01→
ECOMMERCE
WooCommerce, product architecture, variants, filters, cart and checkout.
// la oveja negra
// ux · ui · psychology · ecommerce
// design · development · performance
01 / INTRO
We design
the way
people
buy.
La Oveja Negra studies the intersection between user experience, interface design, psychology and ecommerce development.
UX / UI
Psychology
Ecommerce
CRO / Performance
SYSTEM STATUS
UXACTIVE
UIACTIVE
ECOMMERCEACTIVE
DEVELOPMENTREADY
PERFORMANCEMEASURED
SECURITYACTIVE
INFRASTRUCTUREREADY
THESIS
A good interface does not ask the user to think about the interface.
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UX *UI *PSYCHOLOGY *ECOMMERCE *CRO *DEVELOPMENT *PERFORMANCE *SEO *UX *UI *PSYCHOLOGY *ECOMMERCE *CRO *DEVELOPMENT *PERFORMANCE *SEO *
02 / THINK
Ideas, theories and behavioural patterns applied to digital commerce.
We study why
users decide.
01020304
ECOMMERCE
Using AI in ecommerce without losing human judgement
How to apply AI to ecommerce catalogues, sales, customer service and automation without delegating business decisions to a model.
development
Frontend architecture: designing interfaces that can evolve
An interface that grows without a system accumulates exceptions. Shared components, tokens and rules make it possible to evolve without multiplying inconsistencies.
development
JavaScript: how much behaviour does an interface really need?
Interactivity has a cost. The goal is not to eliminate JavaScript, but to load and run only what adds value to the experience.
ecommerce
Checkout: every field can become an exit
Every requested detail needs a reason. Friction appears when the system asks for more effort than the customer understands as necessary.
03 / DESIGN
Theory
becomes
interface.
A psychological theory is only useful when it can become a concrete UX, UI or product decision.
THEORY → INTERFACE
01HICK’S LAWfewer perceived options → simpler decisions
02COGNITIVE LOADless effort → better product comprehension
03SOCIAL PROOFmore confidence → less uncertainty
04LOSS AVERSIONmake visible what the user can lose
05CHOICE ARCHITECTUREstructure options to make the decision easier
04 / BUILD
Design is
only useful
when it can
ship.
02→
DEVELOPMENT
React, Next.js, APIs, integrations and reusable systems.
03→
PERFORMANCE
Weight, rendering, images, caching, Core Web Vitals and real-world experience.
04→
SECURITY
Hardening, firewall, access control, backups, WordPress and service protection.
05→
INFRASTRUCTURE
Ubuntu, Nginx, PHP, databases, Redis, Cloudflare, backups and server configuration.
06→
SEO
Architecture, content, metadata and technical foundations for organic search.
07→
OBSERVABILITY
Metrics, errors, performance and signals needed to understand what is happening.
08→
MAINTENANCE
Updates, security, performance and continuous system evolution.
05 / METHOD
Understand.
Design.
Build.
Measure.
01UNDERSTANDUnderstand the business, the product and user behaviour.
02DESIGNTurn that knowledge into a clear and useful experience.
03BUILDBring the experience into code without losing intent.
04MEASUREObserve what happens when a person interacts with it.
05ITERATEImprove through data, behaviour and learning.
06 / JOURNAL
Long-form thinking about UX, UI, psychology, ecommerce, performance, security and development.
// ask the sheep
AI / JOURNAL / KNOWLEDGE
Ask
the sheep.
Ask about UX, psychology, behaviour, ecommerce, CRO and the concepts we explore in our Journal.
The Journal and Concept Library are the knowledge base.
07 / CONTACT
Let’s build
something
people
understand.
UX/UI, ecommerce, CRO, development or performance projects where the problem deserves to be understood before the code starts.
START A CONVERSATION
NOTE
We do not start with code.
We start with behaviour.