Uncovercity is a Spanish startup redefining how people gift and enjoy dining experiences. Their unique model offers surprise dining experiences where customers know when and with whom they’ll dine—but not where or what they’ll eat.

This approach creates a highly personalized experience where guests uncover their destination through a series of clues. Their vision: match every customer with the right restaurant and the perfect menu, with minimal friction.

The redesign was driven by stagnation in conversion rates during the purchase process. While the checkout conversion rate was high, the challenge was attracting more qualified traffic and ensuring visitors progressed further down the funnel.

The main issue was that Uncovercity’s value proposition wasn’t clearly or compellingly communicated on the website. Several factors contributed to this:

• Innovative yet unfamiliar concept: The product required additional context to resonate with new users. Our hypothesis was that customers lacked clear references—yet once they tried the service, retention rates were strong.
• Unfocused target audience: Most purchases were for gifts, yet the messaging was too broad and not tailored to gift buyers.
• Misalignment with business evolution: The company had undergone significant changes in operations, branding, and strategy that were not reflected on the website.

To address these challenges, we conducted in-depth user research through customer interviews, usability testing, and behavioral analysis using Google Analytics and Clarity.

We also leveraged customer reviews and feedback to identify what users valued most about Uncovercity’s experiences. Key insights confirmed that, as a fully digital company, the website was the core touchpoint where brand perception and user expectations converged.

Given our pricing strategy and the competitive landscape, differentiation required a balance of premium branding and crystal-clear messaging—conveying both trust and approachability.

To build a coherent and impactful content strategy, we held workshops with business, marketing, and SEO teams to refine our messaging and better highlight the product’s value proposition.

We prioritized organic acquisition (SEO) over paid channels to drive sustainable growth. This led to a strategy that balanced search engine optimization with clear, persuasive product information—ultimately increasing conversion rates and reducing CAC by decreasing reliance on paid acquisition.

For the website redevelopment, I led the frontend implementation and structured a scalable, easily maintainable CMS for SEO-driven content. I also implemented a Client-First class system, a Webflow framework that standardizes project structures for better scalability.

With over 50+ SEO-driven pages, we automated content creation and deployment using Airtable, Make, and Webflow—cutting development time by more than half.

After six months post-launch, the redesign delivered:

• A significant increase in qualified user conversion rates
• Over 200% growth in customer retention
• 5x revenue growth compared to the previous year

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This project demonstrated how a well-structured research-driven UX strategy, combined with SEO optimization and scalable development, can drive substantial business impact. The balance between brand positioning, usability, and conversion-focused design was key to success.

Looking ahead, continued iteration and testing will further refine the user experience and unlock new growth opportunities.