LCCC | eCommerce Redesign
Mauro Semedo
first impression
La Carrera 416, a culturally driven streetwear brand rooted in cycling and self-determination.
The existing site didn’t reflect the strength of the brand. My goal was to build a sharper, more intentional eCommerce experience that communicates identity, creates desire, and makes shopping easy.
The Problem
La Carrera 416 has a strong philosophy and a loyal following. But the website doesn’t support the brand’s depth or energy.
No clear value proposition or story above the fold
Poorly structured navigation and visual layout
Collections have meaning, but the stories aren’t introduced or explained
The hero section lacks impact and doesn’t invite you in
Product pages feel empty; missing detail, trust, and character
The site lacks a defined brand identity and doesn’t feel professionally built
As a result, the brand doesn’t come through. It feels flat, like something important is being hidden behind weak design choices. That needed to change.
My Approach
The goal wasn’t just to redesign a website, it was to make the brand legible. The spirit of Maquina Humana, cultural pride, and movement had to come through in every detail.
I focused on three core areas:
Brand clarity – Start with who they are and why it matters
Product storytelling – Treat each piece as part of a larger narrative
Conversion structure – Design a path that supports curiosity and buying
about the brand
collection presentation
Homepage
Rebuilt from the ground up.
Bold headline rooted in the brand’s values
Visual rhythm that guides the user from identity to product
Clear sections for collections, story, and movement
mobile version homepage
About Page
Created a complete brand story from scratch.
Clean layout
Tone aligned with how they speak
Covers origin, mindset, cultural roots, and global crew
intro to the brand
about the brand
call to action
Product Pages
Rewrote everything.
Description that ties into the collection theme
Accordions for fit, fabric, philosophy, and shipping
Social proof added as a quiet brand statement
Clear hierarchy and mobile-ready flow
product presentation
product details
complete the look
mobile version pdp
Good design reveals what already exists. La Carrera didn’t need a new identity, it needed a site that understood it.
This project shows how eCommerce UX, copy, and structure can strengthen a brand that already has meaning but isn’t expressing it.
Let's work together.
If you’re building a brand with strong values and the website isn’t pulling its weight, I’d love to help.
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Posted May 19, 2025
La Carrera 416 has a strong philosophy and loyal following. However, the website lacks structure, hierarchy, and emotional connection...
