Mayoral has been designing and selling children's clothing for over 80 years. It operates in more than 75 countries worldwide, with over 150 flagship stores and 8,000 points of sale.

In recent years, responding to market demand, Mayoral has intensified its digital presence and significantly increased its online sales. E-commerce has become one of the company's key sales channels globally.

One of the main challenges the company faced when I joined was its strong commitment to digital transformation, both internally and in its online sales channel. The e-commerce platform had only been operating for five years, yet the team had grown sevenfold during that time.

This project required a complete overhaul of the e-commerce infrastructure and impacted all areas, including design. Several initiatives were undertaken to increase revenue, streamline delivery times, and improve product consistency.

As a UX/UI Designer, my role was to provide design services to various teams and stakeholders. I worked closely with the CRO team to develop new features that enhanced the shopping experience, tested business hypotheses, and targeted key metrics impacting conversion, customer retention, repeat purchases, and average order value. We achieved this through A/B testing, competitive benchmarking, metric tracking, and heatmap analysis.

I also collaborated closely with the web content team, designing key pages such as the homepage and multiple campaign landing pages. To improve efficiency, my team and I developed a UI kit tailored to their specific needs. This allowed us to reduce page design time by up to 50% while also enabling the content team to work independently without relying on designers.

I worked with product managers and developers to define, design, and implement various business-driven features throughout the entire purchase journey. My responsibilities included facilitating seamless design-to-code handoffs to minimize friction for the development team, creating user journeys, delivering and presenting high-fidelity prototypes, documenting design processes, and detailing design specifications.

As part of our vision that design should drive business value, my team and I defined the scope and requirements for a new design system. We established clear milestones and focused on creating a system that would reduce delivery times while ensuring brand and product consistency.

We prioritized alignment with the development team, involving them from the start of the project. One of the key challenges we faced was inconsistencies in the implementation of core components, often leading to communication gaps and a lack of cohesion between design and development. By addressing these issues, we ensured a more seamless and scalable design system.