Fiesta Mart, a Houston-based Latin American supermarket giant, needed to modernize its digital presence to support a national expansion. The primary goal was to reach a diverse Latino audience while ensuring the site felt as familiar and vibrant as their physical stores.
The Problem:
The target demographic often includes users who are less familiar with complex web interfaces. The existing site lacked intuitive navigation and failed to meet critical accessibility standards (ADA compliance), creating a "digital divide" for many loyal customers.
The Solution:
I led an empathy-driven redesign focused on radical simplicity. My process included:
Discovery & Research: Analyzing legacy pain points and aligning stakeholder expectations with cultural and legal requirements.
Iterative Prototyping: Moving from paper wireframes to digital prototypes, testing with real users to ensure the "bilingual experience" felt natural rather than translated.
Accessible Design System: Developing a lightweight, ADA-compliant design system using Antenna and Open Sans to balance brand strength with high readability.
The Results
Scalability: A fully responsive, 12-page WordPress platform ready for multi-state expansion.
Performance: The site successfully maintains an average of 40,000 monthly visits.
Delight: Integrated "subtle motion" and delightful interactions that make the digital grocery experience memorable and easy to navigate.
