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  • Product Designer

Sneakers

Store

  • Field
  • E-commerce
  • Date
  • 2024
  • Skills
  • Web Design, UX / UI Design, Brand Redesign
  • Tools
  • Analytics, FigJam, Figma

The brand: Sneakers Store is an e-commerce platform for premium sneakers

Sneakers Store (SS) is an e-commerce platform for premium sneakers, offering features like product comparisons and a loyalty rewards program. SS approached us to redefine their visual identity and improve the user experience of their site, which had grown outdated and complex for both users and their internal team.
Collaborating with a team of talented freelancers, we revamped SS’s brand guidelines and incorporated them into a sleek new site design. The project tackled not just UX and visual updates but also enhanced SEO, accessibility, and their overall content strategy. We also modernized business processes to streamline user interactions and internal workflows

The strategy: Reorganize, identify, simplify, integrate

SS’s original website lacked structure, making it challenging for users to explore their products or understand the delivery process. The buying journey was burdened by an overly complex logistics system and confusing communication touchpoints (e.g., multiple emails during the order process that felt spam-like).

  • Reorganized their content into a clear sitemap and journeymap, streamlining how users navigate the site.
  • Identified key pain points using analytics, such as low conversion rates on the product page and fragmented user flow.
  • Simplified the checkout process by optimizing technical workflows and refining the purchase verification process to reduce redundant email communications.
  • Integrated Webflow’s CMS, empowering SS to manage future updates independently without compromising the layout or functionality.

The design: As a premium sneaker brand, SS needed a visual identity that felt modern

As a premium sneaker brand, SS needed a visual identity that felt modern, accessible, and aligned with their values. We focused on accessibility at every step:

  • Selected contrasting color palettes for high visibility.
  • Chose the Atkinson Hyperlegible font, designed to improve legibility for users with visual impairments.
  • Enhanced navigability with keyboard-friendly interactions and clearly labeled buttons for screen readers.

Throughout the process, we collaborated closely with SS, educating their team on design principles and challenging expectations when necessary to ensure compliance with accessibility standards.
Additionally, we optimized the site’s homepage—the primary source of traffic—to convert visitors effectively. This was paired with updated product and delivery status pages designed to improve clarity and reduce friction in the purchase journey.

Shall we?

I work with English and Spanish-speaking teams to create digital experiences. Want to work together?

México / Madrid

Here's my CV
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Thanks for reviewing my profile! I know how tough it is to find the right fit, and I appreciate your time. Looking forward to connecting!   (: