Krystal Shoes

This shoe store brand is a family-owned business, with locations and partnerships in several states of Mexico, they have the most extense range of products for all the family members and accessories.


Time: Ongoing Tools: Adobe XD, Sketch, Invision, and Photoshop.


My Role

Tools Used

Create an initial responsive website that helps Krystal to have an online presence and create initial design guidelines that can help develop the brand's image. 

As the lead UX/UI designer for the project.

I am collaborating with the client to create an end to end product, UX/UI Design, and initial design system for the brand, to creating the page in Webflow.  

User interviews, competitive and comparative analysis, persona, journey map, site map, sketching, wireframes, rapid prototyping, usability testing mid-fi and hi-fi, design system, building specification document,  webflow.

Design Process







I followed the double diamond model

User Interviews


To understand better our problem area, we identified our target users and conducted user interviews on four users ages between 30-45, two male and two female with more than two kids.

For the user interview, I focused on trying to understand how the website can be beneficial for them, what is their experience with the existing shopping experience at the store and how can we improve it.  




Users try to go a few times a year to buy shoes for all the family.

They had encounter issues with availability, so they need to spend a long time visiting many shoe stores to find all the shoes they need. 

Users had struggled to find the sizes they need for the models they like. 

Users don't shop online. 




Buying shoes for a family of 6 is a full day or sometimes days activity!

User 2

I hate going to a store, and they don't have my size in any model  
User 3






From the initial research and interviews, I processed the information and developed a user persona and journey map to help us understand better who are we designing for and why it is important.


40 years | Zacatecas, MX| Housewife

Meet Mariana!

"I don't like having to go to many shoe stores to buy one pair of shoes, imagine 6!"

Mariana is a housewife with four kids ranging ages 2- 12, she likes to be as efficient as she can be with her times. She wants to buy all the shoes she needs for all her family without being a hard experience.  


Buy shoes for all her family

Pain Points

Finding shoes everyone likes in her family

Finding the right size for everyone


Enjoy buying shoes with her family


Stays home 

Saves a little bit away from each paycheck


When Mariana wants to shop shoes for herself and her family, she usually has to visit many shoe stores in a different location to find the ones she and her family love. 

Mariana finds it challenging to find shoes that please her and everyone in her family, how might we help enjoy the shopping experience with her family while finding the right shoes for everyone in her family. 


Design Process

Using the previews research and the existing website as a starting point, I created a mobile-friendly version and developed clear design guidelines and criteria for the client to follow for the future. 

Low-FI sketch

Mid-Fi prototype

Hi-Fi prototype-version 1


I developed the initial prototype for the responsive website which focuses on giving the brand an online presence and helping users have a more pleasant shopping experience by checking the availability and being able to pick your product at your preferred location.

Currently testing the prototype

Developing the reserve tool

Working on the design system 

Develop the micro-interactions 

Next Steps

Will update more content shortly.

Let's work together!

Let’s discuss how I can help you. / 401-649-5662

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