Jordana Naftali - Product Designer
Francisco Neto - (Software Engineer)
Agustina Benedeti - Business owner
Figma, Webflow, Airtable, Snapcart, Memberstack, Zapier
We faced two main challenges: a disconnected backend that slowed down management of over 3,000 products and increased errors, and a disorganized UI that made product discovery difficult, negatively impacting conversions.
Discovery, Ideation, Design
Juana de Arco USA launched an e-commerce store to present their collections. The platform was built to handle a high volume of products with unique patterns. Products were automated from spreadsheets into a CMS, making it easier for the business owner to manage. This reduced reliance on multiple tabs or spreadsheets.
Discovery
Customer Feedback Benchmarking
Most feedback referenced competitors such as AloYoga.com as the standard for leggings and yoga clothing. This served as a benchmark to guide the visual direction, leading to a clean, minimal design aligned with user expectations and industry trends.
Stakeholder Interviews
Discussions with stakeholders revealed a product and order management process that relied heavily on spreadsheets, with no real-time updates.
Operational Bottlenecks
This reliance caused frequent delays, errors, and manual rework, highlighting the need for streamlined workflows and integrated systems.
Ideation
Simplifying Product Management
The ideation process focused on reducing complexity for business owners by exploring ways to streamline product management and support long-term scalability. Concepts centered around automating product uploads from spreadsheets into a CMS, ensuring that updates were faster, more accurate, and less dependent on manual work.
Owner Dashboard for Collections
Another key idea was the creation of a straightforward dashboard for managing collections. This aimed to reduce reliance on multiple spreadsheets and tabs, giving business owners a clear, centralized tool to organize products efficiently.
Structured System for Unique Patterns
To accommodate the brand’s large volume of distinctive designs, the ideation also included establishing a structured system for organizing unique patterns. This ensured scalability while maintaining ease of use, creating a foundation for consistent growth in the e-commerce store.
Design
Design Framework and System Integration
Using Webflow as the main design and development tool, I created layouts that followed a clean, minimal style while supporting a growing catalog of unique products. Airtable was set up as a structured product database, giving the team a central place to manage information. Zapier was used to connect Airtable with the CMS, so product uploads and updates could happen automatically without relying on repeated manual steps. This combination ensured consistency and reduced errors in day-to-day operations.
Automation and Chatbot Integration
Automation was extended to order updates and customer support. Zapier connected product data to customer-facing systems, and a chatbot integration was designed to help customers receive order information quickly without needing manual responses from the team. These tools reduced the workload for managers while keeping customers informed in real time.
High-Fidelity Mockups
High-fidelity mockups were developed in Webflow to show how the dashboard, product uploads, and order tracking would work together. The mockups demonstrated how owners could manage collections in one place, see updates reflected instantly, and keep track of unique product patterns. This made it clear how the system would function both visually and operationally.
Reflection
Working on Juana de Arco reinforced the importance of alignment at every stage of the project. I found that staying in sync with the internal team created clarity and momentum, allowing us to move forward without unnecessary friction. Regular check-ins with the client not only kept expectations aligned but also helped ensure that our design direction continued to meet their needs and vision. Most importantly, building consistent feedback loops with the client became a cornerstone of the process each round of input refined our approach, validated decisions, and kept the project on track. These lessons highlighted how collaboration, transparency, and communication are just as critical to successful design outcomes as the visuals themselves.
