Chirimoya
Web Design
UX/UI Design
UX Research
E-Commerce
Responsive
Interactive Design
Scroll Animation
Parallax Effect
The brief
Chirimoya is a sustainable clothing brand specialising in timeless basics made from responsibly sourced Peruvian Pima cotton and Alpaca wool, with a strong commitment to ethical production and supporting Andean artisan communities.
To elevate their online presence, Chirimoya sought to redesign their landing page and product presentation, emphasising clean visuals, user-friendly navigation, seamless shopping experience and slights visual effects that mirrors the premium quality of their garments.
My role
I was hired as a freelance UX/UI designer, overseeing the design process from concept to final handoff with the development team. My role involved conducting user research, creating wireframes, and high-fidelity prototypes aligned with the brand's aesthetic vision.
I managed stakeholder expectations through regular updates and feedback sessions, ensuring the project met both functional and aesthetic goals. I also prepared detailed documentation and assets to ensure a smooth handover and execution by the development team.
The cherry on top
With the client, designer, and developer spread across different time zones—up to a 10-hour difference—I established overlapping work windows and structured communication. Regular touchpoints and clear documentation ensured timely updates and feedback. By managing time differences proactively, we minimised delays, maintained team alignment, and kept the project on schedule.
Competitive Analysis
By analysing competitor sites, I identified common design patterns and opportunities for differentiation aligned with Chirimoya’s minimalist ethos. This informed a sober, elevated website approach, reflecting their focus on luxurious, timeless basics with simple, uncluttered layouts.
Users Interviews
To ensure Chirimoya’s website redesign resonated with target users, I conducted user interviews focusing on competitor sites in the sustainable and luxury basics market. Insights from participants highlighted preferences for clear product information, simple navigation, and visually appealing layouts.
By analysing this data, I identified key opportunities to enhance readability, improve product visibility, and streamline navigation. These user-driven insights informed strategic design choices, aligning the website with both best practices and the needs of Chirimoya’s audience, resulting in a more intuitive and engaging user experience.
Landing Experience
Crafting an engaging landing page showcasing a premium fashion label's ethos and products.
Overview
The redesigned landing page for Chirimoya captures the brand’s essence with a dynamic hero section, interactive product highlights, and a seamless call-to-action for shopping links. Each section balances storytelling and functionality, elevating the browsing experience.
Explore the prototypes below to see the design in action.
First Impression
The hero section plunged the users in Chirimoya's story by featuring a looping video of the Andean Mountains, highlighting the brand's origins and commitment to sustainability. A concise paragraph within the hero emphasises their ethical sourcing of Peruvian Pima cotton and Alpaca wool, mentioning their focus on creating luxurious comfort.
To reinforce this ethos, an animated banner cycles through impactful two-word statements, offering a dynamic and engaging summary of the brand’s values while ensuring a strong first impression.
Brand Ethos
To further immerse users in Chirimoya’s story, I crafted a dynamic about section that pairs bold text with engaging visuals. It opens with the statement “NOT YOUR AVERAGE WOOL & COTTON,” introducing the unique Baby Pima Wool blend. A thumbnail image expands to fill the frame as users scroll, seamlessly transitioning the text from black to white for better contrast.
This interactive feature highlights the brand’s core values while encouraging exploration of the full about page.
Collection Display
The products presentation section features a dynamic, adaptable layout that highlights Chirimoya’s garments across three frames. The left side introduces each product with descriptive text and a call-to-action with a link to its shopping page, while the right side showcases a photoshoot image. Designed for versatility, the visuals can be updated to reflect seasonal collections, new drops, or promotions.
To enhance user engagement, a parallax scroll animation adds subtle movement to the photoshoot images on the right, creating an interactive experience. The left side remains static for clarity, ensuring seamless navigation and focus on product details.
Shopping Links
At the bottom, I added links to the men’s and women’s sections, offering a visually engaging way to continue shopping. While the top menu already provides these links, placing them at the end of the captures users who are ready to explore further. Each frame features rescaling image animations that subtly draw attention and create a smooth, interactive transition from brand storytelling to product discovery. This approach bridges the narrative of the landing page with actionable next steps, enhancing user engagement.
Product Experience
Refining products presentation, elevating aesthetics and improving usability of a premium fashion label.
Product Listing
- Increasing image sizes for better product visibility
- Adjusting image order, creating uniformity:
- First, flat lay picture of product
- Second, on hover a photoshoot of corresponding product
- Adding clear colour selection and garment swapping for improved accessibility
- Adding currency details to reduce frustration
- Changing background colours to ensure garments stand out clearly
Product Detail Design
The objective was to create a fluid, frictionless shopping experience where essential information—such as product materials, sizes, and care instructions—is easily accessible without excessive scrolling or clicks. This approach aligns with Chirimoya’s ethos of simplicity and quality, ensuring the garment remains the focal point.
I preserved the site’s clean aesthetic while enhancing its refinement and sophistication to emphasise the brand’s core qualities. These subtle yet impactful design updates allowed Chirimoya to stand out in the luxury basics market without overstating its positioning.
Key modifications included
Increasing garment image sizes for better product visibility
Adjusting the order of garment information (name, price, colours, sizes) to align with shopping decisions
Reordering images: flat lay first, photoshoot second, details last, matching users interest
Adding names and clear selection outlines to products colours, improving accessibility
Linking size guides and return policies to reduce cognitive overload
Simplifying garment information into bullet points for clarity and accessibility
Including model measurements to aid accurate sizing decisions
Introducing a “Complete the Look” feature to improve navigation and boost sales
These enhancements improved usability, reduced cognitive load, and elevated the shopping experience, reinforcing Chirimoya’s position in the luxury market.
Summary
The redesign of Chirimoya's products presentation embodies the brand's simplicity, quality, and sophistication. Enhancements in usability, accessibility, and visual hierarchy reduced friction, delivering a seamless and engaging shopping experience. Key updates, such as optimised product presentation, intuitive navigation, and refined design elements, ensured the product remained the focal point. These changes preserved Chirimoya's unique identity and elevated the user experience, reflecting the timeless elegance of their products.