Naranjo Cadena, Andrés FelipeMedina Escudero, AlejandroRodriguez Carabalí, Juan José2025-03-172025-03-172023-06-01https://hdl.handle.net/10906/130202Abstract Purpose: This paper aims to address the communication and visibility challenges faced by INNLab, the innovation center at Universidad ICESI. Despite its rapid growth and successful collaborations with prominent regional companies such as Banco W, Incauca, and Grup o Sura, INNLab has struggled with informal communication channels, limited online presence, and a lack of defined visual identity. The primary o bjective of this project is to develop a digital platform that enhances INNLab's brand recognition and strengthe ns its connection with key stakeholders, thereby improving client perception and facilitating smoother internal processes. Design/Methodology/Approach: The project began with identifying the key technological tools and languages that would align with the project's goals. Vite was chosen to ensure quick load times and smooth user experience. ReactJS and Storybook were used to create scala ble components, a llowing for easy updates across the website. ESLint was implemented to maintain consistent code quality, while Tailwind CSS f acilitated efficient styling directly within HTML files. To render dynamic content, Supabase was used f or database management, and Cloudinary was integrated for multimedia content storage. Strapi served as the CMS, enabling non - programmers to easily update website content. The hosting was handled by Render, ensuring fast and reliable access to the website. Two types of user testing were conducted to validate the platform. First, usability tests were performed with potential clien ts, divided into three stages: initial interviews about their experiences with INNLab, usability tasks on the new website, and post - test interviews to gather feedback on their experience with the platform. Second, quantitative interaction data was collected using Hotjar, which provided insights into user behavior through heatmaps, click tracking, session durations, and abandonment rat es over a 14 - day period. Findings : The usability tests revealed that users found significant value in the new platform. They appreciated the ease of contactin g INNLab and noted improvements in the speed of internal processes for quotations. Key feedback included positive remarks about the platform's clear structure and intuitive design, although some issues such as the prominence of company logos were identified and subsequently addressed. Ho tjar analytics showed high engagement with an average session duration of 9:28 minutes and a low click frustration rate of 0.3%. However, a 20.1% bounce rate indicated that further optimization is needed to encourage deeper exploration beyond the landing page. Practical Implications : This project demonstrates the practical benefits of implementing a modern digital platform for academic innovation centers. The results highlight how such a platform can significantly enhance client interactions, streamline internal processes, and b oost overall brand visibility. The methodology and tools used provide a replicable model for other institutions seeking similar improvements in their digital presence. Originality/Value : This paper contributes to the field by offering a detailed case study on the integration of advanced web technologies to so lve communication and visibility challenges in an academic innovation center. The comprehensive approach, combining qualitative u se r feedback with quantitative interaction data, provides valuable insights into user - centered design and technology integration. This case study serves as a valuable resource for other innovation centers and academic institutions aiming to enhance their dig ital engagement and operational efficiency. Keywords INNLab, digital platform, web development, user experience, communication, innovation center, Brand recognition, stakeholder engagement.II. INTRODUCCION -- A. Árbol del problema -- B. Problema a trabajar -- C. Antecedentes -- D. Consecuencias -- E. Delimitantes -- F. Objetivo General -- G. Strapi -- H. Render -- IV. RESULTADOS Y DISCUSIÓN -- V. CONCLUSIONES -- VI. REFERENCIAS BIBLIOGRÁFICAS -- VII. ANEXOS8 páginasDigitalapplication/pdfspaEL AUTOR, expresa que la obra objeto de la presente autorización es original y la elaboró sin quebrantar ni suplantar los derechos de autor de terceros, y de tal forma, la obra es de su exclusiva autoría y tiene la titularidad sobre éste. PARÁGRAFO: en caso de queja o acción por parte de un tercero referente a los derechos de autor sobre el artículo, folleto o libro en cuestión, EL AUTOR, asumirá la responsabilidad total, y saldrá en defensa de los derechos aquí autorizados; para todos los efectos, la Universidad Icesi actúa como un tercero de buena fe. Esta autorización, permite a la Universidad Icesi, de forma indefinida, para que en los términos establecidos en la Ley 23 de 1982, la Ley 44 de 1993, leyes y jurisprudencia vigente al respecto, haga publicación de este con fines educativos Todo persona que consulte ya sea la biblioteca o en medio electróico podrá copiar apartes del texto citando siempre la fuentes, es decir el título del trabajo y el autor.http://creativecommons.org/licenses/by-nc-nd/4.0/bachelor thesishttps://biblioteca2.icesi.edu.co/cgi-olib/?oid=363945info:eu-repo/semantics/openAccessAttribution-NonCommercial-NoDerivatives 4.0 InternationalINNLabCommunicationExperiencia de usuarioInnovationsPlataformas digitalesStakeholdersTrabajo de Grado en Diseño de Medios Interactivosinstname:Universidad Icesireponame:Biblioteca Digitalrepourl:https://repository.icesi.edu.co/http://purl.org/coar/access_right/c_abf2