For Librerías Gandhi, Mexico's premier bookstore chain and leading cultural e-commerce platform, I led the UX research, technical auditing, and product design to optimize their end-to-end checkout funnel native to VTEX FastStore. Working in strategic partnership with 3Devs, the challenge was to eliminate heavy mobile friction, stabilize payment gateway approval rates, and resolve user cognitive fatigue across a high-volume retail ecosystem.

The work began with a data-driven heuristic audit and Microsoft Clarity heatmap analysis to pinpoint critical drop-off zones. From there, I restructured the information architecture and architected a high-contrast modular UI system.

The shopping cart was re-engineered into an active conversion tool featuring free-shipping gamification, while identification workflows were streamlined with frictionless Guest Checkout and real-time field validation.

Omnichannel fulfillment and technical resilience drove the execution. I designed an integrated Click & Collect experience featuring interactive geolocation maps to connect digital shoppers with physical bookstore branches across the country. For the payment engine, I architected advanced workflows for split billing (combining two payment methods or buy-now-pay-later platforms), digital wallet integration, and embedded Club TINTA loyalty onboarding right above the final call to action.

The result is a fast, predictable, and highly stable digital checkout system that drastically reduced mobile abandonment and recovered transaction trust, supported by an actionable order confirmation experience engineered for long-term customer retention.

Created in strategic partnership with 3Devs.

UX Research, Product Design & UI Architecture — Giovanni Vidaurri

VTEX Architecture, Frontend Development, Payment Gateway Integration & Code Optimization — 3Devs Engineering Team