Célio

A growing platform without a coherent information architecture.

Célio's e-commerce platform had accumulated features and content without a governing IA logic. Navigation, product discovery and purchase journeys had grown in different directions, creating friction at the points where customers needed clarity most.

Rebuild the IA around customer intent, not category structure.

The information architecture was rebuilt around the way Célio's customers actually shopped — by occasion, by style, by need — rather than by the internal product category logic. Navigation, filtering and product page structure were redesigned to reduce the path from intent to purchase.

A coherent e-commerce experience aligned with shopping behaviour.

The redesigned platform reduced journey friction and improved the alignment between how customers thought about fashion purchases and how the platform guided them through the catalogue.

Mobile was an afterthought, not a starting point.

Célio's mobile experience had been adapted from the desktop platform rather than designed for mobile usage patterns. The result was a functional but suboptimal experience for a customer base that was increasingly mobile-first.

Design mobile journeys around the specific behaviours of fashion retail on-the-go.

Mobile journeys were redesigned for the contexts in which Célio's customers actually used them: product discovery while commuting, price checking near stores, wishlist management before purchase decisions. Store-connected features — availability checking, store locator, click and collect — were integrated into the mobile journey as primary, not secondary, features.

A mobile experience designed for how customers actually shop.

The mobile redesign connected online browsing behaviour to physical store context — making the transition between digital and in-store shopping feel intentional rather than disjointed.

No shared design language across channels and teams.

E-commerce, mobile and store-connected digital interfaces had been built by different teams at different times with no shared component logic. Visual and interaction inconsistencies had accumulated across every channel.

Build a shared design language that works across all channels.

A component library was established as the shared foundation for all digital touchpoints — e-commerce, mobile and store-connected services. The system was built to absorb the operational variation of 40 countries while maintaining brand and experience consistency.

One design language. 550 stores. 40 countries.

The shared component system gave Célio's product and development teams a common language for digital decisions — reducing inconsistency, accelerating delivery and making experience quality maintainable at scale.