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Every year, a $25 billion retailer was losing $300,000,000.
Not to competitors. Not to a bad product.
To a button.
Their checkout had two options: Login or Register.
75% of users abandoned right there. 45% had already registered before; they just couldn't remember their password. 160,000 password reset requests. Every single day.
The fix? They removed Register.
Replaced it with one word: Continue.
Month one: +$15M.
Year one: +$300M recovered.
No redesign. No new features.
Just a designer asking the right questions and actually watching people use the product.
Sometimes a single design decision can cost your business $300,000,000. This was one of them.
ππ°πΆπ³π€π¦: ππ’π³π¦π₯ π. ππ±π°π°π Β· ππ΄π¦π³ ππ―π΅π¦π³π§π’π€π¦ ππ―π¨πͺπ―π¦π¦π³πͺπ―π¨
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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At the end of last year Contra engaged me for some exploratory work into what could be a Contra App. A strategic foundation for their native roadmap. Product differentiation criteria established.
Wow this is insane, @Ralph Jones | Novatur Design
Love this project man. Curious what do you use for the screen's b-roll.
This project explores how a top-tier international automotive experience could look if applied to the local market in Uruguay β and scalable across LatAm.
Most automotive websites in the region still rely on outdated patterns, limited interactivity, and low investment in digital experience. This concept challenges that by reimagining the car buying journey with a premium, product-driven approach.
The design focuses on clarity, visual hierarchy, and interaction. Users can explore the vehicle through a clean interface, switch between exterior and interior views, preview color options, and access key specifications without friction. The experience is built to feel closer to a digital product than a traditional website.
This is part of an ongoing exploration where Iβm building a collection of high-quality, industry-specific web concepts β showing how local businesses could elevate their digital presence to match global standards.
Open to collaborating with teams across Uruguay and LatAm ready to push beyond the usual.
Interactive Interior 360Β°
2026 is "the year of the B2B rebrand."
Except most companies are doing it backwards.
They're changing logos, picking new colors, refreshing typography and calling it a rebrand.
Meanwhile, their positioning hasn't changed. Their messaging is still confused. Their website still tells a story from two funding rounds ago.
Here's what I've seen with my work through actual inflection points:
The rebrand that works isn't visual first. It's positioning-first.
You figure out where the company actually operates now, you build a messaging hierarchy that reflects the current product, the current buyer, the current competitive landscape. Then you design a system that communicates all of that.
If your rebrand starts with "who are we now and who needs to know?" you're building something that compounds.
Top work, always π―π«‘
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