The Challenge
Urbani Tartufi operated three separate ecommerce sites, one for each country (US, UK, IT), each with different designs, structures, and user experiences. As part of a comprehensive rebrand, they needed to unify their digital presence under a single brand identity while maintaining the flexibility to communicate country-specific content and promotions.
The Team
The client partnered with two agencies: one handled the rebranding, while our ecommerce management agency led the ecommerce redesign and implementation. I collaborated closely with the assigned Ecommerce Manager to create a solution that served all three markets' needs on a unified Shopify platform.
My Role & Approach
As the UX/UI designer, I translated the new brand guidelines into a cohesive digital design system, ensuring accessibility standards and seamless Shopify theme integration.
I prioritized showcasing the luxury product itself through large, high-quality imagery while maintaining a clean, elegant structure. The design needed to accommodate three countries' unique needs, so I built flexibility into key areas:
- Homepage hero carousel for country-specific promotions and campaigns
- Prominent pathways to essential brand programs (loyalty program, referral program, gift cards)
- Product-focused layouts that let premium truffle imagery take center stage
- Accessible color combinations and typography aligned with WCAG standards
I designed the complete ecommerce ecosystem across 11+ pages, including:
- Core shopping experience: Homepage, product listing pages (PLP), product detail pages (PDP), checkout flow
- Brand storytelling: About & History, Sustainability Program, Cooking Events
- Customer engagement: Loyalty and referral program pages, gift card experience
All designs were adapted for two languages (IT/EN) and three country markets (IT, US, UK), ensuring localization while maintaining brand consistency.
What I Delivered
A scalable, luxury ecommerce experience that unifies Urbani Tartufi's digital presence across markets while providing the flexibility each country needs to communicate effectively with their audience. The design system ensures brand consistency while celebrating the premium nature of the product.