KG Motos
KG Motos is one of Brazil’s largest e-commerce platforms for motorcycle parts and accessories, with over 15 years in the market and a robust operational structure across multiple marketplaces and channels. The platform offers thousands of SKUs, serving both end-users and workshops in need of fast and reliable delivery.
The goal of the redesign project was to modernize the shopping experience, increase conversion, and bring visual consistency to a fragmented digital ecosystem, all while maintaining compatibility with legacy infrastructure and high-volume catalog dynamics.
Digital Acceleration for a High-Volume Niche Market
KG Motos needed a flexible, intuitive, and conversion-focused interface to compete in a highly price-sensitive and logistics-driven segment. The redesign had to account for buyer behavior marked by urgency, technical specificity, and limited tolerance for friction.
The project involved rethinking navigation, product page structure, category architecture, and visual language while improving mobile performance and checkout clarity across devices.
Context
Although the business had strong organic traffic and marketplace penetration, the direct-to-consumer experience was underperforming due to outdated UX patterns, slow product discovery, and inconsistent branding. The redesign was also a response to operational feedback: customer service, logistics, and catalog management teams were spending time compensating for interface flaws that could be solved upstream through product design.
My Role
I led the UI design effort from end to end, acting as a bridge between business objectives, operational constraints, and the implementation team. My responsibilities included:
- Restructuring site navigation and search experience
- Designing scalable product cards and variant selectors
- Mapping checkout frictions and optimizing decision flow
- Implementing a flexible, responsive design system integrated into the e-commerce engine
Key Challenges
- Adapting UI components to a vast catalog with multiple technical variables (models, engine types, compatibility)
- Unifying fragmented visual identity across legacy templates
- Reducing dependency on manual customer support during product discovery and checkout
Approach & Strategy
I applied a user-centered approach with business constraints in mind:
- Navigation architecture: Introduced predictive filtering, direct search, and tag-based navigation to minimize product discovery time.
- Product information clarity: Standardized technical fields (e.g., model compatibility, dimensions) to reduce return rates and increase buyer confidence.
- Checkout flow: Reduced distractions and simplified input structure to accelerate conversion, especially on mobile.
- Mobile-first design: Prioritized performance and clarity on mobile devices, the brand’s dominant traffic source.
Key Learnings
- In transactional environments, UX is directly tied to operational efficiency, not just conversion.
- Catalog complexity must be translated into simplified UI patterns that reduce cognitive load without hiding critical information.
- Collaboration with non-design stakeholders (support, logistics, catalog) reveals frictions that traditional UX research may overlook.
Final Thoughts
KG Motos was a clear example of how design can operate as a performance layer in e-commerce, not only by enhancing aesthetics or usability, but by systematically reducing friction, aligning internal teams, and enabling scalable growth.
More than a redesign, the project was a turning point in the company’s digital evolution: it transformed the site from a functional asset into a strategic sales and service channel, capable of scaling with the demands of its niche market
