CFL — UX/UI & Shopify Web Design

As a UX/UI designer, I participated in the creation of Con Faldas y a lo Loco’s new online store. My role was comprehensive, covering everything from information architecture to the purchase experience and loyalty strategy, working closely with a Shopify developer and directly with the client.

The main goal of the project was to establish the brand online and increase sales beyond social media presence, building a distinct digital identity. The store was designed for a target audience primarily composed of women over 50, making it essential to create a clear, intuitive, and easy-to-use interface that guides exploration and purchase naturally.

Design Approach and Key Contributions

Site Structure & Content

Design and planning of the website’s full structure, from main menu to submenus and internal hierarchies, ensuring clear and intuitive navigation.

Selection of content for the homepage, prioritizing products, categories, and promotions strategically to capture user attention and drive conversions.

Navigation & Visual Priorities

Organization of categories and subcategories based on search habits and product popularity. Selection of featured campaigns according to sales goals and key dates (new collections, sales, or special promotions). Integration of visual elements that facilitate exploration and encourage interaction, such as banners, labels, and clear calls-to-action. This planning ensures each visit is coherent, engaging, and conversion-focused, reflecting both the brand identity and user needs.

Checkout & Purchase Experience

Improvement of the checkout process and the user journey from product view to final payment, reducing friction and increasing conversions.

Brand & Visual Identity

Creation of a modern aesthetic with light typography, clean images, and a fresh style that reflects the brand’s personality. Integration with social media to ensure consistent branding across all channels.

CRM Design & Management

Integration and design of email marketing campaigns aligned with the brand identity, aimed at nurturing potential customers and encouraging repeat purchases.

Designing Value-Add Features

Definition of incentives such as newsletter signup discounts, first-purchase discounts, and informative banners about free shipping on minimum orders.

Results & Insights

The project established Con Faldas y a Lo Loco’s new online presence by creating a clear, intuitive, and easy-to-use store tailored to women over 50. UX/UI improvements, from information architecture to the purchase flow, made exploration and buying more natural, enhancing the overall shopping experience.

‍

The website increased sales beyond the brand’s social media presence and allowed the brand to reach customers outside the city by enabling package deliveries. Clear, transparent messaging—including delivery times—reinforced trust and strengthened the brand’s digital identity. Loyalty strategies, such as targeted promotions and follow-up communications, helped fidelize customers, encouraging repeat purchases and long-term engagement.

‍