Digital Product Designer

MARNI

Marni_cover_original.jpg

MARNI

2014
E-COMMERCE REDESIGN AND BRAND REPOSITIONING
MY ROLE: UX DESIGNER

TEAM:
ART DIRECTOR: DAVIDE CERIOTTI
TECH LEAD: LUCA MAZZONE

The ask:

Reposition the brand from a fashion brand to a luxury goods brand with a focus on the new, younger target market and build a holistic digital brand experience that balances commercial  and creativity with the brand’s distinctive style.

The insight

The Marni avant-garde spirit was not understand by a younger target that expect the a well executed digital transposition of the brand.

 
Marni_devices.jpg
 

Transform new customer to brand's devoted followers and ambassadors.

 
Marni_customers.png
 

Each element of the new Marni.com has been thought to reflect this unique visual language, in order to support established brand values as well as the repositioning towards a more emotional, distinctive luxury goods brand.

The overall simplicity has a strong connection to the brand’s DNA – graphic and rigorous yet slightly subversive – and is translated into clear, fluid navigation, crisp fonts, easily accessible products and content.

 

A new taxonomy was essential to reduce user cognitive load and make the user navigation more fluid, making shopping easier and more engaging, while increasing CR.

Merging commercial, editorial and brand content we improved Marni digital brand awarness.

presentazione_marni_DEF+3.jpeg

A brand new homepage.

 
Video_Background_Marni.png
presentazione_marni_DEF+14.jpg
 
static1.squarespace.jpg
 
presentazione_marni_DEF+46.jpg
 
presentazione_marni_DEF+65.jpg
 
Marni_Iphones.png

A new way to explore the history of a brand.

We build a system to easily see the current lookbook and browse all the collections archive from 1994 to this day. We want to boh encourage new customers and "marnies" to explore the style and the roots of the brand.