Industry
B2B · E-commerce · Shoes & Online Shopping
My Role
Graphic Designer · Product, Brand & Visual Designer
Year
2024
Tools
Adobe Creative Suite · Figma · ChatGPT · UX Pilot
TL;DR
End-to-end eCommerce UX case study: sketches, wireframes, UI, and branding for Tango store—covering navigation, product browsing, filtering, and promotions—translated into responsive mobile and tablet experiences with cohesive visuals, conversion-focused layouts, and polished design system's delivery.
Brand Identity
Tango
Name Meaning
"Tango" represents movement, passion, and energy—reflecting the dynamic nature of fashion and self-expression, especially in women's footwear.
Cognitive Shortcut
The logo instantly communicates movement, variety, and femininity. The custom "N"—formed by two classic women's shoes—creates a strong visual link to the product itself.
Signals the brand offers style, choice, and expressive design without explanation.
Design System Anchor — Visual Concept
The "N" is built using two women's shoes: one in a standard position, one rotated in the opposite direction — representing variety and choice.
The surrounding "SHOE STORE" text curves around the mark, reinforcing a connected, unified brand experience tied to the core product.
Typography
Montserrat Semi Bold / Medium with increased letter spacing (tracking) and a customized "N".
Bold → confidence & fashion presence
Curved elements → movement & elegance
Consistent shapes → brand unity
Mission
Deliver stylish, expressive footwear that offers variety and confidence in every step.
Vision
Become a go-to destination for shoes for women, boys, girls, and men that combine elegance, movement, and choice.
The Challenge
New eCommerce Experience.
As Lead Designer for Tango, I spearheaded a comprehensive UX and visual overhaul of their online shoe store. By redesigning the product browsing experience, strengthening brand identity, and Refreshing the web and mobile interface, I delivered a conversion-focused platform built for modern shoppers.
"Design an intuitive, visually compelling eCommerce experience for Tango that drives product discovery, simplifies filtering, and increases conversions across mobile and tablet."
Client Needs
- Maximize conversions through intuitive product navigation.
- Strengthen brand identity and visual authority.
- Increase engagement through promotions and featured collections.
User Needs
- Easily browse and filter products by size, style, and price.
- Polished visuals that validate premium product quality.
- Smooth mobile and tablet shopping experience.
The Solution
Unified eCommerce design system.
We overhauled Tango's digital presence with a Consistent design system to unify its product catalog and brand. After collaborating with stakeholders on UX strategy, we delivered high-fidelity wireframes, responsive UI screens, and a polished branding system that simplified the shopping experience and drove conversion.
Results
Impact-focused design growth.
+35%
Digital engagement increase
+30%
Brand recognition growth
+25%
Conversion rate boost
+20%
Featured product sales rise
