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Team
Role
Timeline
Skills
CSL Marketing Team
Marketing Intern
May - Aug 2025
Web Design
Market Research
Information Architecture
User Testing
Figma
Context
Marketing Intern @ Cerámica San Lorenzo Perú
As a Marketing Intern on the Marketing & Design team, I supported projects that blended branding, UX, internal communications, marketing strategy, and content creation for digital media. I worked closely with designers, marketers, and other departments to identify pain points and propose design-driven solutions that aligned with business goals.
Cerámica San Lorenzo Perú is a leading ceramic tile company known for its commitment to quality, innovation, and design excellence. With a strong presence in the Peruvian market and across Latin America, it serves both residential and commercial sectors through a diverse range of ceramic and porcelain products.
During the internship, I led and contributed to two main design-focused projects:
Website UX Improvements
I evaluated and proposed enhancements to the user experience of the company’s website. My work focused on improving site navigation, accessibility, and the content structure to make product discovery more intuitive and efficient for users.
Internal Communication & Information Flow
I researched pain points in the company’s internal communication across departments and redesigned tools and systems to streamline information delivery.
Project 01: Website UX Improvements
Pain Point Audit
To start off this project, I collaborated with a few team members to conduct a pain point audit.
This process allowed us to identify usability issues, gaps in navigation, and opportunities to enhance the overall user experience before moving into the ideation phase.
The main things we noticed were:
overloaded menu & filter
similar content repeated
outdated content
unattractive & intrusive pop-up
Market Research
To guide the project’s direction, I conducted market research by analyzing websites from tile companies and also others in the retail sector that sell building and construction materials.
These included both Peruvian brands and international companies from countries such as Brazil, Argentina, Colombia, and the United States.
This analysis helped identify industry patterns, and effective design practices.
Overall takeaways:
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Intuitive and well-structured navigation significantly enhances the user’s ability to locate products efficiently.
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Prominent search functionality and effective filtering options are essential for product-heavy sites.
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Regular updates or news about the brand help humanize the company and foster a genuine connection with users.
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Content should be balanced to avoid overwhelming users and prevent doomscrolling.
Database Analysis
To gain deeper insights into user behavior, I checked some of the database to identify the most frequently used features and tabs.
This information provided a clearer picture of our target audience, allowing us to better align the website with their preferences.
Based on the data, this were the main findings:
The most frequently used features are the product catalogs, the simulator, and the “view all products” option.
Visits to the Frequently Asked Questions (FAQ) section have shown a notable increase.
A majority of users search for products through environment-based categories, such as bathroom, living room, and similar spaces.
The primary user groups consist of distributors/clients and architects.
How might we design a website experience that is intuitive, engaging, and tailored to our audience’s needs while keeping navigation smooth, content balanced, and the brand connection strong?
Information Architecture
(Corporate Sales)
(Products)
(Simulator)
(Catalogs)
(Where to buy)
(Search)
(New)
(New Products)
(Home)
(Updates)
(Posts)
(Schedule a Visit)
(Information)
(Contact)
(The Company)
(Social Media)
Prototyping
With a clear structure established through the information architecture and research insights, I began designing wireframes and components.
I explored multiple iterations and variations of different elements, gathering feedback from the team to determine which designs would best fit the needs of the site.
Final Proposal
Homepage Content Optimization
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Reduced clutter by removing irrelevant, outdated, and redundant sections, including an overly busy navigation bar.
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This resulted in a simplified homepage with easy access to up-to-date, relevant content.
Welcoming Pop-Up Design
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Redesigned the pop-up to feel more friendly and approachable, increasing the likelihood that users will engage with it rather than find it intrusive.
Improved Product Filters
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Updated the product filter system to allow users to search by multiple categories while keeping the interface simple and intuitive.
Enhanced FAQ Section
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Based on research showing a significant increase in visitors, reorganized the FAQ into clear categories so users can find answers faster instead of scrolling through a long, unstructured list.
Project 02: Internal Communication & Information Flow
Project Brief
The marketing department uses a SharePoint site to share product-related documentation, such as images and technical sheets with other departments.
However, the information doesn’t always reach teams effectively, so my role was to investigate the causes behind these communication gaps.
User Research
After getting familiar with the SharePoint site myself, I led user research by conducting interviews with workers from the departments that rely on it.
These conversations helped identify their pain points and understand where the information flow was breaking down.
Some of the questions I asked were:
General Use
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Does the structure and organization of the content on the SharePoint seem clear and logical to you? Why?
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If you couldn’t find the information you needed, what did you do to solve it?
Relevance of Information
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Is the information available on the SharePoint up to date and accurate?
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What type of product-related information would you like to find on the SharePoint that is currently not available?
Improvements
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Do you think this is the best method to access this information? If not, can you think of any alternatives?
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What tools or features would you like to see added to make it easier to access the information?
These were the main insights gathered from the responses to the user interviews:
The site is not consistently updated, causing users to frequently encounter missing information and rely on others, which delays access due to unclear points of contact.
Although some products have updated technical sheets, ambiguous folder naming leads to confusion over which versions are current and which products are available in stock.
Many employees, particularly new hires, do not have full access to the site and often lack proper guidance on its use, hindering their ability to locate necessary information.
While clients often request physical photos of products, the site only provides digital images, limiting its effectiveness in meeting these needs.
How might we create a SharePoint experience that delivers accurate, well-structured product data and images, with seamless access and clear points of contact for all users?
Design Process
To begin the design process, I first researched Microsoft SharePoint’s tools and features, as I had never worked with it before.
This exploration gave me a clear understanding of its capabilities and helped me identify potential solutions to implement before moving into the brainstorming phase.
Based on my research and the current site, I found that SharePoint homepage was largely underused and could benefit from additional features to improve user flow and the overall look of the page.
I created a quick low-fidelity prototype to explore these ideas before working on the actual site.
Welcome!
SharePoint Title
Recently Added Documents
Requests for Images
Requests for Technical Sheets
Section 1
Section 2
Section 3
Section 4
Easy navigation to various types of information
Faster access to newly uploaded requests
Contact cards to clarify communication channels
After creating the lo-fi prototype, I moved to SharePoint to implement all the planned changes.
Since this is an internal company site, I’m unable to share the final product publicly. However, here are some other of the key solutions I provided:
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Identified missing technical sheets by reviewing the site and the current stock list, then requested them from the corresponding teams so they could be uploaded once ready.
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Renamed folders with clearer, more descriptive titles to reduce ambiguity and improve navigation.
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Added a dedicated section for real-life product photos and coordinated with the team to begin uploading them.
Final Outcome
To roll out the updated site, my manager and I hosted a workshop with team members and employees from other departments.
During the workshop, we:
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Presented the new features added to the site.
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Explained how to access and navigate the platform.
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Assisted users in resolving any prior access issues.
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Addressed additional questions from attendees.
The workshop was successful in addressing many user questions and received positive feedback from employees, effectively resolving the initial challenges identified with the site.
Reflection
What Have I Learned?
1. Don’t be afraid to ask questions.
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This industry was new to me, and often some terms or concepts weren’t clear.
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I worried my questions might sound dumb, but I realized it’s normal to be new and asking questions is how you learn and get work done efficiently.
2. Collaborating with non-designers on the team.
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Most people on the marketing team came from different backgrounds, giving me fresh perspectives to consider when designing.
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This taught me how to communicate my ideas more clearly and take different viewpoints into account.
3. Balancing user needs with business goals.
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I discovered how to align user-centered design with practical business objectives.
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This balance is crucial to creating solutions that are both effective and sustainable.
4. Gaining knowledge about ceramics.
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I learned key qualities and characteristics of ceramic tile design along with how the production process works.
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Visiting the plant to see manufacturing firsthand was especially interesting and valuable for me as a product designer.
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