Reduce uncertainty, accelerate commitment.
Client • Aroco (Aroma Colombiano)
Year • 2025
Role • Creative Consultant & Designer
Scope • UI/UX, Conversion Pages
Status • Development & testing in progress
Executive Summary
Aroco is a Colombian fine flavour cacao trader specializing in responsible sourcing and regenerative agroforestry.
As part of a comprehensive rebranding initiative, Aroco's digital presence was redesigned from the ground up with conversion architecture and sales performance as the primary design drivers.
Challenge
Instead of presenting brand storytelling, the platform must help buyers quickly assess whether Aroco is a reliable long-term partner for their sourcing needs.
Responsibilities
In the role of lead creative consultant, I directed the end-to-end redesign in close collaboration with both the sales and executive teams translating business objectives directly into design decisions.
Trust before persuasion
B2B buyers prioritize operational certainty over emotional appeal. The platform focuses on credibility signals that demonstrate production capability, traceability, and long-term reliability before highlighting brand narrative.
Clear origin and sourcing transparency
Production capacity and consistency indicators
Certifications and regulatory readiness
Structured product specifications
Product Page
According to the sales team, clients primarily sort by formats, certificates and annual volume.
A streamlined filtering interface surfaces product categories and surfaces the most relevant offer in real time.
Why Aroco
Regenerative agriculture is not a credential for Aroco. It is the operational foundation from which every sourcing decision, farmer relationship, and quality standard is built.
A clear content hierarchy reveals the information that B2B buyers need to make quick and confident purchasing decisions.
