Fiasconaro website restyling
The Challenge
The client asked to transform the website into a more modern, intuitive experience that could guide users naturally into the world of the brand.
The project began with an analysis of the old website’s sitemap to identify limits and ineffective user flows. I then redesigned the content structure in a more strategic, user-friendly way, using wireframes to create a clear and consistent flow that laid the foundation for the new digital experience.
With the structure in place, I focused on creating a smoother UX and a clean, essential UI, enhanced by strong visuals, making navigation engaging and elevating the perception of the brand and its products, highlighting ingredients, artisanal quality and the Made in Sicily identity.
WHAT I DID FOR THIS PROJECT
Research
I analyzed user behaviors, competitors, and industry trends to understand how to effectively present the brand and its products. This phase helped identify usability issues and define a clear, content-driven design direction.
Wireframes
I designed low-fidelity wireframes to define the site structure, user flows, and access to the reserved area. This step allowed me to validate navigation and content hierarchy before moving to visual design.
Visual Design
I created a clean and refined interface that enhances product storytelling while staying true to the brand identity. The visual system focuses on clarity, consistency, and intuitive elements to support both users and agents.
Usability Testing
I tested interactive prototypes to evaluate user flows, navigation, and content clarity across different sections of the site. This step allowed me to validate usability issues and refine key interactions before moving to final delivery.
USER RESEARCH
User research helped identify users’ needs, behaviors, and expectations through qualitative insights and pattern analysis.The findings guided design decisions, leading to clearer flows and a more intuitive, user-centered experience.
Luca
Paolo faces a problem when generic product descriptions make it hard to assess quality. The solution is clearer content that highlights ingredients, craftsmanship, and brand heritage.
Diego
Diego experiences a problem when cultural context is unclear, reducing perceived uniqueness. The solution focuses on storytelling around origin, tradition, and Sicilian identity.
Laura
Laura encounters a problem when the visual experience doesn’t convey enough emotional value for gift purchases. The solution lies in stronger visual storytelling and premium imagery.
STYLE GUIDE
The style guide defines a clear visual system through typography, color palettes, and reusable components, shaping a clean and contemporary user experience.
It provides a solid foundation to ensure visual consistency and coherence across all touchpoints of the project.
White
Hex Color Code: #ffffff
Comfy Brown
Hex Color Code: #998172
Army Blue
Hex Color Code: #444F68
Dark Grey
Hex Color Code: #2E2E2E
Mobile experience
On smaller screens, every detail counts. I optimized layouts, typography, and images so the brand could feel just as strong as on desktop. The result is a simple, smooth, and engaging mobile experience that helps users explore products effortlessly.
Interactions and animations
I designed and refined several micro-interactions to enhance the clarity and fluidity of the user experience. Through targeted animations and immediate feedback, I made the interface more intuitive and consistent, helping users understand actions and guiding them throughout their navigation.
Results
The digital website has significantly improved the clarity of navigation paths, the overall browsing experience, and the brand’s visual impact. A smoother, more engaging, and more consistent experience, capable of conveying the Fiasconaro identity in an immediate and authentic way.
