Eredi Zucca is a luxury brand that needed a complete digital overhaul. After conducting a conversion rate optimization analysis, we discovered that the website's UX, design, and content weren't optimized for conversion and lead generation. More importantly, the site failed to reflect the luxury experience the brand promised. There was no strategic structure to create value or memorability, and the product pages lacked crucial information for high-value items that customers unfamiliar with the brand needed to understand.
The Challenge
The core issue was clear: the existing website wasn't selling the brand's story or justifying its premium positioning. Product pages were sparse, offering little context for the high-cost items. Without proper guidance and explanation, potential customers couldn't grasp the value proposition. The site needed to reinforce the brand's luxury identity and lifestyle positioning.
My Role & Approach
I worked as the UX/UI designer alongside the ecommerce manager assigned to the project. Together, we restructured all the site's information and built wireframes that would tell the brand's story while respecting the client's constraints. Since they wanted to maintain their existing Shopify theme, I adapted the entire redesign to work within that framework.
I conducted an accessibility analysis and testing to find the right color combinations across the site. Working with a very rigid brand guide, this was crucial. The brand's mood centered on stylish dark colors, so I created a comprehensive color scale that emphasized darker tones, allowing for multiple sophisticated combinations. I built out a complete variables system for colors, typography, and spacing, creating a systematic approach that ensured order and consistency throughout the entire site.
The brand had a rich catalog of high quality photography and videography, which became essential to the redesign. By strategically populating the site with these assets, we improved the user experience, added genuine value, and reinforced the luxury lifestyle the brand represents.
This approach was especially crucial for the product pages. We created custom sections for each product to tell its unique story, highlighting design details of the packaging, which is a significant value driver for the brand. For fragrances, we added dedicated sections explaining the fragrance notes and the scent pyramid. Everything was designed to highlight the value that had previously been hidden from customers.
What I Delivered
The final deliverables included prototypes for the homepage with menu system, product listing page, detailed product pages, brand story section, about page, cart functionality, and various drawers for additional information and cart interactions.
Results
The site went live in late May, and the initial results were strong. The US site saw an increasing ROAS of 5.5x in the first days. The UK site raised its AOV to match the US performance, and the Dutch site also began showing positive growth. The redesign successfully positioned the brand's luxury value and improved conversion metrics across all markets.