Edilar2025 — PresentHead of Design

Red Potencia

Grupo Edilar's mobile carrier — prepaid plans, SIM/eSIM commerce and self-service across web and native apps.

2 → 0
Weekly plan-card tickets: 4 days
Review cycle removed per ticket

Context

Red Potencia is Grupo Edilar's mobile carrier (MVNO): prepaid mobile plans sold direct to consumers, with coverage across Mexico, the United States and Canada. The product spans a web storefront and native iOS and Android apps, and has to carry the full journey — comparing plans, porting a number, buying and activating a SIM or eSIM, topping up, and managing an account.

When I arrived there was no defined identity. The experience felt dated, and so did the way the team worked: no design system, few written definitions, and every decision re-litigated from scratch. My first read wasn't about screens — it was that the team's capacity was going to the wrong place. Most of the junior designer's week went into updating plan cards: fixing copy, data and prices.

So the work split in two: fix where the team spends its time, then redesign the product on top of that. The homepage and app redesigns are both in development now, instrumented to connect to PostHog with A/B testing planned on the storefront.

Shipped

3 initiatives

Initiatives launched inside Red Potencia. Where the product is public, the link goes to the real thing.

Live

Automated plan cards

The catalog is dozens of cards, each carrying data allowance, duration, price, portability bonus and its IFT registration folio. They're now generated from the catalog, with a CMS handling package visibility, icons and promotions.

Spotted that most of the junior designer's week went into card maintenance, proposed the automation, got it approved, and defined what the business would control from the CMS.

View live ↗

Shipping soon

App renewal

A full rebuild of the native iOS and Android experience. Direction had the intention to renew the app; what that meant was undefined.

Led it from zero: research and interview review, information architecture validated with card sorting and tree testing, then JTBD and business KPIs set as the north star. Redesigned every flow to be shorter and easier to follow.

Shipping soon

New homepage

A redesign of the storefront home, where plan comparison and the portability offer do most of the selling. In development and first reviews.

Picked up an exploration started before me, audited it, and reworked it against the definitions and design system that didn't exist yet.

Team

I lead design on Red Potencia with a junior designer. Beyond the product work I pushed the ways of working: task management moved into Jira, we settled into a Kanban–sprint hybrid, and we defined the review process so work could progress inside a sprint instead of stalling between rounds.