My Portfolio
Paralelo 42.ar
Paralelo 42 is a local outdoor clothing brand based in
Patagonia.
When they decided to bring their store online, the challenge was to translate their warmth and adventurous spirit into a digital experience that felt functional and true to who they are.
The goal was to design an e-commerce platform that invited exploration while remaining grounded, intuitive, and reflective of their connection to nature.
Context
The project started with a clear question: how can an online store
feel as personal and connected as a visit to their physical shop?
In a market saturated with loud, fast visuals, we aimed for something calmer, a space that feels like Patagonia itself: open, honest, and quietly confident.
My role
As the only UX/UI designer on the project, I led the full design process from exploratory research and benchmarking to final UI. Working closely with the founders, I helped define the visual language and user flow so the brand’s personality and the user experience spoke the same language.
Process Highlights
From the start, the focus was on creating a sense of balance: a design that felt technical but human, structured but warm. We mapped user journeys around three key
moments: browsing, comparison, and checkout. Each one was simplified to minimize friction while keeping
a sense of calm and continuity.
The visual direction drew from Patagonia’s natural tones: earthy colors, soft contrasts, and a clean
grid system.
We also refined micro-interactions to echo the brand’s quiet energy: smooth transitions, subtle hover
states, and generous breathing space.
The project also included defining a simple, usable back-office, implemented with Filament (PHP) to support daily operations.
Outcome
The result was a digital store that feels calm yet dynamic,
functional without losing soul. Based on heuristic evaluation and internal reviews, the site consistently felt “organized,” “trustworthy,” and “inviting.”
For me, it confirmed that good e-commerce can feel like a conversation, not a transaction.
Curious about the full process?