PROJECT
PROJECT
Web Design
ROLE
UX/UI Designer · Full process
LOCATION
Mexico City
YEAR
2025
ABOUT THE PROJECT
A personal initiative to redesign the brand identity and digital experience of a specialty hobby store — combining UX strategy, visual design, and community-centered thinking.
RedQueen is more than a store.
It's a community — and the digital
experience wasn't reflecting that.
RedQueen is more
than a store.
It's a community — and the digital experience wasn't reflecting that.
BRAND IDENTITY
The identity didn't match the vision.
The identity didn't match the vision.
The owner envisioned RedQueen as a dark, exclusive, cyberpunk-inspired brand. The original identity didn't communicate that.
BEFORE
Textured typography / Disconnected layout / Poor digital scalability
AFTER
Clean bold typography / Unified "REDQUEEN" / Versatile across all formats
MEGAXP 2026 - WTC MEXICO CITY
MEGAXP 2026 - WTC MEXICO CITY
An exclusive event of boardgames and RPGs
What I discovered working there:
RedQueen is community.
RedQueen is friendship.
What I discovered working there:
RedQueen is community.
RedQueen is friendship.
UX ANALYSIS
The website wasn't working for anyone.
The website wasn't working for anyone.
Beyond the brand identity, the ecommerce experience had critical usability issues.
A heuristic analysis revealed three core problems affecting conversion and user trust.
Beyond the brand identity, the ecommerce experience had critical usability issues.
A heuristic analysis revealed three core problems affecting conversion and user trust.
Visual overload & missing hierarchy.
The homepage displayed two simultaneous promotions competing for attention, with no clear CTA guiding the user forward.
Visual overload & missing hierarchy.
The homepage displayed two simultaneous promotions competing for attention, with no clear CTA guiding the user forward.
Ambiguous purchase states.
Products showed inactive grey buttons alongside hidden action buttons — creating confusion at the most critical moment of the purchase flow.
Ambiguous purchase states.
Products showed inactive grey buttons alongside hidden action buttons — creating confusion at the most critical moment of the purchase flow.
Experience beyond ecommerce — missing.
The store's real value — community, events, expertise — was completely absent from the digital experience.
Experience beyond ecommerce — missing.
The store's real value — community, events, expertise — was completely absent from the digital experience.
UI REDESIGN
RedQueen deserved a digital experience as powerful as the community it had built.
RedQueen deserved a digital experience as powerful as the community it had built.
LEARNINGS
What this project taught me.
What this project
taught me.
Strategic thinking starts before design. Working at RedQueen taught me that the most important design decisions happen before opening Figma — understanding the business, the community, and the gap between both.
Strategic thinking starts before design. Working at RedQueen taught me that the most important design decisions happen before opening Figma — understanding the business, the community, and the gap between both.
Defending your work is part of the job. Not every proposal gets implemented. Working with a difficult client taught me to document my process, justify decisions with evidence, and separate personal attachment from professional criteria.
Defending your work is part of the job. Not every proposal gets implemented. Working with a difficult client taught me to document my process, justify decisions with evidence, and separate personal attachment from professional criteria.
Community is a design problem too. The store's real differentiator wasn't the products — it was the people. Designing for community means creating spaces where users feel they belong, not just browse.
Community is a design problem too. The store's real differentiator wasn't the products — it was the people. Designing for community means creating spaces where users feel they belong, not just browse.
What I would do differently
What I would do
differently
Earlier user research I would have conducted formal interviews with RedQueen customers from the start — not just rely on my observations as an employee working there.
Earlier user research I would have conducted formal interviews with RedQueen customers from the start — not just rely on my observations as an employee working there.
A presented proposal I would have structured a formal presentation to the owner with data, benchmarks and clear business impact — not just share ideas informally.
A presented proposal I would have structured a formal presentation to the owner with data, benchmarks and clear business impact — not just share ideas informally.
Next steps
Next steps
→ Usability testing with real customers
→ Implement the community section with real events and tutorials
→ Measure conversion rate before and after the redesign
→ Expand to mobile experience
→ Usability testing with real customers
→ Implement the community section with real events and tutorials
→ Measure conversion rate before and after the redesign
→ Expand to mobile experience