Ibarra Mayoreo

Web Design UI/UX

March, 2021

Role/Services

Web Design UI/UX

Designed & Built

HTML5 CSS3 JavaScript (ES6) Bootstrap 5 Figma Responsive

Client

Ibarra Mayoreo, Designed at PROINTERNET

Category & Year

Live Site

Project Overview

Ibarra Mayoreo is a wholesale retail business operating across multiple physical branches (Tampico, Reynosa, Mante, Valles, Poza Rica, Victoria) that had no digital presence or e-commerce channel before this project. I was the lead UX designer and front end developer, working under a senior designer, building the platform from zero to production.

Problem

Ibarra Mayoreo had no digital channel at all, and its business model didn't map to a typical e-commerce experience: products are sold in multiple unit types (individual piece, package, bag, bottle, etc.) at different price points, and fulfillment depends on which of several physical branches serves a customer's location. Designing a standard single-unit, single-warehouse e-commerce flow would have misrepresented how the business actually sells and fulfills orders.

Goals

Build Ibarra Mayoreo's first e-commerce platform from the ground up
Design a shopping experience that correctly handles multiple sellable units per product
Design a catalog and fulfillment experience that accounts for multiple branch locations
Work closely with business stakeholders to ensure the design reflected real operational logic
Support recurring Mailchimp marketing campaigns tied to the platform
Deliver both UX design and front end implementation

Research

Research was grounded in direct competitive benchmarking against HEB, treated as Ibarra Mayoreo's primary competitor, to understand how a much larger established retailer structured its own digital shopping experience.

Key insights

A product sold as a piece, a package, and a bag isn't three products, it's one product with three purchasing contexts, and the interface needed to make that distinction clear without confusing customers used to single-unit e-commerce
Fulfillment depends on which branch serves a customer, so location needed to shape the shopping experience early, not just at checkout, to avoid customers browsing a catalog that isn't actually available to them
Benchmarking against HEB, a much larger competitor, helped calibrate what a credible digital shopping experience needed to look like, even while building a business logic (multi-unit, multi-branch) that HEB itself doesn't have to solve
Building from zero meant staying in close contact with business stakeholders throughout, since there was no existing digital product to reference, operational logic like multi-unit pricing and branch coverage had to be learned directly from the people who ran the business

User profile

Primary users are wholesale customers across Ibarra Mayoreo's service regions, purchasing products in varying unit types and needing a catalog and fulfillment experience that correctly reflects both pricing per unit type and their local branch's availability.

Main user flow

The experience guides customers to:

Establish their location or branch to determine catalog and fulfillment availability
Browse the catalog with clear differentiation between available unit types and pricing per product
Complete a purchase through a cart and checkout process built around that multi-unit, multi-branch logic

UX & UI decisions

Location or postal code based catalog logic, ensuring customers only see products and fulfillment options relevant to their branch
Clear unit type selection and pricing per product (piece, package, bag, bottle) to prevent confusion in a business model that doesn't map to typical single-unit e-commerce
Full cart and checkout flow designed around this multi-unit, multi-branch structure
Full front end implementation to bring the platform to production

Outcome

The platform gave Ibarra Mayoreo its first e-commerce channel, built from zero to production around a business model that doesn't fit a standard single-unit, single-warehouse e-commerce template, benchmarked directly against HEB as the competitive standard to meet. According to the client's own sales team, e-commerce has become Ibarra Mayoreo's largest single source of revenue, with year-over-year growth since launch and strong client satisfaction, alongside an ongoing effort to keep improving the experience further. No formal analytics access was provided directly, so these figures reflect the client's own reporting rather than independently verified data.

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