- Agile Experimentation
- Innovation
We redesigned the value proposition for Construye-Experto, a learning platform that aims to connect with builders through education. The goal was to strengthen engagement by aligning with their real motivations, contexts, and learning needs toward 2025.
Facilitated a collaborative workshop to synthesize the team’s know-how and insights from previous studies.
Listened directly to master builders to capture their perspectives, language, and aspirations nation-wide.
Designed an ideal value proposition with an emotional narrative that celebrates the builder as an expert — identifying key levers for attraction and loyalty, aligned with their digital and economic realities.
We never saw SALSA as a supplier, but as a true partner. There was independence, trust, and strategic vision — they challenged us with clarity and gave us more than we asked for.
Guillermo Magán
Product Manager
We redefined the value proposition centered around the user’s perspective — adding emotional and functional elements that strengthen the bond with the platform.
We uncovered hidden motivations that now guide design and communication decisions.
We established a 2025 roadmap focused on acquisition, engagement, and relevant content.
We deepened the organization’s understanding of the builder profile — through a more holistic and updated lens.
We set the foundation for more inclusive, motivating, and effective learning experiences.
This project connected us with a powerful and resilient community — rich in knowledge, experience, and pride.
By listening to construction foremen in their everyday reality and understanding what they value and aspire to, we were able to redesign with greater purpose and meaning.
Today, Construye-Experto doesn’t just teach — it recognizes, dignifies, and amplifies the wisdom of those who build the country every day.
