E-commerce optimization
Before
Context:
This project was developed within the Interfaces and Web Desing course at Universidad del Aconcagua, under the guidance of Alejandro Cruz Bacic. The goal was to optimize an existing website using the principles of UX Desing.
Role:
UX Researcher & Designer — responsible for the optimization and prototyping stages of Crazy Cactus Boutique’s e-commerce redesign. Conducted a full UX audit to identify usability and visual improvement opportunities. Designed a new site structure, created updated imagery and content, and refined the UI to achieve a more cohesive, professional, and conversion-oriented shopping experience.
After
Challenge:
I explored how a maximalist brand could be translated into a digital e-commerce environment, where interfaces are usually minimalist to reduce cognitive load for users. The main challenge was to preserve the brand’s bold, expressive identity—full of patterns, colors, and symbols—while creating a high-quality, user-friendly design that still met UX standards for clarity and usability.
My Contribution
Analysis:
The original website had several issues affecting the user experience. The structure wasn’t intuitive, and the visual identity felt inconsistent — I even found three different versions of the logo, each with its own typeface.
My Contribution:
I redesigned the logo into a cleaner, horizontal version that kept the main elements of the brand. Then, I refreshed the site’s UI by following recent e-commerce design trends, focusing on making it more coherent, user-friendly, and visually aligned with the brand’s personality.
Check Out Process
- Shows estimated delivery date clearly.
- Includes a progress bar at the top for navigation clarity.
- Displays transparent pricing, including taxes and shipping.
- Adds secure payment indicators to build trust.
- Ends with a clear confirmation screen summarizing the order.
Why does this optimization matter?
Behind every purchase, there’s someone trying to make another person feel special — even from miles away. This redesign was built for those customers: to give them a smoother, more delightful way to choose, buy, and send gifts. The goal was not just to improve usability, but to create a digital experience that reflects care, connection, and the joy of giving.