Lunelli Malhas e Tecidos is the textile core of one of Brazil's largest fashion groups, supplying fabrics to its own brands.
.. Lunender, Lezalez, Alakazoo, Fico Surfwear, Hangar 33... and to hundreds of external fashion brands and resellers across the country. For B2B buyers, resellers, and partners, the website is the primary tool to browse, evaluate, and specify fabrics for their collections. Or it should have been.
The product had lost its users.
Buyers had abandoned the site entirely and gone back to printed PDF catalogs, which meant they were always one collection behind, missing products that could have driven sales. The sales team was compensating by hand, pushing updates that a working platform should have handled on its own.
Fashion is a detail-intensive domain: product codes, fabric compositions, texture variants, print options, color references. The old site gave buyers no useful way to navigate any of it. And Lunelli's custom textile services, a real differentiator, were invisible in the architecture.
A partner NPS of -93 told the rest of the story.
I owned product design end to end: research, information architecture, flows, and visual direction.
The first decision was the most important one. Instead of organizing the catalogue around Lunelli's internal structure, I mapped how buyers actually shop for textiles, by product type, by collection, by detail, and built the IA around that. The job to be done was specific: a buyer needs to find, compare, and specify a fabric fast, sometimes from a phone on a showroom floor. Every navigation choice answered to that scenario.
Product pages showed what matters in this industry and nothing else: fabric codes, compositions, texture details, color options. The trade-off was saying no to marketing-driven content where buyers needed reference material.
The visual direction came from a one-word brief: timeless. Neutral palette, editorial typography, a layout system that wouldn't date itself in two years. And custom print and personalization services finally got their own place in the architecture, visible to buyers for the first time.
Traffic grew 312% in under six months.
Partner NPS went from -93 to +42 in a single quarter, a 135-point swing that meant one thing: buyers came back to a tool that respected their time. The PDF catalogs stopped being the workaround.
