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 -63, surveyed by the agency through Typeform, 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.
Three decisions did the real work here.
IA around buyer behavior, not the org chart. On the table: mirror Lunelli's internal structure, mirror the brand lines, or mirror how buyers actually shop for fabric. I chose the buyers. The trade-off: internal teams lose their mental map of the site so buyers gain theirs. What it produced: a catalog you navigate by product type, collection, and detail, the way a purchase actually starts.
Product pages stripped to spec. On the table: pages that carry marketing stories, or pages that carry codes, composition, texture, and color. I chose the spec. The trade-off: a less impressive page that answers a buyer on a showroom floor in seconds. What it produced: reference material buyers trusted enough to leave the printed PDF behind.
Customization promoted to first-class. Lunelli's custom textile services closed deals and lived nowhere in the navigation. I gave them their own place in the architecture. The trade-off: more surface to design and maintain, against finally surfacing the differentiator that closes deals. What it produced: the service that wins contracts stopped depending on a salesperson remembering to mention it.
Traffic grew 312% in under six months, tracked in Google Analytics by the partner agency.
Partner NPS went from -63 to +42 in a single quarter, a 105-point swing. But the strongest evidence never touched a dashboard: buyers stopped asking for the PDF. The sales team stopped compensating by hand. The catalog became the first thing partners opened, on a phone, on the showroom floor.
