INDUMARKET

As a UX/UI Designer, I led the website redesign for Indumarket, an Argentine workwear company.

The challenge was to digitalize a traditional brand and create its first online sales channel, combining simplicity, a renewed visual identity, and an experience accessible to all types of users.

Work process

Context

Indumarket is an Argentine company that manufactures and sells workwear.

For years, it operated traditionally, selling by phone or through distributors.

When they contacted me, the goal was clear: modernize the brand and take it into the digital world without losing its essence.

During the market analysis, I found that almost no competitor had a functional e-commerce.

Most had informational sites, but not real sales platforms.

That gap defined the direction, to create a simple, modern, and locally adaptable website.

Challenge

The main challenge was designing a purchase flow without fixed prices, since high inflation made it impossible to keep prices updated.

The solution was a dynamic quotation system where users can request quotes, upload prints, and receive a direct response from the team.

The audience was between 40 and 60 years old, used to traditional methods, so the design needed to be clear, direct, and easy to understand.

Process

I redefined the brand’s visual identity and developed a design system from scratch, with reusable components and a consistent aesthetic.

The website was designed to be responsive and lightweight, focused on simple flows: browsing categories, requesting quotes, and uploading files easily.

The focus was on removing friction and maintaining a professional, approachable, and trustworthy image.

Results

A modern, clear, and accessible website for both new and existing customers
An optimized experience that replaces phone contact with a simple digital flow
A solid and consistent visual identity across all channels
A flexible system that keeps sales active even in high-inflation contexts

Research

Before designing, I needed to understand the real users.

I asked the client for a list of their most frequent buyers and created a user persona that reflected their audience: people aged 40–60, small business owners or purchasing managers, used to calling by phone and dealing with the same salesperson.

I also conducted a benchmark analysis of the sector, studying brands like Ombú, Pampero, and others.

Most had basic websites with no option to quote or customize products online.

That finding was key to defining the project direction, not to compete on design or price, but on simplicity and service.

ARTISTS

The design of the “Artist Profile” feature focused on creating an intuitive and enriching experience. Users can follow their favorite artists with a single click, accessing a profile page that includes a full biography, a gallery of their works, and a news and updates section. The biography provides a clear and engaging narrative about the artist's life, his influences, and his major achievements. This comprehensive design not only improves the user experience by providing valuable information, but also encourages greater engagement and loyalty to the app.

Learning

This project taught me that digitalizing a traditional brand doesn’t always mean following standard e-commerce models.

Sometimes, understanding the local context and how people actually buy is more important than applying universal patterns.

It also confirmed that good research can simplify complex decisions and guide natural, user-centered solutions.

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