Turquesa E-commerce | Caso de estudio UX/UI

About the Project

Planning and design of an e-commerce platform for Turquesa, a clothing brand targeting teen and kids audiences, with both wholesale and retail sales.
The goal was to develop a platform that would allow the brand to expand its reach beyond local commerce and offer a better shopping experience to its customers. The website needed to be intuitive, functional, and provide smooth navigation for all users.
This project aimed to strengthen the brand’s digital presence and increase online sales.

Problem

The brand required an e-commerce solution capable of managing two types of customers: wholesale and retail, with a clear differentiation in pricing and offers.

The site displays the full product catalog to both customer types, while offering exclusive discounted pricing for wholesale users, visible only after verification.

Solution

Design of a website that presents a complete product catalog, with access to imagery, clear descriptions, and pricing, alongside the integration of secure payment methods—providing users with a reliable, frictionless shopping experience.

A registration and login system was implemented, allowing users to select their role during sign-up and access the corresponding features, along with a differentiated pricing system that displays exclusive prices for verified wholesale users, visible only after registration and account verification.

Navigation was carefully designed to be simple and intuitive, with a clear category structure and a responsive layout that ensures an optimized experience across mobile devices.

Design methodology

User Research

A fundamental process that enables the brand to understand the real needs, behaviors, and expectations of its users, in order to optimize their experience, improve satisfaction, and help build brand loyalty and customer retention.
Design and development decisions are aligned with user expectations, ensuring that the website not only meets their needs but also stands out in a competitive market.

Surveys and interviews

An online survey and user interviews were conducted to identify motivations, frustrations, and understand the needs of potential users when shopping in online stores..
The data collected made it possible to assess overall user preferences and make data-driven decisions regarding the website’s features.

Age range

Genre

Motivations

Frustrations

Key Insights

Teenagers

They prefer visually appealing and dynamic interfaces, with quick access to reviews, promotions and the ability to easily share on social media.
They value quick and simple experiences and can become easily frustrated by lengthy processes or complex interfaces.

Parents and young adults

They value site reliability, ease of use, and transparency throughout the purchasing process. They expect to find what they are looking for quickly.

Wholesale customers

They seek efficient navigation, with fast access to products, pricing, and purchasing requirements. They value special volume-based offers and responsive support to resolve any issues during the buying process.

Competitive analysis

Conducted to identify best practices in design and strategy, and to evaluate which features are essential to deliver a more competitive user experience.
This analysis helps define which elements to prioritize in order to improve user interaction, identify areas for improvement and differentiation, and make informed decisions that optimize both usability and visual appeal—always aligned with user expectations and needs.