Falabella is one of the leading online and offline retail products companies based in Latin America.
Falabella es uno de los líderes en retail y comercio electrónico en Lationamérica.***
In 2017 Falabella.com was redesigned and we had the responsibility to align every marketing campaign with the new visual experience principle and, at the same time, acomplish ours KPIs. The company needs a style guide that allows businesses to create unique experiences for the 11 different categories.
I worked with the creative agencies and in-house design team understanding every campaign in terms of aestetics, categorie, custommers and goals. Then we established a style guide for futures "landing pages" of campaigns based in a modular system.
Our styleguide that boost the productivity of the team at least in 200% in new landing pages comparing to the last year
The design area was more involved in the process of the creativity of the biggest campaigns of the year. We deleted the little gap between the marketing team and the e-commerce design team sharing valuable knowledge every campaign.
We allowed every brand campaign to have its own voice that leads the conversation with consumers/users. The new style guide accomplished the commercial objectives of the electronic store in an efficient way.
Head of Design
2017 - 2018
Milagros Ayala, Becky Fernandez, Carlos Pachas, Nicolle Fuentes
User Interface Design
We worked in more than 100 landing pages in 2017. 5 times more projects than the past year.
We learned about the goals of every campaign and decided to design new modules that acomplish every goal being consistent with the new visual style.
I'm trully satisfied to learned how to ideate, create and manage a design system. It has been a challenge to work on marketing campaigns with an e-commerce approach..