Max Gatica | Web Designer & Graphic Designer

Language

Groovy

Groovy is a national clothing brand (Argentina) born in 2019, from a sketchbook of different illustrations and sketches of the owner Jeremías Diberto. The brand aims to bring together different fields of art - design and sport to create unique and original garments.

Groovy is a national clothing brand (Argentina) born in 2019, from a sketchbook of different illustrations and sketches of the owner Jeremías Diberto. The brand aims to bring together different fields of art / design and sport to create unique and original garments.

CATEGORY

UX UI Design

CLIENT

Jeremías Diberto, AR

YEAR

2024

WEBSITE

Overview

After launching its first e-commerce model which ran until early 2024, the task was to develop a complete overhaul, which included improving its user experience and also coming up with a new graphic interface concept that would easily adapt to the brand's identity, as well as to the shopping experience of its customers.

User Experience Renovation.

New Graphic Direction:

New Graphic Direction.

Adaptation to Multiple Devices.

Loyalty and Conversion.

Challenge

The challenge was to redesign Groovy's digital experience, aligning the e-commerce with its artistic and sporty identity, while enhancing the shopping experience for its users. The design process included a key stage of UX Research, analyzing popular products and studying competitors to identify unique opportunities and strengthen brand presence. Creating an innovative visual concept was key to making Groovy stand out in the marketplace.

An optimized User Flow was developed to simplify the buying process and, through interactive prototypes, iterative testing was conducted to validate design decisions. In addition, a unique UI Kit was designed to establish a consistent and scalable visual system for future e-commerce needs.

— UX Research and competitive analysis.

— Creation of the visual concept.

— User Flow of the purchasing process.

— Prototyping and testing.

— Innovative UI Kit design.

Results

Groovy's e-commerce redesign had a positive impact, significantly improving both user experience and business results. The site is now more visually appealing, strengthening the emotional connection with the audience, while improvements in the checkout flow increased conversions and reduced friction in the purchase process. In addition, traffic to the site grew significantly, consolidating Groovy as a key reference in its segment.

— Increased web traffic: Increased visibility and attraction of new users, driven by visual redesign and usability improvements.

— Improved sales: New, more efficient checkout flow and mobile-first design helped increase conversions.

— value for the user and the customer: A memorable digital experience thanks to an eye-catching interface aligned with Groovy's identity.

— Brand consolidation: The renewed e-commerce reinforced Groovy's positioning as an innovative and creative brand in the market.

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