Valle Fuego — From Technical Catalog to a Buying Experience
Brand identity, UX/UI & conversion strategy
Overview
Valle Fuego sells folding iron grills, fire pits, and cooking accessories for people living in apartments or with small patios. I designed the brand identity from scratch, built the ecommerce store on Tiendanube, and later redesigned the entire buying experience to fix a specific problem: the site worked, but it wasn’t selling what it could.
The challenge
The first version of the site was built to launch fast: a technical catalog where people could view products and buy them, not much more. It met the initial goal — having an online presence — but had a deeper issue: it didn’t explain how the products worked or why they were worth choosing. Traffic was coming in, but staying on the surface: people looked and left, without exploring the site or understanding the product well enough to decide.
The approach
Looking at visitor behavior made it clear the problem wasn’t at checkout — people who arrived ready to buy, bought. The real break was earlier: between looking at a product and deciding it was worth it. In other words, an information and trust problem, not checkout friction.
From there, the work focused on building that bridge: showing how the product actually works, resolving doubts before they stop a purchase, and giving enough trust signals for a purchase of this size.
What changed
Brand identity Logo, color palette, typography, and voice, defined at the start of the project so the brand felt consistent across the site, social media, and direct communication.
Buying experience Photos, videos, and explanatory copy were added at every step of the journey: the homepage went from showing six nearly identical products with no context to guiding the visitor step by step — what the product is, how it works, how the models differ, and only then, which one to pick. Product pages now answer the typical doubts (installation, dimensions, maintenance) before the buy button, and include real customer testimonials.
Store configuration Payment methods, shipping, and discounts configured in Tiendanube so the store runs on its own, without manual intervention on every sale — the goal was to make the buying and selling process as fast and self-sufficient as possible.
Marketing integrations Meta Ads, Google Ads, Facebook Pixel, WhatsApp, and an AI chat, integrated to actually make use of paid acquisition instead of losing that traffic along the way.
Result
With the same traffic, the site started explaining itself: basic-doubt inquiries (how it’s installed, how much space it takes, what the difference is between models) dropped noticeably, and the share of visits that actually moved toward a purchase went up.
The store today
My role
Brand identity, UX/UI design, full store setup on Tiendanube, conversion analysis and redesign of the buying experience, and integration of the marketing and support tools.
The business also needed to run sales, stock, and commissions behind the scenes — that’s a separate project, built so the store and the operations side work connected to each other.