Vidal & Vidal e-commerce redesign

Redesigning Vidal & Vidal’s e-commerce— a Spanish jewelry brand— within a limited budget to elevate the brand with a refreshed UI and enhance the user experience through a thorough audit and usability improvements.

Role

Lead Designer

Employer

Vidal & Vidal

Platforms

WEB

Areas

Design

Understand

In this phase, I applied my expertise in heuristic evaluation to identify usability issues and uncover opportunities for improvement, while gathering key stakeholder requirements to align the redesign with business and user needs.

Explore

Afterwards, I tackled the identified challenges by redefining the information architecture, validating user flows, and developing wireframes for potential solutions. I iterated through several rounds of stakeholder feedback to refine the design. The process culminated in a final design proposal, ensuring alignment with both user needs and business objectives.

Materialize

The implementation was executed in a single rollout, successfully achieving the goal of migrating their e-commerce platform from Magento to PrestaShop to reduce operational costs.

Impact

I don’t have data on the impact of the redesign on business performance and user experience, as I transitioned to a new role shortly after the e-commerce launch. However, I believe the results were positive, as we significantly improved usability with minimal resources while also equipping the business with new tools to enhance sales.