One service, two users

We began with service design to ensure a comprehensive understanding of the needs of the different target groups involved. This approach allowed us to map the user experience and identify critical issues and opportunities before advancing to more costly phases of the design process, enabling us to prioritize features that deliver value to our users as quickly as possible.

Design implementation and brand cohesion

Building on the insights from the codesign workshop, I opted for a layout characterized by soft lines, inspired by the texture of Parmalat products, and a cheerful atmosphere that aligns with the moments of product usage throughout the day.

In making this choice, one of the primary challenges was ensuring that the four portals were distinctive yet coherent, while maintaining a unique identity.

To achieve this, I relied on the use of specifically selected colors and illustrations for each vertical, while maintaining a stylistic coherence that made them identifiable as part of the same family.

The implementation of a universal navigation system and cross-site research was crucial from an architectural standpoint, as it helped reinforce the perception of each vertical belonging to the same family, while also facilitating user navigation across the various portals.

This strategy ensured that each portal had its distinctive personality, while simultaneously contributing to solidifying the overall image of the Parmalat brand.

A mini-site reservation platform for users

Interacting with service designers, developers, and product managers, we have created the two digital products that constitute the Free Your Style experience.

The first is a mini-site that allows end customers to select the desired treatment, locate the nearest ghd salon, and book a free styling session in a few simple steps.

Despite the implementation of a double verification via email and phone, necessary to ensure compliance with regulations and prevent potential violations, the site has recorded a remarkable conversion rate of 40%.

Celebrating diversity through coherent design

My redesign approach emphasized the use of diverse visual elements to exhibit the array of product shapes and the vivid packaging colors of Witor's, thereby reinforcing the coherence of the brand identity.

This approach transformed what might have been confusing into a conscious and colorful aesthetic choice. By carefully integrating these elements, I was able to create a cohesive design that not only revitalized the brand but also celebrated its diversity in a visually appealing manner.

Streamlining User Experience and SEO optimization

As is obvious for any brand's portal aimed at product sales, a significant goal was to enhance sales performance.

To achieve this, I tackled two fronts: making product presentations more engaging by incorporating illustrations and animations, and optimizing the purchase funnel by eliminating unnecessary steps for user transaction completion.

From a SEO standpoint, the challenge lay in maintaining page hierarchy for SERP ranking purposes. A workaround was devised to ensure products were immediately visible, unlike the previous setup, by converting SEO-relevant pages into a system resembling filtering. Consequently, users can make their choices with two clicks fewer compared to the previous website.

A booking-management app for salons

The ghd salons participating in the initiative receive the new contacts generated through Free Your Style and can use the free service as a springboard to gain exposure.

Salons have access to an app, available on both Android and iPhone, to manage booking requests, record stylings performed by scanning the QR code received from clients via email, and register any sales of GHD products.

Building a comprehensive resource hub: Parmalat's portal transformation strategy

Another objective for Parmalat was to transform its portals into a go-to resource for people seeking information about its products (via the magazine) and their usage (via recipes), thereby increasing retention and capturing the attention of users.

To achieve this, I devised an architecture that strongly interconnected recipes, informative content, and, while maintaining the ultimate goal of driving e-commerce/store traffic, product pages.

This approach guaranteed that products were never presented in isolation but were always accompanied by information that enhanced the brand's reliability. Additionally, it inspired users with previously unconsidered product usage possibilities.

Empowering accessibility and autonomy: modular design and headless CMS implementation

I took a proactive approach to accessibility, integrating "accessible by design" principles and practices from the initial stages of website design.

Additionally, I verified that the components were modularly designed, allowing the client's editors to assemble them autonomously to build pages, leveraging the benefits provided by the implementation of a Headless WordPress CMS.

Monitoring KPIs

An integrated KPI monitoring dashboard system has been implemented within the project, providing a detailed evaluation of the website and app performance. Continuous tracking of key metrics such as bookings, styling, geographic distribution, and salon performance has led to real-time operational adjustments.

This approach has optimized the user experience, enhancing results and satisfaction for all involved parties, while also enabling more effective allocation of marketing resources, thereby improving the impact of promotional efforts.

Implementing versatile and engaging UI in Webflow

In the tight timeframe allotted, my challenge was to craft a website within Webflow that boasted captivating yet straightforward layout and animation solutions. The objective? To ensure our user interface not only dazzled users but also satisfied the client's demand for versatility while sidestepping redundancy.

To achieve this, I strategized layout variations and animations, planning their reuse across the site while making tweaks to assets and color schemes to underscore their adaptability.

The resulting design garnered enthusiastic praise from both users and the client, affirming its success in meeting the project's objectives.

Thanks to the Team

Francesca Bronzini (Project Manager)

Luca Lombardi (Lead Designer)
Giuseppe De Pascale (UI/UX Designer)

Nicola Toledo (Webflow Developer)
Pietro Tancredi (Frontend Developer)

Thanks to the Team

Andrea Montanari (Project Manager)

Luca Lombardi (Lead Designer)
Giuseppe De Pascale (Senior UI/UX Designer)
Sebastiano Gobbo (Service Designer)

Jeuffre Brena Pulido (Senior Frontend Developer)
Stefano Fasoli (Backend Developer)

Thanks to the Team

Aura Tardia (Product Manager)

Luca Lombardi (Lead Designer)
Giuseppe De Pascale (Product Designer)
Sebastiano Gobbo (Service Designer)
Lisa Rinaldi (UX Writer)

Nicholas Ruggeri (Senior Frontend Developer)
Abanoub Zaky (Frontend Developer)
Giuseppe Gatto (Backend Developer)
Dorel Veliu (Mobile App Developer)