A mockup of a mobile for job gate home screen

Product Designer

Figma / Figjam / Jira / Teams / Maze / Hotjar / Confluence/

PM / Devs / Stakeholders

PD, PO, Devs, Stakeholders,

Figma / Figjam / Jira / Teams / Maze / Hotjar / Confluence/

PM / Devs / Stakeholders

PD, PO, Devs, Stakeholders,

Comex

Helping customers move from inspiration to execution with confidence

THE PROBLEM

Customers weren't struggling to choose paint.

They were struggling to trust their decision.

Painting a home, office, or commercial space appears simple on the surface.

In reality, it's a highly emotional decision.

Customers worry about choosing the wrong color, spending money on a mistake, and committing to a result they cannot fully visualize beforehand.

At the same time, professional painters faced a different challenge.

Finding customers, building credibility, and recommending products often happened through disconnected channels.

Users couldn't visualize the outcome

Traditional color samples and swatches rarely provided enough confidence to make a decision.

Customers wanted to see colors inside their own spaces.

Traditional color samples and swatches rarely provided enough confidence to make a decision.

Customers wanted to see colors inside their own spaces.

Traditional color samples and swatches rarely provided enough confidence to make a decision.

Customers wanted to see colors inside their own spaces.

Fear delayed action

Many projects stalled because users were uncertain about the final result.

The risk of making a mistake felt expensive.

Many projects stalled because users were uncertain about the final result.

The risk of making a mistake felt expensive.

Many projects stalled because users were uncertain about the final result.

The risk of making a mistake felt expensive.

Journey broke between inspiration and execution

Users could explore colors, but moving from planning to actually completing a project often required leaving the ecosystem.

"People aren't buying paint. They're buying confidence in the outcome."

Research Insight

A screenshot of job gate home, job details, and filters screens

DISCOVERY

We weren't designing a paint selection tool.

We were designing a confidence-building system.

We weren't designing a paint selection tool.

We were designing a confidence-building system.

Initial assumptions focused on product discovery and color exploration.

Research quickly revealed that product selection was not the primary problem.

The real challenge appeared much earlier.

Users struggled to answer a simple question:

"Will this actually look good in my space?"

Every design decision eventually traced back to that uncertainty.

This changed the direction of the project.

Instead of optimizing product selection, we focused on reducing decision anxiety.

The goal shifted from helping users choose paint to helping users trust their choice.

Initial assumptions focused on product discovery and color exploration.

Research quickly revealed that product selection was not the primary problem.

The real challenge appeared much earlier.

Users struggled to answer a simple question:

"Will this actually look good in my space?"

Every design decision eventually traced back to that uncertainty.

This changed the direction of the project.

Instead of optimizing product selection, we focused on reducing decision anxiety.

The goal shifted from helping users choose paint to helping users trust their choice.

Initial assumptions focused on product discovery and color exploration.

Research quickly revealed that product selection was not the primary problem.

The real challenge appeared much earlier.

Users struggled to answer a simple question:

"Will this actually look good in my space?"

Every design decision eventually traced back to that uncertainty.

This changed the direction of the project.

Instead of optimizing product selection, we focused on reducing decision anxiety.

The goal shifted from helping users choose paint to helping users trust their choice.

Confidence levels during decision-making

Project execution stages

Color exploration behaviors

Professional involvement

the foundation for prioritizing visualization, guidance, and professional support.

The journey revealed that confidence consistently dropped between product exploration and purchase commitment.

TARGET USERS

Ana

Homeowner

Needs confidence before committing to a purchase.

Luis

DIY Enthusiast

→ How might we connect homeowners with trusted professionals?

Needs tools that allow independent exploration and decision-making.

→ How might we support both DIY and professional workflows?

Javier

Professional Painter

→ How might we connect homeowners with trusted professionals?

Needs tools that allow independent exploration and decision-making.

→ How might we support both DIY and professional workflows?

01 Design Decision

Helps small business owners manage inventory and place recurring orders

Connects with thousands of retailers across Mexico, supporting the daily operations of convenience stores, corner shops, and local businesses.

how might we...

→ How might we help users visualize outcomes before purchasing?

→ How might we connect homeowners with trusted professionals?

→ How might we support both DIY and professional workflows?

01

See Results Before They Commit

Research consistently showed that customers trusted their own spaces more than paint samples. We introduced a paint visualization experience that allowed users to preview colors directly within their environments.

Tradeoff

Building visualization capabilities required greater technical complexity than traditional product exploration.

02 Design Around Different Levels of Expertise

Not every customer approached painting projects the same way. Some wanted complete independence. Others wanted professional support. Instead of forcing a single workflow, the experience adapted to both.

Tradeoff

Required supporting multiple journeys without increasing complexity.

Connect Customers With Professionals

Research revealed that painters influenced many final purchasing decisions.

Rather than treating professionals as external actors, they became part of the ecosystem.

Tradeoff

Created value for both customers and professionals.

DEFINE

Helps small business owners manage inventory and place recurring orders

Connects with thousands of retailers across Mexico, supporting the daily operations of convenience stores, corner shops, and local businesses.

store owners value speed, simplicity, and reliability.

Store owners value speed, simplicity, and reliability.

the experience should be optimized for reordering, not browsing

store owners value speed, simplicity, and reliability.

150+

Many place orders multiple times per week to restock their stores.

6

Order products regularly to maintain inventory and serve customers

18

Content

150+

Many place orders multiple times per week to restock their stores.

store owners value speed, simplicity, and reliability.

Small corner stores

1 to 3 employees. Low digital maturity

Reorder, don't stop

4 to 10 employees. Use digital tools ocasionally

Distributors & Wholesalers

High order volume. More complex operations

Distributors & Wholesalers

High order volume. More complex operations

Distributors & Wholesalers

High order volume. More complex operations

Content

store owners value speed, simplicity, and reliability.

Step-by-step flows that teach and guide users without overhelming them.

Learning moments embedded naturally within the user journey.

Recomendations based on user interests, goals and behavior.

Visual and simple explanations of perfomance risk.

Define

Helps small business owners manage inventory and place recurring orders

Connects with thousands of retailers across Mexico, supporting the daily operations of convenience stores, corner shops, and local businesses.

Store owners value speed, simplicity, and reliability.

Small corner stores

1 to 3 employees. Low digital maturity

Reorder, don't stop

4 to 10 employees. Use digital tools ocasionally

Distributors & Wholesalers

High order volume. More complex operations

Distributors & Wholesalers

High order volume. More complex operations

FINAL EXPERIENCE

Small corner stores

1 to 3 employees. Low digital maturity

Small corner stores

1 to 3 employees. Low digital maturity

Small corner stores

1 to 3 employees. Low digital maturity

Small corner stores

1 to 3 employees. Low digital maturity

Define

Helps small business owners manage inventory and place recurring orders

Connects with thousands of retailers across Mexico, supporting the daily operations of convenience stores, corner shops, and local businesses.

1 to 3 employees. Low digital maturity

4 to 10 employees. Use digital tools ocasionally

High order volume. More complex operations

FINAL EXPERIENCE

1 to 3 employees. Low digital maturity

4 to 10 employees. Use digital tools ocasionally

High order volume. More complex operations

FINAL EXPERIENCE

1 to 3 employees. Low digital maturity

4 to 10 employees. Use digital tools ocasionally

High order volume. More complex operations

FINAL EXPERIENCE

1 to 3 employees. Low digital maturity

4 to 10 employees. Use digital tools ocasionally

1 to 3 employees. Low digital maturity

High order volume. More complex operations

1 to 3 employees. Low digital maturity

High order volume. More complex operations

1 to 3 employees. Low digital maturity

4 to 10 employees. Use digital tools ocasionally

Distributors & Wholesalers

High order volume. More complex operations