Berria, a Spanish brand specializing in sustainable bags made from 100% recycled materials, had successfully grown its presence with three physical stores in northern Spain. To scale further, the company set its sights on e-commerce, aiming to expand its reach nationwide.

The primary business objective was clear: increase national sales by 5% within the first quarter post-launch by creating a seamless online shopping experience that reflected the brand’s values and built customer trust.

Berria faced the challenge of entering an already crowded market dominated by well-established brands with strong digital presences. Additionally, consumer trust in sustainable fashion was low, with nearly half of shoppers skeptical about greenwashing. While many were willing to pay more for eco-friendly products, they demanded transparency and a brand that authentically aligned its values with its actions. Without a digital presence, Berria needed more than just a well-designed e-commerce site—it needed a strategy to stand out, build credibility, and clearly communicate its mission.

To address this, I conducted extensive research, including customer interviews, market analysis, and competitive benchmarking. The findings revealed that many existing e-commerce platforms suffered from poor usability, transparency was a decisive factor in purchasing decisions, and customization was an untapped opportunity in the sustainable fashion space. These insights shaped the design strategy, which focused on seamless shopping, trust-building through transparency, and product personalization as a key differentiator.

To optimize UX/UI for conversion, we focused on enhancing product discovery and integrating sustainability indicators. We improved navigation with clear filters and an intuitive browsing experience, reducing friction and increasing engagement. Additionally, eco-impact indicators were introduced on product pages, displaying CO₂ and water savings to align with eco-conscious consumer values and reinforce Berria’s sustainability commitment.

Trust was a critical factor in positioning Berria within the sustainable fashion industry. We prioritized transparency by clearly communicating the brand’s sustainability efforts with compelling visuals and factual data, ensuring users understood the environmental impact of their purchases. User-generated content, such as customer reviews and ratings, played a key role in establishing credibility, giving shoppers confidence through real experiences. Additionally, educational content positioned Berria as a thought leader in sustainable fashion, reinforcing its authenticity in an industry where ethical claims are often questioned.

To further set Berria apart, we introduced product customization, allowing users to personalize bags by selecting materials, colors, and even adding custom designs. This unique value proposition was rare in the market, giving customers more control over their purchases and deepening their connection with the brand. Personalization not only increased engagement but also boosted customer loyalty and advocacy, positioning Berria as a premium and exclusive sustainable fashion brand.