Juana de ARCO

We eliminated tool fragmentation by centralizing operations in Webflow and automating key processes. On the UX side, we restructured the site based on user insights and competitive analysis. I analyzed her tools and noted inefficiencies caused by platform limitations and lack of clarity all of which added friction to daily operations. We mapped out where the inefficiencies were showing up and here’s what we found.

ROLE

Jordana Naftali - Product Designer

Francisco Neto - (Software Engineer)

Agustina Benedeti - Business owner

tools

Figma, Webflow, Airtable, Snapcart, Memberstack, Zapier

TIMELINE

Time frame: Start: August 2021 – End: Nov 2021

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OVERVIEW & CHALLENGE

A fragmented backend slowed management of 3,000+ products and introduced frequent errors. On the front end, a cluttered UI made product discovery harder.

DISCOVERY AND RESEARCH

Customer Feedback Benchmarking
Users consistently referenced competitors like AloYoga.com as a reference for leggings and yoga apparel.

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We set a benchmark that guided the visual direction toward clean, design aligned with user expectations.

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Stakeholder Interviews
Sessions with the owner helped that product and order management was heavily dependent on spreadsheets, with no real-time visibility or control.

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Operational Bottlenecks
This manual approach led to frequent delays, errors, and costly rework

making the need for workflows and integrated systems clear.

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IDEATION

Simplifying Management
We focused on product uploads and reducing manual spreadsheet work by automating updates into a CMS.

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Owner Dashboard
A centralized dashboard replaced scattered tabs, making it easier to manage collections in one place.

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Scalable Structure
A system for organizing unique patterns supported growth while keeping the store easy to maintain.

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DESIGN

Integrated Design System
Built in Webflow with Airtable and Zapier and a little bit of memberstack, the system automated product uploads, streamlined updates, and reduced errors.

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Automation & Support
Workflows extended to order tracking and a chatbot, cutting manual tasks while keeping customers informed in real time.

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Visual Proof
High-fidelity mockups showed how owners could manage collections, track products, and see changes instantly.

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CHECK IT OUT

*Live Site (may differ from project)

SOLUTION

We launched an e-commerce platform built to handle a high volume of unique patterns.

Products were automated from spreadsheets into a CMS,

giving the owner a single place to manage collections without juggling multiple tabs.

APPROACH

What I Learned

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.

CHALLENGE

We conducted some elicitation interviews with target customers to understand their pain points. Our team also performed competitive analysis to identify how other ecommerce platforms approached the purchasing experience.

Juana de ARCO

Juana de ARCO

What I Learned

“…Working with her daily across different teams, I observed her consistent ability to execute tasks with excellence, collaborate effectively, and support everyone around her.”

Lanay Marques

Yael Brown

“…Jordana is a capable professional, intelligent, very capable, and great to work in a team. I really enjoyed working with her.”

Luciana Tiemi Caraça