My role: UX DesignER
Create from scratch the first e-commerce experience for Fendi reflecting brand's heritage and uniqueness.
As high fashion e-commerce late bloomer Fendi needs to allow allow for tailor-made experiences through smart, warming and relevant services for each user.
A coherent path among different touch-points resulting in an holistic brand experience, whether offline or online was necessary.
During research phase were discovered three different explore patterns that leads to create three different personas. The whole holistic e-commerce experience was planned based on these three behavioural paths.
The three different personas need to understand at a glance that an online boutique is available on Fendi.com.
The new IA starts from this assumption, making a clear statement of what users could expect to find on the website.