LaRaza

The Overview

The Project

Launch of the e-commerce platform for the streetwear brand La Raza, built from the ground up on Shopify.

The Challenge

To translate the brand’s powerful identity into a visually striking digital experience while designing a purchase flow optimized for conversion, especially on mobile devices.

Key Impact

The store attracted 979 sessions and generated its first orders in its first 9 days. The mobile-first strategy was validated, with 56% of all sessions coming from mobile devices.

The Context & The Business Challenge

La Raza is an established streetwear brand with a distinct, urban aesthetic. With a strong offline presence, they needed a digital flagship: an e-commerce store that would not only act as their primary sales channel but also as a powerful storytelling and community-building hub.

1. Brand Translation

How could we translate the brand’s raw, authentic energy into a clean and functional digital interface without losing its edge?

2. Conversion-Focused Design

How could we engineer a frictionless purchase journey that would encourage visitors to become loyal customers, especially on the mobile devices they use every day?

My Process: From Strategy to Reality

To tackle this challenge, I broke the project down into key phases, ensuring every design decision was rooted in business goals and user needs.

A. Defining the Digital Visual Identity

The first step was to build a cohesive and scalable visual system that felt authentic to the brand’s urban roots. This involved refining the logo for digital use and establishing a clear brand guide for colors and typography.

B. Engineering a Frictionless Shopping Experience

Simplicity was my north star. I mapped the ideal user journey, from product discovery on social media to a successful checkout, and optimized the flow to minimize clicks. The navigation was streamlined so users can effortlessly browse collections or find specific items. Product pages present essential information upfront to support quick, confident purchase decisions.

C. From Design to Code

A Figma design is a promise, and I made sure the promise was kept. To achieve a pixel-perfect result, I went directly into the Shopify theme’s code and made fine-tuned CSS adjustments to spacing, alignment and responsive behavior that the theme editor alone couldn’t handle, so the launched site matches the design.

The Results: Measurable Impact From Day One

Successful launch

In the first 9 days after launch (Aug 25 to Sep 3), the store attracted 979 sessions and processed its first 2 orders, proving the viability of the sales channel from the outset.

Mobile-first strategy validated

The traffic analytics confirmed the core hypothesis that the brand’s audience is mobile-native: 56% of all sessions occurred on mobile devices.

Technical performance

The site achieved a “Good” performance score (16 ms INP), so interactions feel instant and fluid.

Key Learnings

This project reinforced the importance of a holistic design approach. The ability to step beyond the design file, adjusting front-end code and analyzing post-launch data, was instrumental in delivering a final product that not only looks good but performs as a business asset.