Paco El Chato
Paco El Chato is a national study companion that serves millions of Mexican students with curriculum-aligned guides and homework support. Our objective was to transform a dated, transactional homework tool into a scalable, personality-driven experience.
- Client
- Paco El Chato
- Services
- Digital Strategy, UI & UX Design, Illustration, Web Development, Cloud Services
Working closely with the Paco El Chato team, we rethought the product from the ground up, pairing emotional design with modern engineering.
The platform now centers on a guiding mascot with a distinct personality, gratitude-driven interactions, and a personalized, COPPA-compliant profiling system, so the experience feels like a companion rather than a utility. Underpinning it is a custom content management system that lets the team update thousands of study guides the moment national curricula change, keeping the platform accurate at national scale.
Since its relaunch, Paco El Chato has deepened its connection with students, who increasingly reach out with messages of appreciation. It has also driven a 500% increase in branded search as users began seeking out the platform by name, establishing the scalable foundation for the story-driven, gamified products that followed.
