Collaborators: LaMunt (Oberalp Group), LOOP®, Carolina Poch (while at LOOP®) Year: 2023

LaMunt, part of the Oberalp Group, needed an online shop that could do two things at once: perform as a high-converting eCommerce experience while expressing a premium brand world that resonates with women in mountain sports. The goal was not only to streamline purchase flows, but to create a digital presence that attracts the right audience, builds desire and trust, and turns discovery into confident action. As part of the LOOP team, Carolina Poch designed and delivered LaMunt’s online shop and led the validation and refinement of the most critical eCommerce journeys. User testing was conducted across Home, navigation, PLP, PDP, and checkout. Insights from these tests informed iterative improvements that strengthened both clarity and brand experience. The resulting learnings were later applied across additional Oberalp brands, enabling faster optimization without starting from zero for each shop.

PM, Brand & Dev team collaboration.

Design Workshops.

UX flows for JTBDs.

Storytelling.

Design system.

User interface design.

Prototyping & testing.

Dev hand-over.

The work framed LaMunt as a dual challenge: strengthening brand perception while removing friction from a high-consideration eCommerce journey. The project began with alignment on the target audience, brand intent, and the few journeys that truly drive value, from discovery to checkout.

As part of the LOOP design team, Carolina Poch defined the core decision points across the experience and tested early interaction patterns with users to understand where inspiration supported purchase and where hesitation disrupted momentum. These insights were continuously translated into clear priorities and trade-offs, guiding iterative refinement in close collaboration with stakeholders.

Premium clarity
Story-led commerce

Confidence through structure

Frictionless, not generic

Test, learn, refine

The result is a brand-led eCommerce experience that feels premium without slowing users down. The Home experience establishes LaMunt’s brand world and channels users into relevant collections, while navigation supports fast orientation and confident exploration. Product listing and detail pages are designed for quick comparison and decision-making, combining elevated visuals with clear information and focused calls to action. The checkout flow was simplified to reduce friction while maintaining a refined, premium tone. All learnings were consolidated into reusable UX patterns and recommendations, enabling ongoing improvements across LaMunt and the wider Oberalp portfolio.

LaMunt online shop that supports premium brand attraction and engagement alongside a friction-reduced eCommerce journey, plus a set of validated UX learnings that accelerated ongoing optimization work across other Oberalp brands.