PROJECT SCOPE —
Art Direction, UX/UI, Site Redesign
Overview
Redesign of Sergio Rossi’s eCommerce experience to immerse viewers into the world of the Italian luxury footwear company.
Designed at — BVA (acquired by Accenture Song)
Role — UX/UI Designer
Site Launch — August 2022
Challenge
Worldwide luxury women’s footwear company, Sergio Rossi, is known for its craftsmanship, refined details, and feminine designs.
Fosun International, the parent company of Sergio Rossi, presented our agency with a unique challenge to migrate two of their largest brands, Sergio Rossi and LANVIN, over to the Shopify platform. Both sites were to be built from the same code repository and Shopify theme, while delivering distinctly different aesthetics and experiences. We were also tasked with redesigning and elevating both sites to reflect the luxurious nature of the Fosun International brands.
Visual Design
Our design process was centered around creating an elevated brand experience and a quality-driven story, emphasizing superior materials and craftsmanship.
Through design iteration and collaboration with internal and client teams, we landed on a structured architectural grid that functions by using linework to frame and guide the user’s eye through the site. Within this direction, we leaned on the graphic attributes of black & white, while utilizing a clean sans serif typeface to provide a bold and modern quality to the site. Additionally, we developed and integrated a UI graphic language of icons and buttons that embodies a subtle playfulness, with a touch of roundness, to contrast the gridded structure frames. We balanced this bold aesthetic with UX best practices to create a conversion-focused, user-centered shopping experience.
Team
Project Manager — Wilner Midouin Jr., Gabriela Nunez
Product Owner — Kelly Lender
Design — Sierra Seifert, Tiffany Newman
Development — Rob Thiessen, Gilberto Velez, Kevin Dicke
Studio — Sue Tran, Vero Romero, Kaya Morris
QA — Rhea Yanga, Erica Jones, Alison Cunningham
UI Kit
We chose a strikingly large and bold heading style to create a modern look and to contrast the thin, delicate gridded lines utilized throughout the site. The icons and buttons were designed to bring in a subtle playfulness by utilizing rounded lines and shapes, to contrast the gridded structure frames. We primarily designed in black & white, reserving Sergio Rossi’s pink brand color for hover and selected states to highlight moments of emphasis.
Microinteractions
While incorporating playful elements, we designed a call-to-action button hover state that feels reminiscent of a retro shadow effect.
Experience Design
Information Architecture & Navigation
The new navigation system was designed to simplify and streamline the way customers discover products and find what they’re looking for. The taxonomy highlights popular SEO categories and thematic collections to encourage browsing behavior.
01 — The “Shop by Style” navigation tab was added for customers looking for a specific product category.
02 — Within the “Shop by Style” tab, we added “Heels” as a category to take advantage of the 165,000 monthly searches for heels, which was gathered through data and analytics.
03 — Combining brand content (“Heritage” and “Stories”) under one dropdown tab, titled “SR World” focuses the main navigation on shopping links, while giving customers a central location to explore the Sergio Rossi world
Product Filters
Our product filter recommendations include filtering by size, color, heel height, and material. These categories were determined by analyzing the product attributes and examining a user-centered approach to navigating collections.
Results
Through our partnership with Fosun International, we empowered the Sergio Rossi and LANVIN brands to deepen customer lifetime value and optimize online revenue through eCommerce strategy, user-centered design, and website development. As a result of this successful site migration and redesign, we're proving to the Direct-to-Consumer digital world that Shopify can successfully host luxury brands.
NEXT CASE STUDY —
Redesign of LANVIN’s eCommerce experience to immerse viewers into the world of the high fashion house.
