Project
Fashion Retail
C&A Mexico - Website Redesign
About C&A
C&A is a renowned international fashion retailer with a rich history dating back to 1841. Established in the Netherlands, the company has grown into a global presence, known for offering accessible fashion to a wide demographic. C&A Mexico, as part of this expansive network, has served the Mexican market by providing a diverse range of clothing and accessories, adapting global trends to local preferences.
Tools
Figma
VWO
Jira
Adobe Creative Suite
Design Systems
My Role
UX / UI Designer
Project Type
Responsive Website
Duration
6 months
The Problem
Modernizing a Legacy E-commerce Experience for a Global Fashion Leader
C&A Mexico’s e-commerce platform represented a critical opportunity for digital transformation. Despite its established presence, the legacy system suffered from an outdated UI and high cognitive load during the navigation process.
Over time, these structural inefficiencies began to hinder product discovery, resulting in a direct impact on customer retention and mobile conversion rates. Our challenge was to deconstruct these legacy development hurdles and engineer a scalable, user-centric solution capable of competing in the highly dynamic and fast-paced fashion retail market.
The Solution
Engineering an Intuitive & Scalable Digital Ecosystem
The strategic response involved a comprehensive, user-centered redesign of the C&A Mexico platform. By leveraging qualitative data and performance insights, we modernized the entire interface and optimized the information architecture to ensure a frictionless shopping experience.
Key implementations included a responsive framework and integrated navigation features that prioritize speed and ease of use. This transformation focused on building a visually compelling and technically sound platform designed to maximize customer engagement, trust, and long-term business growth.
Empathize
Competitive Analysis
Our team conducted a multi-brand audit of global retailers—including H&M, Bershka, and Pull&Bear—to identify critical friction points in the digital shopping journey. By collaboratively synthesizing our findings, we pinpointed essential opportunities to optimize the Homepage, PDP and PLP navigation. This collective benchmarking allowed us to define a modern UI strategy that prioritizes visual hierarchy and intuitive filtering, ensuring our solution outperformed common market weaknesses in product discovery.
Empathize
Data-Driven Empathy & Friction Analysis
To gain a deep understanding of user behavior beyond the surface, our team conducted a thorough analysis using heatmaps on VWO and direct user feedback. This synthesis of data allowed us to identify specific areas of friction where users were dropping off, transforming raw observations into actionable design opportunities. Our key findings were categorized into four pillars.
Navigation & Discovery
Our team identified that users struggled to locate specific categories. We focused on streamlining the global navigation and search logic to ensure a frictionless discovery process across all devices.
Product Information
Through our research, we found that users required more garment fit details to shop with confidence. We prioritized clear sizing guides and model references to enhance purchase certainty and reduce return rates.
Checkout & Delivery
Our team recognized a need for greater transparency regarding payment security and shipping timelines. We addressed this by clarifying the information hierarchy within the checkout funnel and order tracking experience.
Engagement & Personalization
By analyzing user behavior, our team discovered opportunities to foster loyalty through better product loops. We aimed to create a more personalized journey that keeps users engaged beyond their initial search.
Empathize
User Persona 1
Jaime
Software Engineer
Jaime is a software engineer based in Mexico City who balances a corporate lifestyle with a passion for technology. He values looking professional and trendy but requires a highly efficient shopping experience that minimizes decision fatigue and saves him time.
Age: 25
Location: Mexico City, MX
Tech Proficiency: High
Gender: Male
Goals
Efficiently source high-quality, trendy fashion that aligns with a modern professional aesthetic without a high time investment.
Utilize seamless online payment methods and reliable in-store pickup options to fit his corporate schedule and avoid shipping delays.
Quickly identify and access the latest seasonal collections through an intuitive interface that prioritizes new arrivals.
Frustrations
Our team discovered that Jaime feels frustrated when digital product descriptions are inaccurate or fail to reflect the physical item's details.
He often struggles to locate the newest products on the site due to a navigation system that doesn't clearly highlight inventory updates.
Our research revealed frustration when items found in physical stores are missing or cataloged differently on the website, causing a fragmented experience.
Empathize
User Persona 2
Sandra
Homemaker
Sandra is a family-oriented shopper balancing the needs of two young children. She values the tactile experience of physical retail but requires a reliable digital platform that provides the same level of trust, specifically focusing on durability, comfort, and time efficiency for her household.
Age: 40
Location: Guadalajara, MX
Tech Proficiency: Intermediate
Gender: Female
Goals
Identify durable and comfortable clothing options that maximize the family budget without compromising on quality or style.
Access precise sizing information and fit details to ensure that every order is correct, minimizing the logistical hassle of returns.
Utilize a streamlined interface to complete family purchases quickly, allowing her to prioritize more quality time with her children.
Frustrations
Frequent uncertainty caused by inconsistent sizing charts across different product categories, which complicates the decision-making process.
Cluttered and non-intuitive menu structures that increase the time and effort required to locate basic children’s essentials.
Limited transparency regarding material durability and fabric quality compared to the physical experience of shopping in a mall.
Empathize
Empathy Map
Define
Unpacking the Problem
To transform our research findings into actionable design goals, our team employed the 5Ws and H framework. This collaborative methodology enabled us to synthesize diverse user challenges into clearly defined problem statements, ensuring our subsequent design phases directly addressed the most critical user needs.
Define
Problem Statement for Jaime (Software Engineer)
Jaime is a busy professional who requires a more streamlined and accurate product discovery experience. Our team identified that current navigational friction and information misalignment prevent him from efficiently sourcing the latest trends, making it difficult to integrate digital shopping into his demanding schedule.
Define
Problem Statement for Sandra (Homemaker)
Sandra is a family-oriented shopper who needs a more transparent and reliable online journey to purchase essentials. Our research revealed that inconsistent sizing data and limited product transparency create significant purchase uncertainty, making the current platform feel less trustworthy for her family’s specific needs.
Define
Insights to HMWs
Insight
Our research revealed that shoppers find the current e-commerce experience frustrating due to an outdated UI, fragmented navigation, and a lack of clear product information.
How Might We help customers discover products intuitively and shop with total confidence on the C&A Mexico platform?
Insight
For Jaime, our team identified that inaccurate product descriptions and a difficult navigation system are primary friction points that hinder his fast-paced shopping style.
How Might We create a modern and efficient discovery experience so that users can easily find trendy items and make informed, rapid decisions?
Insight
For Sandra, purchasing clothing for her family is complicated by inconsistent product details and unreliable sizing information, which directly impacts her trust in the online store.
How Might We provide accurate and reliable product data so that busy shoppers can quickly and confidently make purchases for their entire family?
Ideate
Goal Statement
Our redesigned C&A Mexico e-commerce platform aims to empower users with an intuitive navigation system and transparent product information. By creating a modern, user-centric ecosystem, we will enhance shopping efficiency and build consumer confidence, directly addressing the friction points identified in our research.
This transformation is strategically engineered to reduce bounce rates and optimize the conversion funnel, ultimately driving increased business revenue. We will measure the success of our intervention by closely monitoring key performance indicators (KPIs), including user engagement depth, checkout completion rates, and overall conversion metrics.
Design
From Strategy to Aesthetics
Following our research and problem definition, our team focused on translating strategic insights into a tangible digital solution. This iterative process began with low-fidelity sketching and information architecture mapping to ensure that every structural decision directly addressed the pain points of Jaime and Sandra before moving into high-fidelity refinement.
Lo-Fi Wireframes
Design
Moodboard & Styleguide
he new visual direction for C&A Mexico is anchored in a minimalist and clean aesthetic, designed to let the products take center stage. Our team developed a neutral color palette of grays, blacks, and whites to create a sophisticated and timeless backdrop, allowing the brand’s primary colors to serve as powerful, intentional accents.
Hi-Fi Wireframes & Final Design
Homepage (Mobile)
Homepage (Desktop)
Product Detail Page
