IMAGINATION > REALITY
Hi, I'm Preyesh, a Discovery-Driven UX Lead
I help organisations turn complexity into clarity.
I specialise in discovery-to-delivery UX by uncovering user needs, shaping the ‘to-be’ vision, and designing iteratively to de-risk and accelerate value.
10+ years across fintech, logistics, SaaS, and public sector.
Choux-Choux & Mochi
👀 Overview
Project: Choux-Choux & Mochi — Children’s Book & Brand
Role: Founder, UX Lead, Product Designer, and Author
Tools: Figma, Shopify, Midjourney, ChatGPT, Canva, Amazon KDP, BookVault POD, FigJam
Website: www.choux-choux.world
✨ The Challenge
I wanted to create something that connected my two lifelong passions of storytelling and design in a way that educated and inspired children about world food and culture.
What began as a simple idea for a curious young chef named Choux-Choux evolved into a multi-channel educational brand:
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A storybook series introducing global cuisines
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A Shopify-based ecommerce site selling books and merchandise
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A platform for parents, schools, and libraries to discover engaging learning materials
The challenge: turn a creative idea into a viable, scalable digital product. I wanted my audience to have an experience that feels as magical online as it does on the page.
🎯 Goals
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Create an accessible, story-driven ecommerce site that balances storytelling with conversion.
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Design a cohesive brand system that works across books, plush toys, and educational packs.
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Build a production-ready digital store using low-code tools (Shopify + Amazon + POD integrations).
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Ensure the experience reflects the story’s tone — warm, whimsical, and educational.
🔍 Discovery
Audience Understanding
I started by identifying three primary audience groups:
• Parents looking for educational and meaningful gifts
• Teachers & librarians seeking classroom tie-ins
• Children (4–8 years) who would experience the world through Choux-Choux’s eyes
I ran informal user interviews with parents and educators to understand what drives their purchasing and reading choices. Insights included:
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“I love when books spark curiosity beyond the story.”
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“If there’s an activity we can do together, it feels more valuable.”
These insights directly influenced both the book design (recipe pull-outs, culture tips) and the website structure (clear audience entry points).
🧩 Strategy & IA
Using FigJam, I mapped out key journeys for each audience segment:
• Shop — browse, bundle, and purchase storybooks & plush toys
• Learn — access recipe and language downloads
• Schools & Libraries — explore outreach, lesson plans, and author visits
I structured the information architecture to flow naturally from storytelling → engagement → conversion:
Home → Story → Shop → Learn → About → Contact
Each page would balance brand narrative and product purpose, avoiding a purely transactional feel.
🎨 Design & Brand System
I developed a cohesive visual and emotional design language inspired by Studio Ghibli’s warmth and detail.
Core principles:
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Warm, golden palette evoking comfort and discovery
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Storybook typography blending charm with clarity
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Illustrations consistent across web, print, and merchandise
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Micro-interactions (hover glows, sparkles, motion cues) to mirror the magical world
I also designed an icon system (pizza, Colosseum, Florence dome, etc.) to visually connect book chapters with web sections — bringing subtle world-building into the digital experience.
🛠️ Implementation
I built the website on Shopify, optimised for storytelling and conversion:
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Theme customisation
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Print-on-demand integration (BookVault & Amazon) to automate fulfilment and shipping
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SEO & metadata setup for each page and product
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Email capture popup with discount incentive
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Bundles and limited-edition offers for seasonal promotions
Accessibility and performance were key:
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All text is readable at WCAG AA contrast
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Descriptive alt tags for all imagery
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Simple, intuitive navigation for parents and teachers
🚀 Launch & Promotion
To launch www.choux-choux.world, I created a multi-channel campaign that blended storytelling, paid reach, and community engagement.
Using Meta Business Suite (Facebook & Instagram), I ran story-led ad campaigns targeting UK parents aged 20–45 interested in cooking and children’s learning. Scheduled posts, warm imagery, and retargeting ads helped build emotional connection and drive visitors to the store.
On TikTok, I shared short, playful clips like “Meet Choux-Choux & Mochi” and “Recipes from the story!” to introduce the characters and spark curiosity. Authentic, behind-the-scenes content aligned perfectly with the brand’s warm, magical tone and encouraged user participation.
Each channel linked back to the Shopify store, where a festive bundle offer (Hardback + Colour-Me Edition) and a newsletter sign-up discount supported early conversion.
📈 Results & Outcomes
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Live Shopify store with functional checkout and BookVault/Amazon fulfilment
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Consistent brand identity across digital and print products
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Positive user feedback
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SEO-optimised pages already driving organic search traffic
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Established educational outreach strategy for 2026 expansion
🪩 Reflections
This project allowed me to apply numerous facets of UX. From research, strategy, interaction design, content to delivery — but with creative storytelling at its core.
It taught me:
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How to balance brand emotion and commercial clarity
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How to prototype, test, and launch an ecommerce site solo
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How to build an experience that grows beyond a product — into a world.
Choux-Choux started as a spark of imagination. Today, it’s a living brand teaching kids that food is the world’s most delicious adventure.
⏭️ Next Steps
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Extend the brand ecosystem with “Book 2: Japan” launch
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Develop interactive maps and “Where’s Mochi” activities online
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Introduce schools’ bulk ordering and educator login portal
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Scale into multi-language editions and global fulfilment
Notable Work
About Me
I specialise in helping teams turn messy problems into clear, scalable digital experiences that drive measurable outcomes. Whether that’s launching a betting platform under strict regulations, transforming a national logistics network, or reimagining AI tools for manufacturers. I bring structure, clarity, and a human touch to every challenge.
I’ve led multi-disciplinary teams, built design systems, coached junior designers, and worked shoulder-to-shoulder with developers, product managers, and C-level stakeholders.
I believe good design is commercial, collaborative, and grounded in reality.
Let’s build something that makes a difference.
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