Toro Rosa's
eCommerce website
Toro Rosa was a female clothing brand in Costa Rica that produced all its designs locally, employing female workers with the purpose of promoting strong and beautiful women. Unfortunately, it closed after the pandemic due to the challenging market conditions.
MY ROLE
UX/UI Design
TEAM
UX Researcher
TOOLS
Figma
Photoshop
Illustrator
Miro
Overview
Generate an e-commerce platform for Toro Rosa for digital product exposure that facilitates the shopping experience, from Instagram messages to an actual website with product and brand information for higher client engagement.
I joined the Toro Rosa project as a UX/UI designer, collaborating with the founder and another UX researcher to transition the brand from a local storefront to a global online presence.
My primary responsibilities included:
- Design a product/collection page and a payment checkout flow.
- Maintain a user-friendly interface for a clear and optimal experience.
Problem
Toro Rosa primarily sold its products through social media platforms. This approach, while initially successful, began to falter due to several critical issues:
- Delayed Response Times: Customers often faced delayed responses, leading to frustration and a poor customer experience.
- Inventory Management: The absence of a real-time stock list led to situations where products were sold out by the time customers inquired, causing disappointment and lost sales.
- Inefficient Payment Process: Customers had to transfer money to the brand’s bank account, a process that was cumbersome and prone to errors.
These problems indicated a clear need for a more streamlined, efficient, and user-friendly sales process.
Discovery phase
The process began with in-depth research, including competitor analysis, understanding the target demographic, and analysing Toro Rosa’s social media interactions to identify common complaints and issues faced by customers. Key focus areas were ease of navigation, intuitive design, and a checkout process that reassures and guides the user.
- What measures can be taken to ensure that customers receive the same level of service and attention across both online and offline channels?
- How can the customers’ online shopping experience be facilitated?
- How can the website facilitate easy access to information about in-store availability, store locations, and contact details?
Goal
Generate an e-commerce platform for Toro Rosa, integrating a seamless online shopping experience with a cohesive and consistent brand identity across the platform.
Design solutions
To ensure that I’d achieve my goals by the end of my design process, I came up with several interactions that corresponded with each one.
1. User-Friendly Interface
The design of the website is clean and intuitive, making it easy for customers to navigate and find what they’re looking for. This simplicity in design enhances the overall shopping experience, encouraging longer visits and repeat customers.
2. Secure and Varied Payment Options
The website offers a streamlined and secure payment process, accommodating a variety of payment methods. This flexibility not only enhances customer trust but also caters to the diverse preferences of different users, making the checkout process more convenient and secure.
Learnings
It is crucial to understand the client’s overall business because our initial hypothesis was that an e-commerce website would increase sales. However, this overlooked Toro Rosa’s budgetary and managerial limitations.
The closure of Toro Rosa due to deeper financial and management issues highlights that a digital product cannot necessarily resolve fundamental business challenges alone.
- It’s crucial to not just be a service provider but also an advisor who can guide clients on when and how to implement certain solutions, considering their overall business strategy and health.
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