Title: Digital Growth Transformation: Unifying a 50-Branch Franchise
Role: Lead Product Designer & Growth Strategist
Timeline: 2019 – Present
Services:
UX/UI Design CRO GrowthBuilding a Localized Acquisition Ecosystem for Mexico's Largest English School.
How I unified a fragmented franchise presence into a scalable growth engine, capturing over 80,000 leads with a sub-$1.50 USD cost per acquisition.
ingles individual "Find your school" screen on iPhone mockup and Landing page on Macbook mockup
The Problem: Franchise Fragmentation.
Inglés Individual suffered from a 'Wild West' of digital presence. With 50+ branches, franchise owners were launching their own rogue, off-brand websites to capture local demand. This diluted the brand's authority and split the traffic.
My Mission: Replace these rogue instances with a single, centralized Design System that gave every branch a localized presence without breaking brand guidelines.
Messy stack of rogue landing pages
Strategy: Hyper-Localization
Generic pages don't convert.
I implemented a 'Parent-Child' page architecture. We routed Google Ads traffic to dedicated landing pages for each city, matching the user's specific search intent (e.g., 'English schools in Temixco'). This satisfied the franchise owners' need for local leads while maintaining corporate control.
Global homepage of ingles individual anatomy
Parent-child architecture of Landing page variants for A
The Impact: Exponential Scale.
In 2024, we unlocked massive scale by combining this localization strategy with aggressive copy testing. By shifting from 'informational' copy to 'result-based' copy, we scaled lead volume from ~2,700 to over 47,000 in a single year.
Key Data Highlights:
2023 (Optimization Phase): 2,785 Leads
2024 (Scaling Phase): 47,888 Leads
Result: 16x year-over-year growth through localized UX
Testing the Hypothesis: Copy Over Form
While many designers focus solely on layout, our 2024 breakthrough was driven by UX Writing and Psychological Triggers. Through continuous A/B testing, we discovered that the functional form fields remained constant, but the context surrounding them changed everything.
Key Design Shifts:
Benefit-Led Copy: We shifted from feature-heavy descriptions ("We have certified teachers") to outcome-based messaging ("Speak English in months, not years").
Reduced Cognitive Load: We removed the "Franchise Chaos" of the rogue sites, replacing cluttered sidebars with a singular, focused path to the lead form.
Mobile-First Precision: With over 80% of traffic coming from mobile devices, we optimized for vertical scrolling and thumb-friendly interactions.
Efficiency at Scale: A 6-Year UX Success Story
In high-stakes lead generation, UX is the difference between profit and loss. By centralizing 50+ rogue franchise sites into a high-performance ecosystem, we turned a fragmented brand into a conversion engine.
The results were clear: a 1,600% increase in lead volume handled by a scalable system that maintained an ultra-low CPA of ~$1.00 USD. This isn't just a redesign; it's a proven growth platform built on the behavior of over 410,000 active users.
From 2018 to 2026, I have acted as the design backbone for this brand’s digital expansion. I am looking to bring this same level of data-driven, scalable UX strategy to my next long-term partner."
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Scaled lead gen by 1,600% for a 50-unit franchise. Unified rogue sites into a high-conversion system. 81k+ leads captured at a sub-$1.50 USD CPA. UX + Growth.
Timeline
Dec 31, 2018 - Ongoing
