Branding Product Designer UX UI Lead UX/UI Design

New Balance Commerce

Client New Balance E-Commerce

Year 2021

Industry E-commerce - Retail

New Balance in Brazil & Salesforce Commerce Cloud In Brazil, New Balance consolidated its digital presence through an e-commerce platform built on Salesforce Commerce Cloud (SFCC). To keep pace with the brand’s growth and evolving consumer expectations, Capgemini was engaged to propose a new layout and digital experience, ensuring stronger alignment with global standards and improved usability for Brazilian customers. The initiative aimed to modernize the platform’s look and feel, optimize navigation, and enhance performance in line with the brand’s identity and business objectives.

About The Project

The New Balance e-commerce project aimed to modernize the digital shopping experience in Brazil, creating a platform that translated the brand’s strong retail presence into a scalable and engaging online experience. My role was to lead the creative direction, UX/UI vision, and first prototyping cycles, ensuring the design reflected the premium sportswear identity of New Balance.

About The Project

Key Responsibilities:

– I acted as Creative Director and UX/UI Lead, responsible for: Defining the look & feel of the new e-commerce platform.

– Leading the design direction with prototypes and desktop-first flows. Ensuring alignment with global brand standards while customizing for Brazil.

– Creating initial wireframes and prototypes to validate navigation, product pages, and checkout process.

– Facilitating collaboration with marketing, retail, and tech teams to guarantee brand cohesion and scalability.

PROJECT CHALLENGES

At the time, New Balance Brazil’s online store had fragmented visual identity and lacked a user-centered flow for product discovery and checkout. The challenge was to create a cohesive look & feel, consistent with global brand guidelines, while adapting to local market needs and Brazilian e-commerce behaviors.

PROJECT GOALS

- Create a modern and premium look & feel aligned with the New Balance brand.

- Enhance product discovery through intuitive navigation, filters, and category flows.

- Design a seamless shopping journey from product selection to cart.

- Streamline checkout and payment for a frictionless customer experience.

- Increase trust and conversion with a clean, user-centered interface.

MOODBOARD & VISUAL DIRECTION

To define the look and feel of the New Balance e-commerce project, I created a moodboard that set the foundation for the entire creative direction. This visual guide aligned the stakeholders around a unified aesthetic language, balancing performance, sport, lifestyle, and minimalism. It was a key step to ensure consistency across typography, colors, photography style, and UI elements—building the identity that would later be translated into the first prototypes and design system.

1 - EXPLORATION AND PRODUCT EXPERIENCE

The first stage of the journey focused on creating a clean and modern look & feel that reflects New Balance’s premium identity.

I designed the Home Page, Category Navigation, and Product Detail Page with emphasis on clarity, usability, and strong visual hierarchy.

2 - CHECKOUT & PAYMENTS

The second part of the prototype aimed to ensure a frictionless checkout process—a critical step for conversion. I designed the Login, Cart Review, Checkout, and Payment Confirmation flows.

Key highlights:
- Cart Review (Minha Sacola): Clear price breakdown, product details, and update options.

- Login: A simple entry point for returning users while encouraging guest checkout.

- Checkout: Step-by-step flow for shipping, payment, and review.

- Payment Confirmation: A reassuring end-screen reinforcing trust and completion.

RESULT - FIGMA PROTOTYPES

Although my main contribution was creative direction and prototyping, this first stage was crucial to guide the full e-commerce implementation. The work: Defined the visual identity of the digital store, bridging global brand and local culture.

Provided validated prototypes that served as a foundation for developers and marketing teams.

Established a scalable framework for future expansion to mobile and omnichannel integration.

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