Hernandez Artesania is a design case study which illustrates how design practices can help promote indigenous culture, and how cultural capital can empower an individual's sense of identity while improving their economic outcome


Rivera is a graphic designer/artist currently pursuing her MFA in Graphic Design at Cal State LA. She recalls that, as a young child in Mexico City, she saw a mural by David Alfaro Siqueiros, near the entrance of the building where her mother worked. The mural’s massive composition with its vibrant colors captivated her and she yearned to paint.

She moved to Los Angeles when she was 10 years old, and remembers how the art that was prevalent in her everyday life in Mexico City was also to be found in Los Angeles.

︎ ︎︎

2914 N. Main St
Los Angeles, Califas 90031


Hernandez Artesania Online

According to research on this subject, artisan "success" can be measured by access to and control
of capital and labor.

Designing an online presence for Hernandez Artesania is one of the most important aspects of this project. Addressing the needs of the Hernandez family and designing a website that supports smartphone capabilities, intuitive user interface, along with a user guide, will help support the sustainability of the Hernanadez Artesania e-commerce and online presence.

I researched, surveyed and mapped out a suitable user flow  based on a short survey. Twenty people participated in the survey, and were asked basic information about their online shopping experiences, habits and expectations . After gathering all the data, I began site-mapping the Hernandez Artesania website. It all began by creating a grid system which considered branding, positioning and marketing.
This website is meant to serve two purposes: first, to function as an e-commerce marketplace, and second, to share Hernandez Artesania’s unique narrative. The site hierarchy is important for two reasons: one, it allows the visitor to get a sense of the Heranez Artesania’s brand as well as the ability to search for timely content, new items for sale, or new videos about the family highlighting the traditional process of weaving and various handmade goods.

After the launch of the website, there was a final usability test session with a new set of participants who were different than those recruited for the survey. 
The findings of the test included the addition of the currency converter, bilingual content (Spanish and English), and revising unclear navigation issues. I also included the Hernandez family in the usability test session and made sure their feedback was included in the final revisions.