Silvia Carreño
Lead Designer — Editorial coaching landing page for a Latina entrepreneur in Europe
Role & Setup
Lead designer + strategist for a 2-week sprint
Silvia approached me with a brief: she needed a digital home that would speak to Latina women in Europe with warmth, professionalism, and editorial sophistication — for both her coaching practice and her FarmaSi business. I owned the project end-to-end: research, art direction, UX, UI, copy direction, and dev handoff.
My Role
Lead Designer & Strategist
Single point of accountability: brand strategy, IA, UX, UI, microcopy, and production. Direct partnership with Silvia on every decision.
Build Model
Solo designer × AI eng pair
Two-week sprint: I drove every design call, AI accelerated research synthesis, copy variants, and production-ready HTML/CSS scaffolding.
What I Owned
- Audience research & positioning
- Information architecture (7 sections)
- Brand identity & visual direction
- End-to-end UX & UI
- Editorial copy direction
- Responsive HTML/CSS production
- Calendly & WhatsApp CTA integration
Honest scope note: Silvia provided her own photography, business credentials, and product copy for FarmaSi. I handle hosting, domain configuration, design and deployable code.
The Why
A digital home for Latinas living between two worlds
Silvia is Colombian, based in the Netherlands, and her audience are Latina women navigating life and careers in Europe — a niche where most "coaching landing pages" feel either too corporate (cold European SaaS templates) or too cliché (Wix templates with stock images of smiling women).
The brief was specific: build something that feels like opening a beautifully curated magazine, conveys trust and warmth in equal measure, and guides visitors naturally toward two distinct CTAs — Calendly bookings for 1:1 coaching and WhatsApp joins for the community.
Overview
What was built
A bilingual editorial landing page positioning Silvia as a coach, FarmaSi entrepreneur, and community builder — with conversion paths designed for two distinct audiences, all in a magazine-style layout that felt warm, credible, and unmistakably Latina.
In Context
The landing in one frame
Editorial layout with photo card hero, magazine-style narrative sections, warm rose & cream palette, and serif-led typography that feels like a printed page brought to digital life.
Color & Typography
Warm rose meets editorial serif
The palette is anchored by a warm rose conveying trust and femininity, balanced with cream backgrounds that feel like quality paper stock. Serif headlines add editorial gravitas; sans-serif labels keep the UI functional and modern.
Headlines — Newsreader
De Latina a Líder Global
Serif · Elegant · Editorial authority
Labels — Work Sans
Empieza tu camino
Sans-serif · Uppercase · Functional
Accents — Libre Baskerville Italic
"El éxito no es solo lo que logras..."
Serif italic · Quotes & emotional moments
Sections Designed
Seven sections, one cohesive narrative
Each section is a chapter in Silvia's story — designed to guide visitors from inspiration to action without feeling salesy.
Hero
Full-width hero with photo card (48px radius, soft shadow), editorial headline «De Latina a Líder Global», dual pill-shaped CTAs.
✦ Photo CardQuote Break
Full-bleed gradient (cream → soft pink) with centered italic Newsreader quote — an editorial «page-turn» moment.
✦ Gradient DividerAbout / Bio
Two-column narrative bio + credential cards (Education, Certifications) + 2×2 grid for Purpose & Hobbies.
✦ CredibilityWhy I Started
Centered story card with heart icon, personal narrative about burnout recovery, italic pull-quote for emotional resonance.
✦ Story CardFarmaSi
Split layout: pink content card with feature icons (Apoyo, Escalabilidad, Libertad) + product image with floating gradient badge showing global ranking.
✦ Feature BadgeCoaching 1:1
Three-column card grid with icon circles, checklist features, hover-lift animations — each card a coaching tier.
✦ Service CardsCommunity & Footer
Dark card with large typographic tags («Comunidad», «Latinas», «Europa»), WhatsApp button, community image, warm rose footer.
✦ WhatsApp CTADecisions & Tradeoffs
Three calls where the obvious answer was wrong
Every design call is a tradeoff. Here are three places where the easy answer would have hurt Silvia's positioning, and the rationale for what I shipped instead.
What language does the page speak in?
Option A
Bilingual EN + ES toggle
Broader reach but feels less rooted — the cultural intimacy gets diluted in the toggle UI.
Option B
Spanish only, all the way
Authentic but narrows audience; some product names (FarmaSi) and CTAs read better in their native form.
Chosen · C
Spanish primary, EN where it adds editorial flair
Body copy in Spanish; product/brand names stay native (FarmaSi, «Comunidad Global»); editorial italics add literary tone.
Why C: Silvia's audience is bicultural — they live between languages. The page should sound like that audience speaks, not like a corporate translation. Native Spanish carries the warmth; selective English adds the cosmopolitan layer.
How prominently should we feature the FarmaSi business?
Option A
Front-and-center in hero
Maximizes commercial signal but reads like an MLM landing — kills the coaching credibility.
Option B
Hide it entirely
Cleaner brand but loses a real revenue stream — and a real story about entrepreneurship.
Chosen · C
Section 5 framed as «Comunidad»
Sells the lifestyle and ranking proof, not the MLM mechanic. Visual: product card with global ranking badge.
Why C: Coaching builds trust through credentials and warmth (sections 1–4). FarmaSi enters mid-page with the credibility already established — it reads as «another success story», not as the headline.
How many CTAs and where do they live?
Option A
One huge Calendly button everywhere
Clear path but pushy; ignores that some users want community first, coaching later.
Option B
5 different CTAs scattered
Too much choice = decision fatigue. Conversion drops.
Chosen · C
Two parallel paths, contextual placement
Calendly (1:1 coaching) and WhatsApp (community). Each section ends with the relevant CTA for that audience.
Why C: Coaching seekers and community seekers have different commitment thresholds. Forcing a calendar booking on someone who just wants to lurk a WhatsApp group kills both conversions. Two paths respect both intents.
Status & Measurement
What shipped, what we're measuring, and how
Silvia's landing is live and in active iteration. Rather than claim numbers we don't have yet, here is the full picture: shipped scope, the bets the design is making, and the measurement plan.
Shipped · Scope Metrics
What was built & delivered in 2 weeks
- 7Distinct narrative sections, each with its own emotional purpose
- 2Distinct conversion paths (Calendly + WhatsApp), each contextually placed
- 3Type families: Newsreader (headlines), Work Sans (UI), Libre Baskerville (italic accents)
- 6Color tokens forming the warm-rose editorial system
- 44px+Touch targets on all CTAs (WCAG 2.1 AA compliant)
- 3Responsive breakpoints, mobile-first (70%+ traffic for personal brand pages comes from mobile)
Hypotheses · Being Measured Now
The five bets the landing is making
Magazine-style layout with photo card hero increases time-on-page beyond standard landing benchmarks — visitors read instead of bounce.
Target: median time-on-page > 90s (vs ≈ 30s landing benchmark) · Measured via: GA4 engagementPill-shaped CTAs above the fold + repeated contextual placement drive coaching session bookings.
Target: > 2.5% visitor → Calendly click rate · Measured via: GA4 events + CalendlyThe dark community section with typographic tags converts «lurkers» into the WhatsApp group — lower commitment, higher join rate.
Target: > 6% visitor → WhatsApp click rate · Measured via: link trackingMid-page placement of the FarmaSi section (after credibility is built) generates qualified inquiries — not MLM-skeptic bounces.
Target: > 40% scroll-depth past section 5 · Measured via: Hotjar scroll heatmapMobile-first responsive design + 44px touch targets keep mobile conversion parity with desktop — instead of the typical 60% mobile drop-off.
Target: mobile conversion rate >= 80% of desktop · Measured via: device-segmented funnelMeasurement Plan
How we'll know
- Day 30Quantitative read on H1 & H2 + 5 user-test recordings
- Day 60Community growth (H3) + scroll heatmap analysis (H4)
- Day 90Mobile/desktop parity review (H5) + iteration plan
Tools
Stack for evidence
Funnels for booking + community joins, heatmaps for layout validation, Maze for unmoderated 5-second tests on hero.
Client Reflection
Why this matters to Silvia
Siria entendió lo que necesitaba antes de que yo pudiera explicarlo. La página no se siente como una landing — se siente como yo. Editorial, cálida, profesional. Mis primeras clientas de coaching llegaron a través de aquí.
✏️
AI-Enhanced Workflow
How AI compressed a 6-week project into 2 weeks
The premise
A landing page like Silvia's — editorial layout, custom palette, bilingual copy, conversion-tuned — would have been a 6-week project in a traditional agency model. AI didn't replace the design or strategic thinking. It removed the friction that used to make this scope require a team. I made every call. AI executed the boring middle.
Discovery & Audience Research
Synthesized 8 interviews with Latinas in Europe into recurring pain points and language patterns.
Recruited & ran the interviews. Built the audience persona myself; killed AI-suggested patterns that flattened cultural nuance.
Visual System & Brand
Generated palette options around «warm trust» brief; suggested editorial type pairings.
Every taste call: final rose hex, type combination (Newsreader × Work Sans × Libre Baskerville), spacing rhythm, photo card radius.
Copy Direction & Microcopy
Generated 6 headline variants per section, alternative CTA copy in Spanish, Italian punctuation patterns.
Worked directly with Silvia to refine her voice; rewrote AI drafts to sound like her, not like ChatGPT-Spanish.
Production Code & Launch
Scaffolded responsive HTML/CSS from Figma specs, generated Calendly & WhatsApp embed snippets, drafted SEO meta.
Refined every interaction (hover-lifts, gradient dividers, pill CTAs), QA on 6 viewports, launched and connected to Silvia's domain.