Portfolio / Inclusive fashion e-commerce
A store designed to celebrate every curve.
We redesigned Curvy Boutique's experience to bring identity, trust and conversion together: from discovering a garment to choosing a size, paying and getting help. A boutique in Bucaramanga, Colombia, that designs and selects clothes for curvy women from L to 5XL, with an online store that lives up to what it promises at the counter.
01The challenge
A brand with a mission deserved a store just as clear.
Kelly Pérez studied fashion design and turned a personal frustration —how hard it was to find modern clothes that fit her— into a boutique that celebrates the body instead of hiding it. The physical store already said so: advice at the counter, garments chosen for real curves, and sizes other stores don't carry.
The online store still spoke like a template. The opportunity was to give that mission a digital experience just as clear: a shopper should see at a glance that there are clothes for her here, find her size without guessing, trust how to pay and receive, and know there is a person ready to help.
What had to be solved
- 01Make the proposition obvious in the first viewport
- 02Browse by category without template navigation
- 03Answer the size question at the moment of choice
- 04Build trust in Colombian payments and shipping
- 05Hand off to WhatsApp without breaking the purchase
- 06Keep the brand intact when a product is shared
Our role
Strategy, design direction, UX/UI, content architecture, WordPress and WooCommerce build, technical optimization, SEO and connecting the store to the system that runs it.
02The strategy
Four principles for the whole journey.
Purpose first, then the garment.
The store didn't need to sell harder: it needed to remove doubt. Each block on the home and product pages answers one concrete question a curvy shopper has —is this for me?, will it fit?, how do I pay?, who can help?— in the order she asks it.
We kept WooCommerce. The catalog, variations and orders already lived there, and switching platforms for its own sake would have cost months without answering any of those questions.
Clear purposeEasy catalogLess uncertaintyContinuity
03The home page
Proposition, catalog, trust and retention.
The promise «Moda que abraza tus curvas» (fashion that embraces your curves), the segment —inclusive fashion, plus sizes— and shopping one click away. Above it, a fixed bar recalls nationwide shipping, installments with Addi or Sistecrédito and advice over WhatsApp.
5 doors —blouses, trousers, skirts, dresses and sets— with campaign photography, instead of a template drop-down menu.
A dynamic block wired to the catalog: whatever comes into the store shows up without anyone editing the home page.
Kelly's story on the home page, not buried on an inner page: it is the proof of purpose that explains why the store exists. Below it, the four shopping commitments on the brand's wine.
Shoppers buy and ask from their phones, so the mobile journey gets the same care as desktop: hero, full-width categories and the size help always visible above the selector.
04Visual system
Wine, coral and cream: feminine, grown-up.
Brand · Action · Headlines
- HEX
- #5A0D20
- RGB
- 90 · 13 · 32
Accent · Labels · Newsletter
- HEX
- #DA7E5F
- RGB
- 218 · 126 · 95
Main background
- HEX
- #FBF6F3
- RGB
- 251 · 246 · 243
Alternate bands · Surfaces
- HEX
- #F3E6E0
- RGB
- 243 · 230 · 224
Reading text
- HEX
- #2A1519
- RGB
- 42 · 21 · 25
Secondary text
- HEX
- #6E5A5D
- RGB
- 110 · 90 · 93
05Typography
A boutique serif, a sans that serves.
Marcellus
Aa Bb Cc — 0123456789
Regular 400
Jost
Aa Bb Cc — 0123456789
Regular 400 · Medium 500
Jost · small caps
Aa Bb Cc — 0123456789
Medium 500
Moda que abraza tus curvas
50 px · 400Compra por categoría
35 px · 400Kelly Pérez creó la boutique que siempre quiso encontrar
30 px · 400Cortes que estilizan, telas cómodas y asesoría personalizada para que te sientas segura cada día.
16 px · 400Moda inclusiva · Tallas grandes
13 px · 500 · small caps06Shopping experience
Doubts are answered where they arise.
Size and colour as visible options, not a drop-down. Under the button, three reminders: nationwide shipping, installments with Addi or Sistecrédito, and «Unsure about your size? Message us on WhatsApp».
An accessible dialog above the selector, on every product that uses the global size attribute: bust, waist and hip from L to 5XL, what to do between two sizes, a video on taking your measurements, and WhatsApp with the garment's name already typed.
Category filters as buttons and product photography in the lead. The same card as the home page, so shoppers never have to relearn how to read the store.
"State" reads as Departamento. The ID or tax number becomes required only when the shopper asks for an electronic invoice or pays with Addi, and the server checks the same rule as the browser. Four local payment options: Addi, Sistecrédito, Wompi, Bold.
07The journey
From seeing a garment to receiving it.
WhatsApp isn't a patch at the bottom of the page. For curvy sizing it is a channel of trust and closing, which is why it shows up in the top bar, on the product page, in the size guide and in the emails.
Social
DiscoverCategory
BrowseProduct & guide
Choose a sizeWhatsApp
AdviceCheckout
PayDispatch
Track the order
- 01
Discovers
A garment on Instagram, TikTok or a shared link. The link card already shows the photo, the collection and the size range.
- 02
Browses
She comes in through one of the 5 categories or the new arrivals, without a generic menu in the way.
- 03
Chooses her size
The guide opens above the selector, with the garment's measurements and the rule for anyone between two sizes.
- 04
Asks, if she needs to
One tap opens WhatsApp with the product written in. The advice continues the purchase; it doesn't replace it.
- 05
Pays her way
In installments with Addi or Sistecrédito, or online with Wompi or Bold: PSE, cards and Nequi.
- 06
Receives and tracks
When the order ships, the WooCommerce email carries the carrier and tracking number, with WhatsApp at hand if anything is off.
The diagram is the journey as designed. How many shoppers take it through each channel hasn't been measured yet and isn't published.
08Brand beyond the screen
The same store at every touchpoint.
Every product generates its own 1200×630 card: photo, logo, collection, name, short description, domain and size range, in the brand's type and colours. It regenerates when the photo or name changes, so nobody designs a piece per garment.
15 % off the first purchase. Each sign-up travels signed to the marketing system, with retries if it doesn't answer, and a new subscriber can receive a personal single-use coupon.
The blog tells the mission in the brand's voice. Every article ends with an invitation to pick the store as a preferred source on Google.
09Performance and technology
The technical layer, in service of the sale.
Figures of what was built, not of performance. We don't publish speed or conversion gains until they are measured before and after.
- 6
- sizes in the guide, from L to 5XL
- 4
- Colombian payment methods at checkout
- 1200×630
- social card generated per product
- WebP 78
- new thumbnails, original kept
- ~250 KB
- of form scripts removed from pages that don't use them
- 9
- versioned mini-plugins, one job each
10The delivery
What was built and what comes next.
The store runs on WordPress with WooCommerce as the engine for catalog, variations, inventory, orders and checkout, and Elementor on Hello for layout. The customizations are nine PHP mini-plugins, each with a single job and isolated so one failure can't take the site down: checkout, SEO, images, forms, size guide, newsletter, emails, social cards and preferred source.
Rank Math receives the Kelly Pérez Curvy Clothing brand in the product schema and no longer competes with the theme's meta description. Imagick generates the WebP thumbnails and the social cards. Forms only load their scripts where there is a form: product, shop and category pages no longer download them. And WooCommerce emails reply to the store, follow the brand's hierarchy and include the tracking number when an order ships.
What's pending is stated just as plainly. The home page, product page, size guide and checkout are new; some auxiliary pages still keep text inherited from the theme —the checkout, for instance, still calls the shipping rate «Flat rate»— and reviewing them one by one is the next step.
Delivered
- 01A home page and narrative of its own
- 02Five-category navigation and new arrivals
- 03Contextual size guide with WhatsApp
- 04Localized checkout with Addi and invoicing rules
- 05Product schema with brand
- 06Automatic social cards
- 07WebP thumbnails and conditional form loading
- 08Newsletter wired to the marketing system
- 09WooCommerce emails with shipping data
11The outcome
What changes when the store walks with you.
Size, payment and shipping, with a guide.
The result is a store that communicates Kelly's vision more clearly and turns complex decisions —size, payment, shipping— into a guided experience.
And it isn't alone: behind it runs the system that operates inventory, orders and marketing, with WooCommerce as the shared source of truth.
IdentityTrustGuidance
→Related project
The operating system behind the store.
beleafdesign
Does your store answer the questions before shoppers message you?
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