Armeria Meschieri

Redesign & rebranding of the e-commerce

The project description

• ObjectiveWebsite and brand redisign
• Published23 June 2022
• The TeamUX/UI Engineer (me), photographer
• IndustryLuxury clothing

Armeria Meschieri – Bespoke Handmade Italian clothes

Armeria Meschieri is an Italian brand that provides high-quality artisanal cloths. Their values are based on sustainable and timeless Made in Italy products.

The business owners would like to conduct a rebranding and build a new e-commerce to reflect and demonstrate better their high-level luxury brand.

armeriameschieri.com

30 seconds of Armeria Meschieri

I have personally created and produced the video

The process

Understand

Analysis of the previous website and brand analysis

Problem statement

Main identified problems with the previous website

Define and Ideate

New ideas to overcome the previous problems

The learning analysis

Analysis of the completed project

UNDERSTAND

Brand and website analysis

Despite the high quality of Armeria Meschieri products, due to the previous website's poor design, visitors needed help understanding the quality and value of the company's products. This often led to customers not concluding their e-commerce purchases.

problem statement

The challenges

After a careful and detailed analysis of the website and brand cundected by myself, I discovered the following problems

01

No perception of a luxury brand

02

Poor navigation experience

03

Insufficient product description

The point is..

The website must reflect the luxurious level Armeria Meschieri offers with its products. To convince its customers of the product's quality and thus lead them to purchase.

define and ideate

My solutions

I went for a website revamp based on the most recurring issues I found during the heuristic evaluation. Moreover, I have followed some specific approaches that this NN/g article suggests to follow for luxury brands that can be used to deliver a high-quality e-commerce experience without sacrificing their values and principles.

Luxury brands principles

• Exclusivity and rarity
• Attention to detail
• Distinctive identity and style
• Deep personal connections

source NN/g

Therefore, I focused my improvement suggestions on the following points:

Issue 1: no perception of a luxury brand

Solutions: rethinking the brand with the main changes in fonts, colours and pictures.

Issue 2: poor navigation experience

Solutions: make the sitemap and navigation flow clearer and better categorise the products and their subpages.

Issue 3: insufficient product description

Solution: detailed product descriptions with a new story of the product, point of difference to other brands, and emphasis on the brand's attention to the details.

Made in italy since 1900

Wear a story, write your story

Issue 1: no perception of a luxury brand

Refreshed fonts and color palette

• Primary: Eerie black for luxury and elegance.
• Functional: Dark Puce recall to the main leather focus on the products.
• Neutral: Creamy off-white to give a clean and sophisticated feeling.

Issue 1: no perception of a luxury brand

High-quality photos

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issue 2: poor navigation experience

Update the site map and menu navigation

The navigation

Before

The website presents two poorly organized headers and offers scarce navigation within the catalogue.

After

I have created dedicated subpages for each product. I have also introduced megamenu to make special groups stand out more.

Issue 3: insufficient product description

Products sections and detailed product page

Before

After

some other redesigned pages..

have a look with your eyes

Visit the website

learning analysis

Challenges faced during the project

Little theories on e-commerce for luxury brands

The rules for luxury brands are very different from those for other retailers — mainly because the decision-making process for luxury purchases is not practical but intensely emotional. Luxury marketing relies heavily on establishing and protecting a brand narrative — particularly around quality and exclusivity.

Shopify limitations

Due to the Shopify tech limitation, I had to correct and rethink a few decisions, always meeting the business, users and tech needs within the tight timeline and budget.

What I have learned

My favourite part of this case study was the scouting phase of the luxury market. Emphasising with Armeria Meschieri brand, trying to understand the theories on luxury marketing and the decision-making process of the users to create emotional and efficient e-commerce.

UX/UI improvements on MonetDB interface

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