2025
Casa Caprichos
Scaling CasaCaprichos: How UX strategy and data-driven design turned a niche marketplace into a growth-focused success.
Portfolio
E-Commerce
Know More
Discover how CasaCaprichos leveraged UX strategy to drive engagement, boost conversions, and grow a niche marketplace for artisan-made goods.
Scaling CasaCaprichos: UX-Driven Growth for a Handmade Marketplace
CasaCaprichos is the first digital platform dedicated to Spanish Slow Design — a curated marketplace showcasing artisan-made, sustainable products designed to connect conscious buyers with timeless craftsmanship.
Discover how UX strategy and optimisation led CasaCaprichos to increase engagement by 266%, improve conversion rates by 45%, and retain more customers through trust-building design and data-backed growth tactics.
1. The Challenge:
I created CasaCaprichos from the ground up to provide a curated space for high-quality artisan goods, offering an alternative to mass-produced, fast-fashion marketplaces. However, the online platform faced key challenges:
Value proposition clarity → Early users struggled to understand the core concept of CasaCaprichos. The initial messaging was too broad, making it unclear that the marketplace focused on artesanía, Made in Spain craftsmanship, and sustainable goods.
Discoverability issues → Users struggled to navigate categories and find authentic handmade items.
Trust barriers → As a new platform, CasaCaprichos lacked brand recognition, making buyers hesitant about product authenticity and quality.
Low engagement → Users dropped off quickly, with an initial average engagement time of only 3 seconds.
To develop an empathetic understanding of my audience and improve the website based on their needs, I launched an MVP site to gather user data, identify high-impact actions, and optimize for business growth.
2. Research & User Insights
User Persona: Ana,49
Demographics: Sustainability-conscious professional
Pain Points: Struggles to find curated high-quality artisan products
Goals: Trustworthy, seamless buying experience
I began by conducting in-depth market research to gain a comprehensive understanding of the target audience—their behaviours, preferences, and motivations. This research focused on uncovering key design principles that resonate with users, mapping user journeys, and analysing both visual and functional design trends, as well as content strategies that drive meaningful engagement.
To deepen my empathetic insights and validate assumptions, I launched a minimum viable product (MVP) to gather qualitative and quantitative user data. This allowed me to identify high-impact opportunities, refine the experience based on real-world feedback, and strategically optimise the product to support business growth.
Based on research insights, I refined the user flow to better align with audience needs and business goals. Key updates included enhancing the homepage messaging to clearly communicate the brand’s value proposition, adding a dedicated Trade Account page to present tailored offers to wholesale clients, and introducing a "Sell with Us" page to guide artisans through the onboarding process. Additionally, I expanded the "Our Story" page to include customer and artisan testimonials, strengthening trust and brand credibility.
3. Impact
🚀 UX Strategies That Transformed CasaCaprichos
Built an MVP - prototype.
Iterated multiple times to refine usability and navigation.
Fine-tuned homepage messaging, including testimonials.
Conducted usability testing to validate measures effectiveness.
I developed interactive prototypes and conducted extensive user testing sessions. Feedback from these sessions was crucial in refining the design, ensuring it met the needs and expectations of the target audience.
This iterative process involved:
5-Second Test: To evaluate first impressions and overall understanding of potential clients.
A/B Testing: Comparing different versions of key pages to determine which design elements performed best.
Heatmaps and Click Tracking: Using tools to understand how users interact with the site and identify areas for improvement.
The solutions implemented led to significant improvements in visibility, traffic, and user engagement:
The Impact
Increased Visibility: The SEO and content marketing strategies resulted in a 150% increase in organic search traffic within the first six months.
Engagement time increased by 266% → 3 sec → 1 min 20 sec
Conversion rates increased by 15%, while bounce rates dropped by 30%.
Learnings & Takeaways
The Power of Storytelling: Users engaged more with product narratives rather than just listings.
Clear Messaging is Key: Refining the homepage and “Our Story” section to focus on artesanía, sustainability, and Made in Spain improved user understanding and retention.
Growth UX = Continuous Iteration: Implementing personalised recommendations for each target segment and CRO strategies significantly increased conversions.
Retention Matters as Much as Acquisition: Email campaigns and loyalty programs helped sustain long-term customer relationships.
More Works
(GQ® — 02)
©2024
FAQ
01
What is your end-to-end UI/UX design process?
02
How do you use research to inform your design decisions?
03
How do you balance business objectives with user needs?
04
How do you ensure seamless collaboration with developers and product teams?
05
How do you ensure your designs are accessible and inclusive?
06
Can you share how your designs impact business outcomes?
07
What industries and platforms do you have experience with?
2025
Casa Caprichos
Scaling CasaCaprichos: How UX strategy and data-driven design turned a niche marketplace into a growth-focused success.
Portfolio
E-Commerce
Know More
Discover how CasaCaprichos leveraged UX strategy to drive engagement, boost conversions, and grow a niche marketplace for artisan-made goods.
Scaling CasaCaprichos: UX-Driven Growth for a Handmade Marketplace
CasaCaprichos is the first digital platform dedicated to Spanish Slow Design — a curated marketplace showcasing artisan-made, sustainable products designed to connect conscious buyers with timeless craftsmanship.
Discover how UX strategy and optimisation led CasaCaprichos to increase engagement by 266%, improve conversion rates by 45%, and retain more customers through trust-building design and data-backed growth tactics.
1. The Challenge:
I created CasaCaprichos from the ground up to provide a curated space for high-quality artisan goods, offering an alternative to mass-produced, fast-fashion marketplaces. However, the online platform faced key challenges:
Value proposition clarity → Early users struggled to understand the core concept of CasaCaprichos. The initial messaging was too broad, making it unclear that the marketplace focused on artesanía, Made in Spain craftsmanship, and sustainable goods.
Discoverability issues → Users struggled to navigate categories and find authentic handmade items.
Trust barriers → As a new platform, CasaCaprichos lacked brand recognition, making buyers hesitant about product authenticity and quality.
Low engagement → Users dropped off quickly, with an initial average engagement time of only 3 seconds.
To develop an empathetic understanding of my audience and improve the website based on their needs, I launched an MVP site to gather user data, identify high-impact actions, and optimize for business growth.
2. Research & User Insights
User Persona: Ana,49
Demographics: Sustainability-conscious professional
Pain Points: Struggles to find curated high-quality artisan products
Goals: Trustworthy, seamless buying experience
I began by conducting in-depth market research to gain a comprehensive understanding of the target audience—their behaviours, preferences, and motivations. This research focused on uncovering key design principles that resonate with users, mapping user journeys, and analysing both visual and functional design trends, as well as content strategies that drive meaningful engagement.
To deepen my empathetic insights and validate assumptions, I launched a minimum viable product (MVP) to gather qualitative and quantitative user data. This allowed me to identify high-impact opportunities, refine the experience based on real-world feedback, and strategically optimise the product to support business growth.
Based on research insights, I refined the user flow to better align with audience needs and business goals. Key updates included enhancing the homepage messaging to clearly communicate the brand’s value proposition, adding a dedicated Trade Account page to present tailored offers to wholesale clients, and introducing a "Sell with Us" page to guide artisans through the onboarding process. Additionally, I expanded the "Our Story" page to include customer and artisan testimonials, strengthening trust and brand credibility.
3. Impact
🚀 UX Strategies That Transformed CasaCaprichos
Built an MVP - prototype.
Iterated multiple times to refine usability and navigation.
Fine-tuned homepage messaging, including testimonials.
Conducted usability testing to validate measures effectiveness.
I developed interactive prototypes and conducted extensive user testing sessions. Feedback from these sessions was crucial in refining the design, ensuring it met the needs and expectations of the target audience.
This iterative process involved:
5-Second Test: To evaluate first impressions and overall understanding of potential clients.
A/B Testing: Comparing different versions of key pages to determine which design elements performed best.
Heatmaps and Click Tracking: Using tools to understand how users interact with the site and identify areas for improvement.
The solutions implemented led to significant improvements in visibility, traffic, and user engagement:
The Impact
Increased Visibility: The SEO and content marketing strategies resulted in a 150% increase in organic search traffic within the first six months.
Engagement time increased by 266% → 3 sec → 1 min 20 sec
Conversion rates increased by 15%, while bounce rates dropped by 30%.
Learnings & Takeaways
The Power of Storytelling: Users engaged more with product narratives rather than just listings.
Clear Messaging is Key: Refining the homepage and “Our Story” section to focus on artesanía, sustainability, and Made in Spain improved user understanding and retention.
Growth UX = Continuous Iteration: Implementing personalised recommendations for each target segment and CRO strategies significantly increased conversions.
Retention Matters as Much as Acquisition: Email campaigns and loyalty programs helped sustain long-term customer relationships.
More Works
(GQ® — 02)
©2024
FAQ
01
What is your end-to-end UI/UX design process?
02
How do you use research to inform your design decisions?
03
How do you balance business objectives with user needs?
04
How do you ensure seamless collaboration with developers and product teams?
05
How do you ensure your designs are accessible and inclusive?
06
Can you share how your designs impact business outcomes?
07
What industries and platforms do you have experience with?
2025
Casa Caprichos
Scaling CasaCaprichos: How UX strategy and data-driven design turned a niche marketplace into a growth-focused success.
Portfolio
E-Commerce
Know More
Discover how CasaCaprichos leveraged UX strategy to drive engagement, boost conversions, and grow a niche marketplace for artisan-made goods.
Scaling CasaCaprichos: UX-Driven Growth for a Handmade Marketplace
CasaCaprichos is the first digital platform dedicated to Spanish Slow Design — a curated marketplace showcasing artisan-made, sustainable products designed to connect conscious buyers with timeless craftsmanship.
Discover how UX strategy and optimisation led CasaCaprichos to increase engagement by 266%, improve conversion rates by 45%, and retain more customers through trust-building design and data-backed growth tactics.
1. The Challenge:
I created CasaCaprichos from the ground up to provide a curated space for high-quality artisan goods, offering an alternative to mass-produced, fast-fashion marketplaces. However, the online platform faced key challenges:
Value proposition clarity → Early users struggled to understand the core concept of CasaCaprichos. The initial messaging was too broad, making it unclear that the marketplace focused on artesanía, Made in Spain craftsmanship, and sustainable goods.
Discoverability issues → Users struggled to navigate categories and find authentic handmade items.
Trust barriers → As a new platform, CasaCaprichos lacked brand recognition, making buyers hesitant about product authenticity and quality.
Low engagement → Users dropped off quickly, with an initial average engagement time of only 3 seconds.
To develop an empathetic understanding of my audience and improve the website based on their needs, I launched an MVP site to gather user data, identify high-impact actions, and optimize for business growth.
2. Research & User Insights
User Persona: Ana,49
Demographics: Sustainability-conscious professional
Pain Points: Struggles to find curated high-quality artisan products
Goals: Trustworthy, seamless buying experience
I began by conducting in-depth market research to gain a comprehensive understanding of the target audience—their behaviours, preferences, and motivations. This research focused on uncovering key design principles that resonate with users, mapping user journeys, and analysing both visual and functional design trends, as well as content strategies that drive meaningful engagement.
To deepen my empathetic insights and validate assumptions, I launched a minimum viable product (MVP) to gather qualitative and quantitative user data. This allowed me to identify high-impact opportunities, refine the experience based on real-world feedback, and strategically optimise the product to support business growth.
Based on research insights, I refined the user flow to better align with audience needs and business goals. Key updates included enhancing the homepage messaging to clearly communicate the brand’s value proposition, adding a dedicated Trade Account page to present tailored offers to wholesale clients, and introducing a "Sell with Us" page to guide artisans through the onboarding process. Additionally, I expanded the "Our Story" page to include customer and artisan testimonials, strengthening trust and brand credibility.
3. Impact
🚀 UX Strategies That Transformed CasaCaprichos
Built an MVP - prototype.
Iterated multiple times to refine usability and navigation.
Fine-tuned homepage messaging, including testimonials.
Conducted usability testing to validate measures effectiveness.
I developed interactive prototypes and conducted extensive user testing sessions. Feedback from these sessions was crucial in refining the design, ensuring it met the needs and expectations of the target audience.
This iterative process involved:
5-Second Test: To evaluate first impressions and overall understanding of potential clients.
A/B Testing: Comparing different versions of key pages to determine which design elements performed best.
Heatmaps and Click Tracking: Using tools to understand how users interact with the site and identify areas for improvement.
The solutions implemented led to significant improvements in visibility, traffic, and user engagement:
The Impact
Increased Visibility: The SEO and content marketing strategies resulted in a 150% increase in organic search traffic within the first six months.
Engagement time increased by 266% → 3 sec → 1 min 20 sec
Conversion rates increased by 15%, while bounce rates dropped by 30%.
Learnings & Takeaways
The Power of Storytelling: Users engaged more with product narratives rather than just listings.
Clear Messaging is Key: Refining the homepage and “Our Story” section to focus on artesanía, sustainability, and Made in Spain improved user understanding and retention.
Growth UX = Continuous Iteration: Implementing personalised recommendations for each target segment and CRO strategies significantly increased conversions.
Retention Matters as Much as Acquisition: Email campaigns and loyalty programs helped sustain long-term customer relationships.
More Works
©2024
FAQ
What is your end-to-end UI/UX design process?
How do you use research to inform your design decisions?
How do you balance business objectives with user needs?
How do you ensure seamless collaboration with developers and product teams?
How do you ensure your designs are accessible and inclusive?
Can you share how your designs impact business outcomes?
What industries and platforms do you have experience with?