Clara empowers companies in Latam to operate with financial agility and clarity.
Contribution
Design Direction, Product Design
Team
Katherine DC, Angélica T, Daniela D. Narciso M, Jonathan P.
Clara, the fastest tech unicorn in Latam, fit the Mexican corporate spend market and expanded to Colombia and Brazil. Rapid growth led to ad hoc feature additions without scalability, consistency, or standards. Teams rebuilt UI components inconsistently or duplicated work. To scale design properly and ship higher-quality software faster, we implemented a design system.
Developing fresh guidelines to accelerate our brand's growth potential.
At the same time we decided the product needed a system, our marketing team was also losing Brand awareness and recognition. Acquisition data showed a plateau and a slight drop in organic leads. A key reason was our weaker Brand compared with competitors.
We worked with marketing to define our audience and value proposition, then created Brand Guidelines covering positioning, values, tone of voice, and visual elements like colors, typography, icons, and styles.
Building an efficient user interface without losing our brand expression.
First, our product design team adjusted the brand guidelines to create a foundation: color palette, typography, and layouts. We fixed colors for sufficient contrast and adapted typefaces for our platforms.
From that foundation, the team built components, documented them, gathered feedback from engineering and marketing, and iterated. The whole process—auditing the platform, listing components, and finishing the verified Figma library—took about 4–6 months.
The setup in our new design master files
We updated the UI library without halting the product roadmap by having designers build new Figma master files while development continued. This also enabled design standardization. The migration (web and mobile) took ~2 months, during which we refined several components. The mobile team ensured app designs aligned with the new brand guidelines.
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