The importance of prioritization and scope management in the project: Key learnings to meet deadlines
The biggest lesson from this project: scope definition is a design skill. Clients will always ask for more than what's feasible. Our job was to deliver the MVP with the most critical functionality — and be honest about what had to wait.
We shipped the Minimum Viable Product on time, with the highest-priority features implemented and a clear roadmap for what came next. Staying true to the scope and the deadlines was what made delivery possible.
