'Mi Factoría' From Functional Store to Family-Friendly Brand
How I redesigned a Shopify site to better connect with curious kids and practical parents.
🧭 Context
MiFactoría.cl is an e-commerce project run by Ignacio León, offering educational and creative toys for kids - with the goal of encouraging parents and children to play, explore, and learn together. The original Shopify store worked, but lacked visual consistency, intuitive structure, and the emotional warmth that defines the brand. First impressions felt generic, and the product discovery wasn’t as smooth as it could be.
🔧 What I Did
My role was to guide and implement a complete visual and structural refresh - without relying on developers or custom code.
Key decisions included:
Theme tuning: Reworked the Shopify Dawn theme for a softer, more playful tone.
Brand clarity: Defined minimal colors, fonts (Jost + Inter), and a friendly tone of voice.
Structure first: Optimized homepage layout, menus, mobile view, and visual hierarchy.
Hands-on guidance: Help Ignacio balance his ideas with e-commerce best practices and define reusable design elements to ensure easy maintenance and future growth.
This was done in an iterative, fast-paced way — making value visible from day one.
📈 What Changed
The site now feels aligned with the brand’s purpose: playful, practical, and trustworthy.
Product sections are clearer and more scannable.
The homepage supports both conversion and exploration.
Ignacio feels more confident updating content and testing ideas on his own.
“Customers now stay longer and explore more - especially from mobile.”
🧠 My Insight
Shopify can be surprisingly powerful — but visually rigid unless you dig into the code. This project reminded me that good e-commerce design isn’t about adding more, it’s about making the right things stand out. Especially on mobile. By focusing on structure, clarity, and a friendly tone, we created something that feels both functional and personal. And that’s what makes people stay.
Need help turning your Shopify store into a real brand experience?
I work with small business owners to clarify structure, tone, and design without expensive overhauls.
My approach is simple: make the most of what you have, guide you through smart decisions, and build systems you can actually use.
🛍️ E-commerce, brand kits, visual hierarchy, content strategy —
If you need a partner who’s hands-on but strategic, we should talk.
💬 Reach out via WhatsApp or visit faguilera.com
Good e-commerce design isn’t about adding more, it’s about making the right things stand out.
