{"id":2377,"date":"2025-08-29T12:46:39","date_gmt":"2025-08-29T12:46:39","guid":{"rendered":"https:\/\/ronaldocardoso.com\/new\/?post_type=portfolios&#038;p=2377"},"modified":"2025-08-30T16:08:15","modified_gmt":"2025-08-30T16:08:15","slug":"new-balance-e-commerce","status":"publish","type":"portfolios","link":"https:\/\/ronaldocardoso.com\/new\/index.php\/project\/new-balance-e-commerce\/","title":{"rendered":"New Balance Commerce"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2377\" class=\"elementor elementor-2377\" data-elementor-settings=\"[]\">\n\t\t\t\t\t\t\t<div class=\"elementor-section-wrap\">\n\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7040c2c wrapper-small elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7040c2c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-83843f3\" data-id=\"83843f3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-143413c elementor-hidden-phone elementor-widget elementor-widget-cygnitextbox\" data-id=\"143413c\" data-element_type=\"widget\" data-widget_type=\"cygnitextbox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<!-- Heading Wrapper -->\n<div class=\"text-wrapper\">\n    \n    <div data-delay=\"0\" style=\"color:#FF0B8A;\" class=\"caption align-left has-animation skew-up\" data-scroll><\/div>\n  <div data-scroll data-delay=\"0\"  class=\"has-animation skew-up align-left\" style=\"font-weight:600;font-style:normal;color:#FF0B8A;font-size:100px;line-height:110px;\">About\nThe Project<\/div>   \n\n<\/div>\n<!--\/ Heading Wrapper -->\n\n\n\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-259125d elementor-widget elementor-widget-text-editor\" data-id=\"259125d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.5.3 - 28-12-2021 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#818a91;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#818a91;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p data-start=\"475\" data-end=\"860\">The New Balance e-commerce project aimed to modernize the digital shopping experience in Brazil, creating a platform that translated the brand\u2019s strong retail presence into a scalable and engaging online experience. My role was to lead the <strong data-start=\"715\" data-end=\"781\">creative direction, UX\/UI vision, and first prototyping cycles<\/strong>, ensuring the design reflected the premium sportswear identity of New Balance.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-23b06b6 elementor-hidden-desktop elementor-hidden-tablet elementor-widget elementor-widget-cygnitextbox\" data-id=\"23b06b6\" data-element_type=\"widget\" data-widget_type=\"cygnitextbox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<!-- Heading Wrapper -->\n<div class=\"text-wrapper\">\n    \n    <div data-delay=\"0\" style=\"\" class=\"caption align-left has-animation skew-up\" data-scroll><\/div>\n  <h1 data-scroll data-delay=\"0\"  class=\"has-animation skew-up align-left\" style=\"font-weight:600;font-style:normal;\">About The Project<\/h1>   \n\n<\/div>\n<!--\/ Heading Wrapper -->\n\n\n\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section 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.elementor-icon-list-item,.elementor-widget.elementor-mobile-align-center .elementor-icon-list-item a,.elementor-widget.elementor-mobile-align-center .elementor-icon-list-items{-webkit-box-pack:center;-ms-flex-pack:center;justify-content:center}.elementor-widget.elementor-mobile-align-center .elementor-icon-list-item:after{margin:auto}.elementor-widget.elementor-mobile-align-left .elementor-icon-list-items{-webkit-box-pack:start;-ms-flex-pack:start;justify-content:flex-start}.elementor-widget.elementor-mobile-align-left .elementor-icon-list-item,.elementor-widget.elementor-mobile-align-left .elementor-icon-list-item a{-webkit-box-pack:start;-ms-flex-pack:start;justify-content:flex-start;text-align:left}.elementor-widget.elementor-mobile-align-right .elementor-icon-list-items{-webkit-box-pack:end;-ms-flex-pack:end;justify-content:flex-end}.elementor-widget.elementor-mobile-align-right .elementor-icon-list-item,.elementor-widget.elementor-mobile-align-right .elementor-icon-list-item a{-webkit-box-pack:end;-ms-flex-pack:end;justify-content:flex-end;text-align:right}.elementor-widget:not(.elementor-mobile-align-right) .elementor-icon-list-item:after{left:0}.elementor-widget:not(.elementor-mobile-align-left) .elementor-icon-list-item:after{right:0}}<\/style>\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">UX UI Lead<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-check\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Prototypes<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4aed609 elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"4aed609\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-94d69ca elementor-widget elementor-widget-text-editor\" data-id=\"94d69ca\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Key Responsibilities:<\/p><p>&#8211; I acted as Creative Director and UX\/UI Lead, responsible for: Defining the look &amp; feel of the new e-commerce platform.<\/p><p>&#8211; Leading the design direction with prototypes and desktop-first flows. Ensuring alignment with global brand standards while customizing for Brazil.<\/p><p>&#8211; Creating initial wireframes and prototypes to validate navigation, product pages, and checkout process.<\/p><p>&#8211; Facilitating collaboration with marketing, retail, and tech teams to guarantee brand cohesion and scalability.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1f6b3fa elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-invisible\" data-id=\"1f6b3fa\" data-element_type=\"section\" data-settings=\"{&quot;animation&quot;:&quot;fadeIn&quot;,&quot;animation_delay&quot;:400}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cfc90a0\" data-id=\"cfc90a0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0e021a2 elementor-widget elementor-widget-spacer\" data-id=\"0e021a2\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-44426a2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"44426a2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4dd8621\" data-id=\"4dd8621\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bb32816 elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"bb32816\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0ae421f elementor-widget elementor-widget-cygnitextbox\" data-id=\"0ae421f\" data-element_type=\"widget\" data-widget_type=\"cygnitextbox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<!-- Heading Wrapper -->\n<div class=\"text-wrapper\">\n    \n    <div data-delay=\"0\" style=\"color:#FF0085;\" class=\"caption align-left has-animation lines-up\" data-scroll>PROJECT CHALLENGES<\/div>\n  <div data-scroll data-delay=\"0\"  class=\"has-animation lines-up align-left\" style=\"font-weight:600;font-style:normal;color:#FF0085;font-size:28px;line-height:38px;\">At the time, New Balance Brazil\u2019s 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.<\/div>   \n\n<\/div>\n<!--\/ Heading Wrapper -->\n\n\n\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aa87471 elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"aa87471\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3add568 wrapper-small elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"3add568\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-71145ea\" data-id=\"71145ea\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-20ff46d elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"20ff46d\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-72c0b63 elementor-widget elementor-widget-cygnitextbox\" data-id=\"72c0b63\" data-element_type=\"widget\" data-widget_type=\"cygnitextbox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<!-- Heading Wrapper -->\n<div class=\"text-wrapper\">\n    \n    <div data-delay=\"0\" style=\"color:#FFFFFF;\" class=\"caption align-left has-animation lines-up\" data-scroll>PROJECT GOALS<\/div>\n  <div data-scroll data-delay=\"0\"  class=\"has-animation lines-up align-left\" style=\"font-weight:500;font-style:normal;color:#FFFFFF;font-size:18px;line-height:24px;\">- Create a modern and premium look & feel aligned with the New Balance brand.<br><br>\n\n- Enhance product discovery through intuitive navigation, filters, and category flows.<br><br>\n\n- Design a seamless shopping journey from product selection to cart.<br><br>\n\n- Streamline checkout and payment for a frictionless customer experience.<br><br>\n\n- Increase trust and conversion with a clean, user-centered interface.<br><br><\/div>   \n\n<\/div>\n<!--\/ Heading Wrapper -->\n\n\n\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-c0bf8fe\" data-id=\"c0bf8fe\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-9452228 elementor-section-full_width elementor-section-content-middle elementor-section-height-default elementor-section-height-default\" data-id=\"9452228\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-95b7d98\" data-id=\"95b7d98\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-76e022e elementor-widget elementor-widget-spacer\" data-id=\"76e022e\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-31901ec elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"31901ec\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f970a47\" data-id=\"f970a47\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-fdf9226 elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"fdf9226\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c8b4139 elementor-widget elementor-widget-cygnitextbox\" data-id=\"c8b4139\" data-element_type=\"widget\" data-widget_type=\"cygnitextbox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<!-- Heading Wrapper -->\n<div class=\"text-wrapper\">\n    \n    <div data-delay=\"0\" style=\"color:#FF0085;\" class=\"caption align-left has-animation lines-up\" data-scroll>MOODBOARD & VISUAL DIRECTION<\/div>\n  <div data-scroll data-delay=\"0\"  class=\"has-animation lines-up align-left\" style=\"font-weight:600;font-style:normal;color:#FF0085;font-size:28px;line-height:38px;\">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\u2014building the identity that would later be translated into the first prototypes and design system.<\/div>   \n\n<\/div>\n<!--\/ Heading Wrapper -->\n\n\n\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3c3c745 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3c3c745\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-34593eb\" data-id=\"34593eb\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-aa13b34 elementor-widget elementor-widget-spacer\" data-id=\"aa13b34\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-35e3d23\" data-id=\"35e3d23\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4992dda elementor-widget elementor-widget-spacer\" data-id=\"4992dda\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-107cf76\" data-id=\"107cf76\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-792aebd elementor-widget elementor-widget-spacer\" data-id=\"792aebd\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-64ccdbf elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"64ccdbf\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-251b4eb\" data-id=\"251b4eb\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2d616ed elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"2d616ed\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ac04287 elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"ac04287\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5559b25 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5559b25\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4960986\" data-id=\"4960986\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-96f0971 elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"96f0971\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-35a25bd elementor-widget elementor-widget-cygnitextbox\" data-id=\"35a25bd\" data-element_type=\"widget\" data-widget_type=\"cygnitextbox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<!-- Heading Wrapper -->\n<div class=\"text-wrapper\">\n    \n    <div data-delay=\"0\" style=\"color:#FF0085;\" class=\"caption align-left has-animation lines-up\" data-scroll>1 - EXPLORATION AND PRODUCT EXPERIENCE<\/div>\n  <div data-scroll data-delay=\"0\"  class=\"has-animation lines-up align-left\" style=\"font-weight:600;font-style:normal;color:#FF0085;font-size:28px;line-height:38px;\">The first stage of the journey focused on creating a clean and modern look & feel that reflects New Balance\u2019s premium identity. <br><br>I designed the Home Page, Category Navigation, and Product Detail Page with emphasis on clarity, usability, and strong visual hierarchy.<\/div>   \n\n<\/div>\n<!--\/ Heading Wrapper -->\n\n\n\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2426c70 elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"2426c70\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-eccdc9c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"eccdc9c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e9757bb\" data-id=\"e9757bb\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d47e5b2 elementor-widget elementor-widget-image\" data-id=\"d47e5b2\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.5.3 - 28-12-2021 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"2560\" src=\"https:\/\/ronaldocardoso.com\/new\/wp-content\/uploads\/2025\/08\/mockup-newbalance-scaled.png\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/ronaldocardoso.com\/new\/wp-content\/uploads\/2025\/08\/mockup-newbalance-scaled.png 2560w, https:\/\/ronaldocardoso.com\/new\/wp-content\/uploads\/2025\/08\/mockup-newbalance-300x300.png 300w, https:\/\/ronaldocardoso.com\/new\/wp-content\/uploads\/2025\/08\/mockup-newbalance-1024x1024.png 1024w, https:\/\/ronaldocardoso.com\/new\/wp-content\/uploads\/2025\/08\/mockup-newbalance-150x150.png 150w, https:\/\/ronaldocardoso.com\/new\/wp-content\/uploads\/2025\/08\/mockup-newbalance-768x768.png 768w, https:\/\/ronaldocardoso.com\/new\/wp-content\/uploads\/2025\/08\/mockup-newbalance-1536x1536.png 1536w, https:\/\/ronaldocardoso.com\/new\/wp-content\/uploads\/2025\/08\/mockup-newbalance-2048x2048.png 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-164558f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"164558f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-563fce4\" data-id=\"563fce4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3c7dc8f elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"3c7dc8f\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5ab70c6 elementor-widget elementor-widget-cygnitextbox\" data-id=\"5ab70c6\" data-element_type=\"widget\" data-widget_type=\"cygnitextbox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<!-- Heading Wrapper -->\n<div class=\"text-wrapper\">\n    \n    <div data-delay=\"0\" style=\"color:#FF0085;\" class=\"caption align-left has-animation lines-up\" data-scroll>2 - CHECKOUT & PAYMENTS<\/div>\n  <div data-scroll data-delay=\"0\"  class=\"has-animation lines-up align-left\" style=\"font-weight:600;font-style:normal;color:#FF0085;font-size:28px;line-height:38px;\">The second part of the prototype aimed to ensure a frictionless checkout process\u2014a critical step for conversion. I designed the Login, Cart Review, Checkout, and Payment Confirmation flows.<br><br>\n\nKey highlights:<br>\n\n- Cart Review (Minha Sacola): Clear price breakdown, product details, and update options.<br><br>\n\n- Login: A simple entry point for returning users while encouraging guest checkout.<br><br>\n\n- Checkout: Step-by-step flow for shipping, payment, and review.<br><br>\n\n- Payment Confirmation: A reassuring end-screen reinforcing trust and completion.<br><br><\/div>   \n\n<\/div>\n<!--\/ Heading Wrapper -->\n\n\n\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dd692d7 elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"dd692d7\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7a517c0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7a517c0\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-fd6da99\" data-id=\"fd6da99\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3d31d5c elementor-widget elementor-widget-spacer\" data-id=\"3d31d5c\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0bd4c94 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0bd4c94\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d4ffab6\" data-id=\"d4ffab6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1ff77d8 elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"1ff77d8\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-42745d1 elementor-widget elementor-widget-cygnitextbox\" data-id=\"42745d1\" data-element_type=\"widget\" data-widget_type=\"cygnitextbox.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<!-- Heading Wrapper -->\n<div class=\"text-wrapper\">\n    \n    <div data-delay=\"0\" style=\"color:#FF0085;\" class=\"caption align-left has-animation lines-up\" data-scroll>RESULT - FIGMA PROTOTYPES<\/div>\n  <div data-scroll data-delay=\"0\"  class=\"has-animation lines-up align-left\" style=\"font-weight:600;font-style:normal;color:#FF0085;font-size:28px;line-height:38px;\">Although my main contribution was creative direction and prototyping, this first stage was crucial to guide the full e-commerce implementation. The work:\n\nDefined the visual identity of the digital store, bridging global brand and local culture.<br><br>\n\nProvided validated prototypes that served as a foundation for developers and marketing teams. <br><br>\n\nEstablished a scalable framework for future expansion to mobile and omnichannel integration. <br><br><\/div>   \n\n<\/div>\n<!--\/ Heading Wrapper -->\n\n\n\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-de91cb0 elementor-hidden-phone elementor-widget elementor-widget-spacer\" data-id=\"de91cb0\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-fa6c7b2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fa6c7b2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1003c29\" data-id=\"1003c29\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f59be89 elementor-widget elementor-widget-html\" data-id=\"f59be89\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<iframe loading=\"lazy\" style=\"border: 1px solid rgba(0, 0, 0, 0.1);\" width=\"800\" height=\"900\" src=\"https:\/\/embed.figma.com\/proto\/CeAPg3X3qIZ8aPq6pYglVR\/New-Balance-Ecommerce?page-id=0%3A1&node-id=1-2&starting-point-node-id=1%3A2&scaling=scale-down-width&content-scaling=fixed&embed-host=share\" allowfullscreen><\/iframe>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t","protected":false},"featured_media":0,"template":"","meta":{"footnotes":""},"work-types":[9,25,24,14],"class_list":["post-2377","portfolios","type-portfolios","status-publish","hentry","work-types-branding","work-types-product-designer","work-types-ux-ui-lead","work-types-ux-ui-design"],"acf":[],"_links":{"self":[{"href":"https:\/\/ronaldocardoso.com\/new\/index.php\/wp-json\/wp\/v2\/portfolios\/2377","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ronaldocardoso.com\/new\/index.php\/wp-json\/wp\/v2\/portfolios"}],"about":[{"href":"https:\/\/ronaldocardoso.com\/new\/index.php\/wp-json\/wp\/v2\/types\/portfolios"}],"version-history":[{"count":40,"href":"https:\/\/ronaldocardoso.com\/new\/index.php\/wp-json\/wp\/v2\/portfolios\/2377\/revisions"}],"predecessor-version":[{"id":2436,"href":"https:\/\/ronaldocardoso.com\/new\/index.php\/wp-json\/wp\/v2\/portfolios\/2377\/revisions\/2436"}],"wp:attachment":[{"href":"https:\/\/ronaldocardoso.com\/new\/index.php\/wp-json\/wp\/v2\/media?parent=2377"}],"wp:term":[{"taxonomy":"work-types","embeddable":true,"href":"https:\/\/ronaldocardoso.com\/new\/index.php\/wp-json\/wp\/v2\/work-types?post=2377"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}