Fashion ecommerce
Piberio Club
- Product strategy
- UX/UI
- Operational system
- Role
- Industry
- Year
- Product strategy, UX/UI, Systems design
- Fashion ecommerce
- 2026
Project overview01
They were selling clothes from a Drive PDF. We built what came next.
Piberio Club sells shirts and hoodies with illustrated Uruguayan identity: the crest, corner-store sweets, football codes. Nothing is held in stock, so a garment takes fifteen to twenty days to make. The catalog was a PDF in a Drive folder, too heavy for a phone. Orders arrived as Instagram and WhatsApp messages.
We looked at the logistics rather than the visuals. Three problems came out of it: the catalog was working against them, orders had no single place to live, and the production wait was silent for the buyer.
The challenge02
Paying for a ready-made commerce platform came up in the conversation, but Piberio was more interested in something built for them than in adapting the brand to a platform. So the job became the smallest thing that fixed the three problems and that they could run without us.
At a glance03
Three problems, not the one they described
Where it jammed
A catalog stuck in a Drive PDF, orders arriving as messages with nobody clearly holding them, and a production wait the buyer heard nothing during.
How an order goes now
One catalog on the web, a checkout that ends in a real order number, and tracking by code that carries the buyer through the wait.
How it sounds
Illustrated Uruguay, corner-store nostalgia, Montevideo copy. The tracking stages speak the same way, so even the waiting sounds like the brand.
How it went04
The scope moved with what we learned
The first conversations showed the real problem started once someone had decided to buy. The early steps held, and the scope grew from there: more time on the ordering side, adjusted with them while we prototyped.
Getting to know Piberio
- First call
- The brand and who buys it
- Where the mess starts
Deciding what it was
- Their problems, their words
- Proposal
- Scope we both agreed on
Drawing it
- Rough shapes
- Real screens
- Rounds with them
The site first
- Visual language
- Storefront
- Technical decisions
Then the backoffice
- Built to fit the site
- Self-managed
- Support and new features
Scope of work05
What the work covered
Start from their day, not from a feature list
The inbox, the supplier calls, the spreadsheet, the questions buyers kept asking. The system came out of that, not out of what an online store usually has.
Get the catalog out of Drive
The PDF went first. Garments, prices, photos and colours moved onto the site, edited by the team, so a drop is published in minutes.
Design the storefront first, then fit the tools to it
The buyer judges the brand on the site, so it was settled first, then we worked out what had to be true technically for it to work that way. The backoffice was shaped around the site, not the other way round.
Replace the spreadsheet without taking it away
Every order lands with a number and a state, and filters pull out the ones stuck on payment. Excel still imports and exports, so nobody gave up the way they already counted.
Make the wait part of the product
Made to order means two weeks of public silence. A tracking code and a run of emails turn that gap into something the buyer can watch.
Build for the size they are now
No subscription, no seat plans, no rules the brand did not ask for. It covers what they need now and is theirs to extend later.
User archetypes06
The buyer, and the team behind the order
One order is a purchase on one side and two weeks of work on the other.
Buyer
- Role
- Found the brand on Instagram and wants a garment that sounds like home.
- Motivations
- Wants to see everything on sale, with the price and the sizes, without downloading anything.
- Behaviour
- Buys from a phone, and writes a DM whenever the site does not answer the question.
- Pain points
- Pays for a made-to-order garment, then hears nothing for two weeks and starts to doubt the order exists.
Piberio team
- Role
- Runs a clothing brand without an admin structure behind it.
- Motivations
- Needs to know what was ordered, who paid, what is with the supplier and what goes out this week.
- Behaviour
- Counts in spreadsheets, coordinates by WhatsApp, works in drops rather than in warehouse stock.
- Pain points
- Loses an order between an Instagram message, a transfer screenshot and a row somebody forgot to update.
Product thesis07
Piberio did not need a bigger platform. It needed its catalog to open on a phone, its orders in one list, and its own voice still talking while a garment is being made. Everything else was left out on purpose.
What changed08
From scattered orders to one workflow
Compared with what came before: a Drive folder, a spreadsheet and a WhatsApp thread per order.
- The catalog stopped being a PDF
- Garments, prices, colours and photography live on the site, edited by the team. Nobody re-exports a PDF to change a price.
- Orders moved into one manageable workflow
- A number and a state, visible from payment through production to delivery. The team stopped asking each other who was handling it.
- Payment issues became visible
- Filters pull out the orders stuck waiting on a transfer, so chasing one is a short list rather than a scroll.
- Customers could follow production
- A code and a run of emails cover the fifteen to twenty days a garment takes, in the brand's own voice.
- Existing spreadsheet work stayed intact
- Orders import and export as Excel, so moving in did not mean giving up how the team already counted.
- Ownership stayed with the business
- No platform plan, no seat tiers, no checkout to reshape the brand around. Theirs to run and to extend.
One order, start to finish
Someone sees a drop on Instagram, opens the catalog on their phone, confirms a size. The order lands in the backoffice with a number. Payment is marked, the garment goes into production, and the buyer follows it by code while the emails do the explaining.
The storefront09
The site, page by page
Six surfaces, from landing off an Instagram story to watching a garment being made. Each at full length.
Design system10
Colour and type
- Electric blueHex: 0037FB
- Sun yellowHex: FFD60A
- InkHex: 101014
- PaperHex: FFFFFF
- Raw cottonHex: E8DCC8
Brand
Sitka Banner
The display family used for large campaign headlines and cultural storytelling.
Interface
Poppins
The body and UI family used across catalog, checkout, tracking, forms and backoffice controls.
Accent
Sitka Display
The italic accent voice used for brand moments; Lora is the local fallback when the Adobe kit is unavailable.
Sun isotipo
Sun
Shirt
Flag
Outcome
- The catalog is live and edited by Piberio. Prices, photos and new drops go up without a developer.
- Orders moved from messages and spreadsheets into one manageable workflow with a number, state and owner.
- Buyers follow a garment by code and by email through the fifteen to twenty days it takes.
- The business runs on a tool it owns, not a platform it has to reshape itself around.
