Adolfo Dominguez is a publicly-traded Spanish fashion group with over 500 stores globally, with ecommerce being its most relevant one.

I joined the company to lead the UX/UI team, and was in charge of strategizing, creating and executing all user interactions across digital selling channels.

One of the crucial goals was to strike a balance between a perfect user experience (aligned with maximizing order numbers, improving conversion ratios) and clean aesthetics which are a signature trademark of the company's brand identity.