Groovy - E-Commerce / UX - UI

Groovy is a national clothing brand from Argentina, founded in 2019 by Jeremías Diberto, inspired by his sketchbook of illustrations. The brand unites art, design, and sport to create unique and original garments.

Overview: After launching its first e-commerce model, which ran until early 2024, the goal was to completely overhaul the platform. This included enhancing user experience and developing a new graphic interface concept that aligns with the brand's identity and improves the shopping experience for customers.

Challenge: The challenge was to redesign Groovy's digital experience, aligning the e-commerce platform with its artistic and sporty identity while enhancing the shopping experience for users. The design process included a crucial stage of UX research, analyzing popular products and studying competitors to identify unique opportunities and strengthen brand presence. Creating an innovative visual concept was key to making Groovy stand out in the marketplace.

An optimized user flow was developed to simplify the buying process, and interactive prototypes were tested iteratively to validate design decisions. Additionally, a unique UI kit was designed to establish a consistent and scalable visual system for future e-commerce needs.

Groovy's e-commerce redesign had a positive impact, significantly improving both user experience and business results. The site is now more visually appealing, strengthening the emotional connection with the audience. Improvements in the checkout flow increased conversions and reduced friction in the purchase process. Additionally, traffic to the site grew significantly, consolidating Groovy as a key reference in its segment.

Increased Web Traffic: Enhanced visibility and attraction of new users driven by visual redesign and usability improvements.

Improved Sales: A new, more efficient checkout flow and mobile-first design helped increase conversions.

Value for Users and Customers: A memorable digital experience thanks to an eye-catching interface aligned with Groovy's identity.

Brand Consolidation: The renewed e-commerce platform reinforced Groovy's positioning as an innovative and creative brand in the market.