Mariana Ordoñez

A DTC Shopify store for original watercolors, designed and coded end to end.

I designed, built and run tienda.mordonez.com - a Spanish-first Shopify store selling original watercolors, greeting cards, digital downloads and custom commissions - on a custom theme I coded with AI coding agents.

ShopifyCROUI/UXWebBrand

Mariana Ordoñez - A DTC Shopify store for original watercolors, designed and coded end to end.

RoleFounder, Designer and Developer

TimelineOwn business, ongoing

DatesJun 2026 - Present

ToolsShopify (Liquid), HTML/CSS/JS, Figma, AI coding agents, GitHub

Storetienda.mordonez.com

ContactDiscuss a project

The problem

One small catalog has to sell four very different things: one-of-a-kind originals, cards, instant digital downloads and made-to-order commissions. Each has its own buying logic - scarcity, shipping, file delivery or a quote - and an off-the-shelf theme treated them all as the same product with a quantity box.

My process

Designed the information architecture around how people actually buy art - Originales, Tarjetas, Descargas, Encargos and a Galería of sold work - and gave each product type its own Shopify template: originals show "Pieza única" with no inventory count, and downloads hide quantity and shipping messages.
Built a custom Online Store 2.0 theme in Liquid, HTML, CSS and JavaScript with AI coding agents, connected to GitHub so every change shipped through a pull request - about 135 commits from first build to the current store.
Designed a guided commission configurator: size, number of elements and level of detail update a live COP estimate and delivery time, clearly marked as "no payment yet", then a separate photo-upload step and a confirmation that explains the 50/50 payment and response time.
Applied CRO basics a small store can afford: a free-shipping threshold in the announcement bar, explicit COP pricing, Add to cart plus Buy now, a fixed add-to-cart bar and swipeable gallery on mobile, a cart drawer that recalculates as quantities change, and filters that apply on change.
Run the store end to end - merchandising, product photography, copy, fulfilment and customer service - and fed what shoppers asked back into the theme, from clearer commission steps to a WhatsApp contact option.

The solution

A quiet, gallery-like storefront where every product type sells the way it should: originals feel rare, cards feel easy, downloads are instant, commissions start with a transparent estimate, and a sold-work gallery quietly proves demand.

**A gallery first, a shop second**Full-bleed watercolor photography, a two-line promise - "Acuarelas, para mirar despacio" - and two clear paths: buy an original or commission one. Free shipping in Colombia sits in the announcement bar.

**Originals that read as one-of-a-kind**Every original is shown framed, tagged "Pieza única" and priced in COP - with no inventory counter, because there is only ever one.

**A product page that tells the story**The piece, its series and what makes it worth slowing down for - with Add to cart and Buy now kept in view as the shopper reads.

**A commission flow with a live estimate**Size, number of elements and level of detail update the estimated price and delivery time instantly - clearly marked as an estimate, with no payment taken until it is confirmed.

**Digital downloads, without the friction**A separate template for digital products: no quantity selector and no shipping messages - just the artwork, the price and instant delivery.

**Sold work as social proof**An automatic gallery of originals that already found a home - proof of demand, and a natural nudge toward commissions.

Impact

A live, self-run DTC store - designed, coded, merchandised and shipped by one person - that turns the same conversion principles I use for brands into my own sales.

Next project All work