Abacus — UX/UI & Multichannel Campaigns

As a UX/UI and graphic designer, I led the conceptualization, design, and enhancement of Abacus’ B2C and B2B websites, including the design and optimization of the complete website, preparation of all graphic assets, and improvement of layouts and user flows. I worked closely with marketing, product, and data teams, ensuring that UX/UI design aligned with campaigns and business goals, making decisions based on purchasing habits, key campaigns (such as Sant Jordi, Christmas, Black Friday, and back-to-school), and the needs and interests of the audience. This collaboration ensured that every interaction was strategic, brand-consistent, and visually compelling across multiple channels, including web, social media, and CRM.

The project’s main objectives were to improve the user experience, boost conversion, and strengthen the brand’s digital presence for both individual customers (B2C) and professionals and schools (B2B).

Design Approach and Key Contributions

Multichannel Campaign Creation

Development of commercial campaigns and creative assets for both online (B2C, B2B, Instagram, Apple Store, email) and offline channels, ensuring brand consistency and alignment with the objectives of each launch.

B2B UX/UI Optimization

Creation, testing, and validation of new features for the B2B website, specialized in wholesale sales to schools. This included the “Back to School” campaign, with the development of customized school packs according to grade and institution, enabling bulk purchases for educational organizations and tailoring the experience to different types of users.

Exceptional St. Jordi

Adaptation to COVID-19–driven changes by transforming the traditional Sant Jordi book signings—typically held in person with authors—into a fully digital experience. Readers could select online author signatures for the books they purchased directly from the website. All the authors signed books remotely via a robotic arm and live video call, ensuring audiences stayed connected and could still enjoy the tradition while receiving a personalized book. You can see the video of the action in the following YouTube video.

App Store Visuals

Design of the promotional assets and screenshots for the Abacus online shopping app version, following a clean, aspirational style inspired by Apple Store aesthetics, and adapted to Google Play formats to ensure a consistent digital identity.

B2C Website Enhancements

Website Menu Redesign

Redesign of the main navigation menu, focusing on information architecture to help users find what they are looking for more quickly, and on visual design by incorporating clear and attractive iconography. Continuous improvement of the B2C user experience was central to this process.

Advanced Website Search

Implementation of an autocomplete system with intelligent suggestions based on user behavior, designed to facilitate product searches. Additionally, a history of recent searches and purchases was incorporated, improving the efficiency of future interactions and creating a more personalized and seamless experience, aligned with key campaigns and strategic objectives.

Checkout Screen Redesign

Redesign of the shipping screen in the checkout to clearly separate the “Home Delivery” and “Abacus Store Pickup” options, making it easier for users to choose the appropriate option based on their needs. Visual hierarchy, information clarity, and selection flow were improved, ensuring a more intuitive and efficient experience, reducing errors, and simplifying the purchase decision.

Delivery Flow Redesign

Redesign of the checkout screen to accommodate active brand campaigns, such as Bonus Cultura, implementing dynamic discounts for selected items and boosting conversions, while ensuring an intuitive, efficient experience aligned with business objectives.

Results & Insights

The projects strengthened Abacus’ digital presence by improving usability, boosting conversion, and creating a consistent, engaging experience for all users. Multichannel campaigns, graphic materials, and UX/UI enhancements ensured the interface was clear, intuitive, and aligned with business objectives.

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Web improvements made the site more intuitive, agile, and easy to navigate, increasing sales and enhancing the shopping experience—especially during the pandemic, when users accustomed to in-store shopping needed to order quickly and safely from home. Clear, transparent messaging, including delivery times, reinforced trust and helped fidelize customers, encouraging repeat purchases and long-term engagement.

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Feel free to check out the rest of my projects at Abacus Cooperativa.

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