Product & UX
Regional eCommerce UX
Redesigning purchase journeys and building a reusable component foundation for an eCommerce platform that operates across several Central American countries.
- Role
- Senior Web Developer · UX and front-end lead
- Period
- Aug 2024 — Present
Context
Almacenes SIMAN runs online stores in several Central American markets. Each country has its own catalog, promotions and payment and delivery rules, yet customers expect the same brand and the same quality of experience everywhere.
I lead front-end development and UX for these regional storefronts, working with design, marketing, CMS and IT teams so that business goals and technical constraints stay aligned.
The challenge
Interactions that had grown organically created friction in the buying journey, and the same pattern was often implemented slightly differently from one market to the next.
Every inconsistency meant extra maintenance, harder accessibility audits and a slower path from a marketing idea to a published page.
Approach
Start from the journey, not the page
I map the path from discovery to checkout and look for the steps where users hesitate or abandon, then simplify those interactions before touching the visual layer.
Modular React components
Interface pieces are built as small, documented components that consume the eCommerce platform (VTEX) APIs and a headless CMS, so a market can compose pages from the same vetted parts instead of re-implementing them.
A design system as the contract
Tokens, components and usage rules keep brand identity cohesive and bake accessibility standards in from the start: contrast, focus states, keyboard navigation and semantic markup.
Measure and iterate
Performance budgets, SEO fundamentals and analytics tracking are part of the definition of done, so changes can be judged by how they affect engagement and conversion rather than by opinion.
Outcome
A base of reusable components that the team can share between markets, which shortens delivery time for new campaigns and keeps the experience consistent.
Simpler purchase flows, a documented design system and a working agreement between design, marketing and engineering on how pages are composed and measured.