[{"data":1,"prerenderedAt":309},["ShallowReactive",2],{"project:\u002Fexpressiva-modas:en-us":3,"project:prev:\u002Fexpressiva-modas:en-us":301,"project:next:\u002Fexpressiva-modas:en-us":305},{"id":4,"title":5,"body":6,"category":274,"company":276,"cover":277,"date":278,"description":279,"extension":280,"featured":281,"image":282,"isPublic":281,"links":283,"meta":287,"navigation":281,"order":288,"path":289,"period":290,"role":291,"seo":293,"stack":294,"status":295,"stem":296,"tags":297,"__hash__":300},"projects_enUS\u002Fen-us\u002Fprojects\u002Fexpressiva-modas.md","Expressiva Modas",{"type":7,"value":8,"toc":264},"minimark",[9,13,29,34,37,41,192,196,204,208,211,221,231,235,238,248,252,261],[10,11,12],"p",{},"Every time I walk past Expressiva's physical store, in downtown Guarapuava, I remember this project — it was one of the e-commerce sites I built at K13, and it turned out genuinely good-looking.",[14,15,18,26],"figure",{"className":16},[17],"rehype-figure",[19,20],"img",{"alt":21,"height":22,"src":23,"title":24,"width":25},"Expressiva Modas home page, with a featured-items carousel and best sellers",675,"\u002Fimages\u002Fpages\u002Fprojects\u002Fexpressiva-modas\u002Fexpressiva-modas-home.png","Home",1200,[27,28,21],"figcaption",{},[30,31,33],"h2",{"id":32},"a-multi-brand-store-since-1990","A multi-brand store since 1990",[10,35,36],{},"Expressiva was founded in 1990, out of three sisters' shared passion for fashion — today one of the best-known multi-brand stores in Guarapuava. The catalog is dominated by Colcci, alongside pieces from Carrano, Farm, Dudalina, Luiza Barcelos, Lacoste, and Morena Rosa.",[30,38,40],{"id":39},"under-the-hood","Under the hood",[42,43,44,57],"table",{},[45,46,47],"thead",{},[48,49,50,54],"tr",{},[51,52,53],"th",{},"Layer",[51,55,56],{},"Technology",[58,59,60,76,100,112,129,141,153,165],"tbody",{},[48,61,62,66],{},[63,64,65],"td",{},"E-commerce",[63,67,68],{},[69,70,75],"a",{"href":71,"rel":72,"target":74},"https:\u002F\u002Fdeveloper.adobe.com\u002Fcommerce\u002F",[73],"nofollow","_blank","Magento",[48,77,78,81],{},[63,79,80],{},"JavaScript",[63,82,83,88,89,94,95],{},[69,84,87],{"href":85,"rel":86,"target":74},"http:\u002F\u002Fprototypejs.org\u002Fapi\u002F",[73],"Prototype.js"," (Magento's native framework), ",[69,90,93],{"href":91,"rel":92,"target":74},"https:\u002F\u002Fapi.jquery.com\u002F",[73],"jQuery",", ",[69,96,99],{"href":97,"rel":98,"target":74},"https:\u002F\u002Fgithub.com\u002Fzloirock\u002Fcore-js",[73],"core-js",[48,101,102,105],{},[63,103,104],{},"Carousel",[63,106,107],{},[69,108,111],{"href":109,"rel":110,"target":74},"https:\u002F\u002Fkenwheeler.github.io\u002Fslick\u002F",[73],"Slick",[48,113,114,117],{},[63,115,116],{},"Gallery\u002Flightbox",[63,118,119,94,124],{},[69,120,123],{"href":121,"rel":122,"target":74},"https:\u002F\u002Ffancyapps.com\u002Fdocs\u002Fui\u002Ffancybox",[73],"FancyBox",[69,125,128],{"href":126,"rel":127,"target":74},"https:\u002F\u002Fgithub.com\u002Figorlino\u002Felevatezoom-plus",[73],"elevateZoom",[48,130,131,134],{},[63,132,133],{},"CSS framework",[63,135,136],{},[69,137,140],{"href":138,"rel":139,"target":74},"https:\u002F\u002Fgetbootstrap.com\u002Fdocs\u002F",[73],"Bootstrap",[48,142,143,146],{},[63,144,145],{},"Icons",[63,147,148],{},[69,149,152],{"href":150,"rel":151,"target":74},"https:\u002F\u002Fdocs.fontawesome.com\u002F",[73],"Font Awesome",[48,154,155,158],{},[63,156,157],{},"Email marketing",[63,159,160],{},[69,161,164],{"href":162,"rel":163,"target":74},"https:\u002F\u002Fdocs.magemail.co",[73],"MageMail",[48,166,167,170],{},[63,168,169],{},"Analytics\u002FAds",[63,171,172,94,177,94,182,94,187],{},[69,173,176],{"href":174,"rel":175,"target":74},"https:\u002F\u002Fdevelopers.google.com\u002Fanalytics",[73],"Google Analytics",[69,178,181],{"href":179,"rel":180,"target":74},"https:\u002F\u002Fdevelopers.google.com\u002Ftag-platform\u002Ftag-manager",[73],"Google Tag Manager",[69,183,186],{"href":184,"rel":185,"target":74},"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads",[73],"Google Ads",[69,188,191],{"href":189,"rel":190,"target":74},"https:\u002F\u002Fdevelopers.facebook.com\u002Fdocs\u002Fmeta-pixel\u002F",[73],"Facebook Pixel",[30,193,195],{"id":194},"from-cart-to-whatsapp","From cart to WhatsApp",[10,197,198,199,203],{},"The Magento behind Expressiva was originally built with a real cart and checkout — you can still see it in the site's FAQ page, which describes a \"Shopping Cart\" flow with CEP-based shipping calculation. That flow doesn't exist anymore: not a single product in the current catalog shows a buy button. On every one of them, the CTA is ",[200,201,202],"strong",{},"\"Talk to a Consultant\"",", which opens a list of eight real salespeople, each with a pre-filled WhatsApp message already referencing the product. The store became a showcase — the actual sale happens in the chat.",[30,205,207],{"id":206},"a-catalog-with-no-single-variation-pattern","A catalog with no single variation pattern",[10,209,210],{},"One way to see it up close: not every product has a size or color selector. A sneaker with more than one size in stock shows a \"Select Size\" button grid — but most of the catalog (dresses, t-shirts, belts, sunglasses) has no selector at all, because color and size are already baked into each product's name and URL. A belt in four color\u002Fsize combinations becomes four separately registered products, not one product with variants. I never saw a clickable color swatch on any product — color is always part of the name.",[14,212,214,219],{"className":213},[17],[19,215],{"alt":216,"height":22,"src":217,"title":218,"width":25},"Product page with a size selector rendered as a button grid","\u002Fimages\u002Fpages\u002Fprojects\u002Fexpressiva-modas\u002Fexpressiva-modas-produto-tenis.png","Product — size selector",[27,220,216],{},[14,222,224,229],{"className":223},[17],[19,225],{"alt":226,"height":22,"src":227,"title":228,"width":25},"Product page with no variation selector, going straight to WhatsApp","\u002Fimages\u002Fpages\u002Fprojects\u002Fexpressiva-modas\u002Fexpressiva-modas-produto-vestido.png","Product — no variation, WhatsApp CTA",[27,230,226],{},[30,232,234],{"id":233},"categories","Categories",[10,236,237],{},"Clothing, Footwear, Accessories, and Beachwear, each with filters by subcategory, price range, and color — no grid\u002Flist toggle.",[14,239,241,246],{"className":240},[17],[19,242],{"alt":243,"height":22,"src":244,"title":245,"width":25},"Clothing category with subcategory, price, and color filters","\u002Fimages\u002Fpages\u002Fprojects\u002Fexpressiva-modas\u002Fexpressiva-modas-categoria.png","Category — Clothing",[27,247,243],{},[30,249,251],{"id":250},"about","About",[14,253,255,259],{"className":254},[17],[19,256],{"alt":257,"height":22,"src":258,"title":251,"width":25},"About page telling the store's 1990 origin story","\u002Fimages\u002Fpages\u002Fprojects\u002Fexpressiva-modas\u002Fexpressiva-modas-quem-somos.png",[27,260,257],{},[10,262,263],{},"The story of the three founding sisters, told in the brand's own voice, closing with the campaign hashtag #AmoExpressiva.",{"title":265,"searchDepth":266,"depth":266,"links":267},"",2,[268,269,270,271,272,273],{"id":32,"depth":266,"text":33},{"id":39,"depth":266,"text":40},{"id":194,"depth":266,"text":195},{"id":206,"depth":266,"text":207},{"id":233,"depth":266,"text":234},{"id":250,"depth":266,"text":251},[275],"e-commerce","K13","\u002Fimages\u002Fpages\u002Fprojects\u002Fexpressiva-modas\u002Fexpressiva-modas-cover.png","2026-07-12","Magento e-commerce for a multi-brand fashion store in Guarapuava, founded in 1990 — today a storefront that turned into a WhatsApp-driven sales operation, staffed by a team of sales consultants.","md",true,"\u002Fimages\u002Fpages\u002Fprojects\u002Fexpressiva-modas\u002Fexpressiva-modas-detail.png",[284],{"label":285,"url":286},"loja.expressivamodas.com.br","https:\u002F\u002Floja.expressivamodas.com.br",{},5,"\u002Fen-us\u002Fprojects\u002Fexpressiva-modas","2021 – 2022",[292],"Frontend Developer",{"title":5,"description":279},[75,87,93,140,111,123,128,99,152,164,176,181,186,191],"completed","en-us\u002Fprojects\u002Fexpressiva-modas",[75,93,65,298,299],"Fashion","WhatsApp Commerce","ryHFSGU7sj0sRQ4nmdiWByCwDxtpGS0nq4goVeBgrJM",{"path":302,"title":303,"order":304},"\u002Fen-us\u002Fprojects\u002Falentejana","Adega Alentejana",4,{"path":306,"title":307,"order":308},"\u002Fen-us\u002Fprojects\u002Foab-guarapuava","OAB Guarapuava",6,1784312184181]