Lóv

UI/UX Design

The Context

Lóv is a DNVB (Digitally Native Vertical Brand) of premium olive oils that focuses on a bold and disruptive visual identity. The challenge was not just to create an institutional website, but to develop a robust e-commerce that balanced the "cool" and vibrant aesthetics of the brand with the usability heuristics necessary to guarantee sales conversion.

The Challenge

The biggest risk of the project was that form overcame function. The brand had rich illustrations and a rich visual language. My role was to act as the bridge between branding and performance, ensuring that the responsive design and information architecture supported the visual load without compromising the purchase journey or loading performance (Core Web Vitals).

The Solution

A. PDP Focused on LTV (Lifetime Value): For the product page, aesthetics were used to retain attention, but the structure was designed to maximize the average ticket and recurrence:

Intelligent Purchase Selector: Specific interface design to switch between "One-time Purchase" and "Subscription" (Recurrence), simplifying the user's decision.

Visual Education: Creation of interactive infographics to explain the benefits of olive oil, reducing the cognitive load of reading technical.

Competitiveness Matrix: A visual comparative section that anchors the price of the Lóv against competitors, validating the premium value proposition.

B. Functional Motion Design: The illustrations and the brand mascot were not just used as decoration. I applied motion design to create microinteractions that guide the user's gaze through the scroll, transforming navigation into a fluid narrative that connects the "About" section to the products.

C. Complex Responsiveness: Adapting a "magazine/editorial" layout for mobile often results in generic stacking. I developed specific solutions for the mobile breakpoint, ensuring that the brand's personality remained intact even on vertical screens, without sacrificing the button touch area (CTAs).

Results

Delivery of a digital ecosystem (Home, PDP, Blog, Checkout flow) that preserves the artistic integrity of the Lóv while operating as a functional sales machine. The project established the brand's digital tone, allowing future expansion of SKUs without breaking the layout.