Context
Segafredo Zanetti is a renowned Italian coffee brand with a distinct expertise in crafting premium coffee and coffee-centric items. The brand boasts an extensive array of coffee blends, including espresso, whole bean and ground coffee, as well as coffee capsules tailored to diverse coffee machines. Complementing their offerings, Segafredo Zanetti also presents an assortment of coffee-related equipment and accessories, including espresso machines and coffee grinders.
Our main goal for this project was to make the website more user-friendly, attract more customers, and create a better platform to showcase the brand and its products. This involved redesigning the existing website.
Problems & Solutions
Subpar user experience and design leading to high bounce rates
Conducted an extensive review of the website's user experience to identify pain points and areas of improvement.
Staying current and remain at the forefront of industry trends
Engaged in thorough market research and competitor analysis to pinpoint prevailing design trends and best practices.
Accommodate a diverse user base and ensure optimal cross-device functionality
Crafted an intuitive interface design that emphasised user-friendliness and delivered a seamless browsing experience across an array of mobile devices.
Establishing coherent UI Design across the platform
Developed UI page designs that's aligned with the brand's established guidelines, ensuring a visually harmonious experience for users.
Lack of consistent brand identity system across the website and social media channels
Constructed a comprehensive brand identity system that includes a meticulously curated color palette, typography, and a spectrum of design components.
Stages of the Work
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Week 1 Project Kick-off
During the initiation stage, our cross-functional team closely engaged with key stakeholders from the client's side. This collaborative effort aimed to define the project's objectives and to gain an in-depth comprehension of the business requirements and aesthetic preferences pertaining to the website's design.
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Week 1-2 Discovery
The discovery phase spanned the initial two weeks and concentrated on multiple facets. Primarily, the identification of target personas for the website. We also emphasised the unique values and attributes that required attention, as well as thoroughly analysing the coffee industry landscape, allowing us to understand both strengths and weaknesses of competitors.
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Week 3-4 Wireframing
Leveraging our research insights, we entered the wireframing phase. Our team crafted an intuitive interface design that prioritised user-friendliness and ensured a seamless experience on various devices. Through wireframes and prototypes, we visually brought the concept to life, making it tangible and engaging.
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Week 4-5 Website Design
During this phase, we followed our established brand guidelines and style guide to shape the design. Our careful process resulted in UI pages that were visually engaging and functionally effective, prioritizing an exceptional user experience. Simultaneously, we gathered essential assets for the upcoming development stages.
Wireframing
Our design team meticulously developed wireframes for the primary pages of the Segafredo Zanetti website. These wireframes stem from the thorough UX audit and extensive research involving users and the market. This approach guaranteed a user-centric design, enhanced the navigation structure, gave prominence to crucial content segments, and streamlined the information layout.
UI Design
We leveraged the iconic elements of Segafredo's Italian website as a foundation for our UI improvements, ensuring a consistent brand identity while tailoring the design to resonate with the New Zealand market. By enhancing the user interface with refined typography, vibrant imagery, and a harmonious color palette, we created a captivating concept that seamlessly combines the elegance of Segafredo's Italian heritage with the unique tastes and preferences of New Zealand coffee enthusiasts. The result is a visually striking and culturally relevant website that elevates the brand, inviting users to explore the world of Segafredo Zanetti.
Before
After
Catalogue and Cart pages
Other pages
Mobile view
