Analogue in
a digital world
This project aimed to enhance the user experience and redesign the interface of Gonzalez Fotoastro’s online shop. Take a look at the challenges we faced while creating this project.
2025
UX/UI
Gónzalez Foto Astro
Barcelona
Challenge
Gonzalez Foto Astro is an analog photography and astronomy shop with over 60 years of history, located in Valencia, Spain. We began this project by identifying the main challenges it faces: despite its strong brand potential and active social media presence, these strengths are not reflected in its online store. The website is outdated and inefficient, creating obstacles to expanding its sales outside the physical store.
Goals
Design and develop a user-centered digital solution for González Photography and Astronomy that modernizes its offering, expands its reach, and promotes analog photography while preserving its traditional essence.
Immersion phase
01
Interview with stakeholders
23
Surveys
10
Interviews
18
Webs
Research synthesis
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Gonzalez Foto Astro is an analogue photography and astronomy store with more than 60 years of experience, located in Valencia Spain.
We started this project identifying the main problems that they endure, and we noticed that although they have a great brand potential and prescence in social media, this doesn’t translate correctly on their website.
During the interview with the stakeholders we learned that their website ain’t the most important sales channel for them and they didn’t saw any potential in improving it.
We carried out market research, reviewing 18 websites, including local businesses as direct competitors and international analog photography stores to gain insights and identify opportunities for improvement. Alongside this, we conducted a series of interviews and surveys with photographers and analog photography enthusiasts, as well as with Gonzalez’s direct customers. After this research, we gathered the following insights: The current website appears less trustworthy and outdated to users. Although Gonzalez has better online reviews than its competitors, as well as a longer history with a loyal customer base, the competition has more attractive websites that appeal to more first-time and younger customers.
User Experience
Based on the user interviews and surveys, we developed three user personas: one looking to purchase a camera, another aiming to book a repair appointment, and a third interested in downloading their developed photos.
We also redesigned the content structure to ensure faster, more intuitive navigation.
Finally, we defined a brand voice that is human, authentic, collaborative, traditional, and trustworthy, paired with a tone that feels warm, approachable, clear, inspiring, and nostalgic.
After testing the prototype with real users in two iterations, we obtained a final result before moving on to the UI design phase.
User flow
Wireframes
User Interface
Following the UI benchmark analysis, we created a mood board that guided the development of the style tile and UI Kit. We selected a color palette that brings freshness and warmth without overwhelming the site, complemented by images from local photographers to convey an aspirational yet approachable feel. The bold typography was chosen as a nod to the traditional film packaging. After completing the redesign, we carried out a second round of user testing to refine the experience and deliver the final product.
UI Kit
Deliver
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