Case Study

Process

1. Research & Analysis

• Conducted heuristic evaluations to detect usability issues

• Analyzed user behavior data (analytics dashboards)

• Benchmarked leading e-commerce competitors

• Reviewed user journeys and drop-off points

2. Ideation & Design

• Redesigned navigation flows

• Proposed improvements in:

  • Category architecture

  • Search experience

  • Product discovery

• Created:

  • Wireframes

  • Mockups

  • UX copy

3. Testing & Validation

• Ran A/B tests to validate hypotheses

• Measured impact using:

  • Conversion rates

  • Engagement metrics

• Iterated designs based on insights

4. Implementation

• Collaborated with development teams

• Supported rollout across:

  • Desktop

  • Mobile

  • Regional platforms

MediaMarkt Canarias (Shopify Platform)

Context

A separate platform launched in March 2020 with greater flexibility and faster implementation cycles.

My Role

• Unified design with Peninsula & German platforms

• Created:

  • Wireframes and mockups

  • Landing pages (Shogun)

• Developed:

  • UX writing (emails, SEO, category pages)

• Improved:

  • Navigation and category structure

Impact

While specific KPIs are not disclosed, the project delivered:

• Improved user flows and navigation clarity

• Enhanced cross-platform consistency

• Introduction of decision-support tools (comparator, recommender)

• Stronger data-driven UX culture

• Better alignment between UX, business, and marketing teams

Key Learnings

• Data + UX intuition is critical in large-scale e-commerce

• Small navigation changes can significantly impact conversions

• Cross-team collaboration is essential for implementation

• Scalable design systems are crucial for multi-region platforms

>> My account project

Currently, users who access their profile in MediaMarkt Canarias cannot track their orders or view their products under repair, because of that, are many calls and complaints about this limitation, so I have redesigned the «My Account «including these functionalities that are now being developed.

>> Frequently Asked Questions page

To make the MediaMarkt Canarias FAQ page equal to the Peninsula standards, I have consulted Google Analytics data to find out which pages were the most visited by users and sort them by importance. I have done the same with the internal topics, because in the FAQ’s home page only the three main questions are shown. I have also designed the iconography and layout and made the implementation of the main page in Shopify.

MediaMarkt Portugal

MediaMarkt Portugal is a site developed in Shopify, as MediaMarkt Canarias, which allows it some independence and speed in any implementation.

My role in MediaMarkt Portugal is:

• Continuous audit of the site and App to identify weak points and propose improvements for users

• Wireframes y mockups creation

• Conceptualization and graphic proposal of new functionalities on the web, such as the visualization on the web of the new «click & collect» in store

• Design and implementation of landing pages built in Shogun (Shopify’s app)

• Content creation, UX writing and SEO writing

• Shopify search engine optimization

• Study and implementation of new apps as: warranties and services, limitation of unit sales per product and cart

• Direct contact and weekly meetings with the team and Portugal Manager

• Project management in collaboration with external companies

• Data analysis in Google Analytics and creation of dashboards in Data Studio

>> Click & Collect or Express PickUp

MediaMarkt Portugal is developing the ​​implementation of Click & Collect or Express PickUp in their stores. Users can access to this option through the product page of the web, choosing a pickup store, seeing if the product is available in it and changing the store if not. Geolocation plays a differentiating role in this proposal, as the system will make suggestions to the user of the closest stores based on their location.