El Palacio de Hierro
A digital evolution for Palacio de Hierro, blending modern Ui with the sophistication of a legacy luxury brand. The goal: enhance the shopping experience while staying true to its premium identity.
Role:
Senior Visual Designer
Contribution:
Wireframes, Ui Design, Design System
Duration:
2 years
As a Senior Visual Designer, I worked on key areas of Palacio de Hierro’s e-commerce platform, focusing on both mobile and desktop experiences. A core part of my role was redesigning the checkout flow to reduce friction, clarify steps, and increase purchase completion.
With improved hierarchy, clearer interaction patterns, and a mobile-first approach, the new experience led to a 35% increase in completed purchases. The result is a smoother, more elegant path to conversion that reflects the brand’s premium identity while enhancing usability for everyday customers.
Checkout
A refined checkout experience designed to reduce drop-off and streamline the path to purchase, making it easier for users to complete their orders and boosting overall conversion.
Designed with a mobile first approach, the new checkout flow prioritizes clarity and speed on smaller screens, while scaling seamlessly to desktop ensuring a unified and frictionless path to purchase across devices.
Design System
To ensure consistency across the entire e-commerce experience, we collaborated on a scalable design system tailored to Palacio de Hierro’s brand. I worked on defining and documenting reusable components that aligned with the visual language and business goals.
This system helped streamline the design process, improved handoff with development, and laid the groundwork for future scalability across desktop and mobile platforms.
