Delfin Vaquilar

Hi, I am a UX UI Developer at Big Stick Custom Jerseys where I design, manage and iterate on our main site.

Work

01

Mobile-First Redesign Yields Significant Conversion Rate Boost

March 2024

I leveraged insights from session recordings and heatmap data to identify significant usability issues for mobile users. I designed a mobile first product iteration, immediately improving our mobile conversion rate by 3% two weeks post launch.

With approximately 1000 jerseys to choose from, customers found the product exploration process overly complex.

Data driven discovery leads to major site overhaul

February 2024

Solution

I uncovered significant usability issues using analytics data and over 200 responses from a system usability survey. I designed and implemented a one page product filtering system reducing navigational complexity by 41%.

With approximately 1000 jerseys to choose from, customers found the product exploration process overly complex.

A new beginning for a pillar in the local hockey community

"... I realized the site content and Information architecture has not been updated since the early 2000s- it was far from mobile friendly. In addition, they had just finished paying a web designer a hefty fee to add a coat of paint over this rusty exterior."

Despite 63% of first time users being on mobile devices, the website was not mobile friendly.

The initial website setup lacked scalability for Arrow Innovation's expanding needs, necessitating a more flexible solution.

Scaling an E-Commerce site in the luxury retail market

"... the site was written in pure HTML / CSS. As the business grew I quickly realized I needed a new solution that can both scale, and appease a new premium-luxury target demographic"

Content creation

Professional photo, video and social content for a premium streetwear brand

Homogenizing and managing 2000+ product images for web

Exploring the traditional UX process for Google Design Certificate

"... spanning months, I meticulously studied each step and explored diverse methods to achieve the desired outcome. Ultimately, the project aimed to delve into the breadth of product design in real-world practice."

The first major peer reviewed project as part of the Google UX Design Certificate.

About

02

I'm Delfin Vaquilar, a passionate product designer.

During the peak of the 2020 pandemic, I founded Arrow Innovation, a fashion design startup. By 2021, my design acumen and resourcefulness earned me 1st place in a national 'Streetwear Startup' award, along with capital valued at $10,000 CAD.

From 2022, I rigorously taught myself the web design and ux research process. Looking to add value to my employer, I plead my case to create a new product designer role despite our small team of seven.

In summer of 2023, I finished my Bachelors of Arts, Major in Culture and Expression at York University, and six months later the Google UX Design Certificate.

Today, I spearhead product research and design at Big Stick Custom Jerseys. By analyzing user behavior data, I've significantly transformed and enhanced our main site's usability, information architecture, and user journey, contributing to annual sales of approximately $850,000.