Service
Web Design & Ecommerce
A site that sells, and a store you can run without calling me.
Freefirst call
One call to scope the project.
Your price follows that call.
You own the store and the design files.
Traffic arrives, looks around and leaves. The site is pretty enough, the products are good, and still the cart sits there half full. A site is not a brochure that happens to take payments: it is a sequence of small decisions you either make easy or make expensive. And even the best-built one goes nowhere without a real strategy for who arrives and what happens once they do. I run this like a studio: design, development and a conversion specialist, briefed once and building from the same plan.
What "run like a studio" means in practice
A store that looks great and sells nothing is money spent on decoration. The same small group that designs and builds it also runs the strategy that fills it. So growth does not stall the day the invoice clears.
The launch is day one, not the finish line
A site ships, and that is when the real data starts. The team that built it stays close enough afterward to read what traffic is doing with it. Not gone the week after launch.
Structure before decoration
What each page has to do, in what order, before anyone picks a typeface. A beautiful page in the wrong order still loses the sale.
Built to convert, not just to launch
A marketing specialist reviews the funnel and the tracking before the store ships. The same studio that designs and builds it, not a handoff to someone meeting the brand for the first time after launch.
What I offer
9+ years as a product designer. With a developer and a conversion specialist a phone call away the moment a project needs either.
Design
Turning a blank canvas into a store people actually buy from. Same discipline whether it is a brand-new build or a large catalogue that already gets real traffic. Figma variables and a token-based system keep every page speaking the same visual language.
Development
A full-stack developer who has shipped stores on Shopify, WooCommerce and custom front ends alike. Front end, back end, and the unglamorous parts: hosting, domains, payment integrations. All handled without a second vendor.
Marketing
A specialist who has spent years turning traffic into customers is part of the build from day one. Conversion rate optimisation, funnel structure and tracking set up correctly, not bolted on after launch. Ongoing campaigns and ad spend are their own conversation, and that is the Marketing service.
Research
Before a single wireframe: a teardown of the competition, benchmarking against the category, and real conversations with the people who will buy. Nothing gets designed on a hunch.
How I work
Comfortable inside someone else's process or running the whole thing solo. Fintech, automotive, ecommerce. Different categories, same standard, no ramp-up needed.
What I work on
Six areas, in this order. Everything in the scope document belongs to one of them.
The first ten seconds
What the homepage says before anyone scrolls: who this is for, what it costs, and why it is worth a second minute.
Finding the right thing
Navigation, categories, filters and search. In a catalogue of any size, this is where most of the lost revenue sits.
The product page
Images, variants, stock, delivery, returns and the objections you answer before they are asked. Nielsen Norman Group estimates people read around 20% of the text on a page, so order matters more than volume.
Cart and checkout
Field by field, guest checkout included. Baymard put the average checkout at 11.3 form fields in 2024, when most sites need 8. Every extra one costs you orders.
Speed and technical SEO
Image weight, Core Web Vitals, metadata, structured data and redirects. A launch that loses your rankings is not a launch.
Trust and accessibility
Contrast, focus states, keyboard paths, plus the signals that make a stranger hand over a card. WebAIM found 95.9% of home pages fail WCAG.
Who's behind this project
For Web Design & Ecommerce builds, this is the full team. Design, build and the strategy that fills the store, not a rotating roster or a separate marketing agency meeting the brand for the first time.
Fabián Leone
Product Designer & Founder
9+ years as a product designer across fintech, automotive and ecommerce. From blank-canvas MVPs to large-scale products already carrying traffic. Took Fiwind from its first MVP to 800,000+ users and a 4.5 to 4.8 star rating, scaling from sole designer to leading the team.
Cristian Giosue
Full-Stack Developer
5+ years building full-stack products. React and Node on the front and back end, Power BI and DAX for data-heavy features. Ships products ready to launch on web and app, servers and domain setup included when the project needs it.
Joaquín Imberti
Growth & Marketing
Years of hands-on experience turning traffic into paying customers. Conversion rate optimisation, funnel design and the tracking setup most stores get wrong. On this kind of project the store gets built to convert from day one; running the ongoing campaigns is its own conversation.
One brief. Design, development and growth.
I am not just here to make your store look right. I am the single point of contact for the people who build it and the person who makes sure it actually sells. Already used to working together.
One person, briefed once
You explain the problem one time. From there it moves through design, build and the growth strategy without you repeating yourself to three different vendors.
Specialists who already work together
The developer and the conversion specialist on this project have years of history with me. Nobody spends the first month learning how the others operate.
No hand-offs, no bloat
No account managers relaying messages, no separate marketing agency re-explaining the brand from scratch. The same senior attention from kickoff through the first month of live traffic.
Freefirst call
The first call is free and commits you to nothing. Pages, platform, integrations and how deep the conversion work needs to go all get written down before a design file opens. One number for the whole build, not a moving target.
Start a project
Brand decides what it says, marketing decides who sees it. They all sit on the same page.