Main Goal

Italia Deluxe needs an online presence that better represents their brand's industry leading status and longevity. They seek to increase direct-to-consumer sales by improving the e-commerce shopping experience on their website.

The Problem

Although Italia Deluxe has a successful wholesale approach, their direct-to-consumer efforts have fallen short of their market potential. Their website is cluttered and difficult to navigate. In addition, their inconsistent and generic branding makes their products forgettable in the heavily saturated beauty industry.

ReBranding Guide

The current logo features a single horse that evokes luxury European brands such as Porsche, Ferrari, and Hermès. Yet Italia Deluxe has a duality to its identity. The brand embodies both glamour and youth. 

Italia Deluxe already has multiple unicorn-branded products. The unicorn embodies both Italia Deluxe’s glamour and whimsy. I replaced Italia Deluxe's horse with two rearing unicorns that are in keeping with the current logo, but better convey the brand's duality.

USER TESTING

I reached out to five beauty enthusiasts to gain insight on their needs, motivations and frustrations regarding Italia’s current online buying experience. I asked each participant to add three specific products to their cart. Then each participant described their shopping experience.

I collated their answers into the following statements:

• I was able to find the products because the product names correspond well with the navigation bar.
• The product packing is dated.
• The website is really cluttered.
• The logo is difficult to read and understand.
  

USER FLOW

The current website's navigation is outdated and unimaginative. To improve and streamline the overall user experience, I redesigned the navigation so shoppers can view and select products more easily. 

WIREFRAMES

THE SOLUTION

By improving Italia Deluxe’s overall online appearance, consumers will more easily be able to shop directly from their company. Condensing and grouping similar products throughout their website has created a cleaner and more inviting presentation.

Continuing to improve product packaging and adhere to the new brand guidelines will further propel Italia Deluxe to the forefront of the beauty industry.