Selling clothes online the way the owner already sells them: on WhatsApp, one customer at a time.
Luisiana Boutique is a women's clothing shop in Olivos, Buenos Aires, with a shop on the street and an online store on Tienda Nube. Most of its customers are older women who browse on their phones, and before buying they wrote to the owner anyway, to ask about sizes, colours or delivery. The owner wanted to leave the platform and reach customers who never walk into the shop.
01 · Framing the problem
An online store for a shop that sells by conversation
Tienda Nube charged commissions that were high for the number of sales the shop made, and most of those sales ended on WhatsApp anyway. The owner knows many of her customers by name, and they buy the way they would in the shop: asking first. Three problems came out of how she actually sells:
Checkout was the wrong last step
Customers left the store to ask the owner something, and the sale was closed by hand in a chat.
"Will it fit me?" came one message at a time
Each brand sizes in letters, numbers or one size, and every doubt about a size was a new question to the owner.
Stock she can get, but has not bought yet
Many garments are not in the shop but can be ordered from the brand, and buying stock that does not sell is the shop's biggest risk.
02 · Working through it
Designed for her customers and for her
Two people use this product: a customer on her phone, often for the first time, and the owner, who loads every garment herself from her iPhone. I designed for both, starting with the owner's tool so she could load the catalogue while the public site was still being designed.
WhatsApp as the checkout
No online payments. Every garment ends in a button that opens WhatsApp with the message already written: the product, the size, the colour and the link. Large type, large buttons, a WhatsApp button on every page, and the shop's own words on the Concept page, with reviews from customers and its Instagram.
A fitting room that shows how it fits, not only if it fits
Two ways in: a quick estimate from height and weight, or a precise one with your own measurements and a guide for taking them with a tape. The result draws the garment on a soft mannequin shape, with coloured bands where it is loose or tight. It went through four versions: the first figure copied each customer's bust, waist and hips, and I changed it so nobody would feel bad looking at their own shape. The profile stays saved, so each garment shows only "Your size (M) is available", with the full measurements one tap away.
A catalogue that measures interest before she buys
Each garment is loaded once with all its colours and sizes, and every combination is "In the shop", "On request" or "Not available". The site shows "Ships right away" or "Availability to be confirmed" and never quantities, so a request for something she does not have yet tells her what is worth ordering. It works like buying from a catalogue, with the owner on the other side of the chat.
03 · Where it is now
Live for the owner, launching for her customers
This case is still being built, so there are no results to show yet. This is what is already running:
- The owner's toolLive since 27 October 2026. She loads and edits garments from her iPhone.
- The public siteA first version is live with the catalogue, filters by size, Last pieces and ordering by WhatsApp.
- The moveEvery page and photo of the old store backed up, with 102 addresses listed so they can redirect to the new site.
- In the shop's nameEvery account is in the shop's name, with me as a collaborator.
Hola, I'm Lu. Senior Product Designer, 6+ years across different industries. I start with the real problem, make complexity understandable, and stay close to the outcome. More about me →
