Bottega Verde

The beauty ingredients of Tuscan countryside to everyone's doorstep

In the characteristic little Tuscan town of Pienza, a small herbalist’s by the name of "Bottega Verde" began producing cosmetics in 1972. That little herbalist’s store has now become a leading Italian cosmetic company, with over 380 single-brand stores.

Key objectives:

  • design a high-performing sales’ tool, through a usability focus on the purchase flow, promotions, loyalty and personalisation;
  • consistently communicate the renewed brand’s identity and its highly custom-tailored contents and promotions.
  • Year

    Year

    • 2020 - 2021
  • Design Team

    Design Team

    • 1 Design Director
    • 1 UX&UI Designer
    • 1 Jr. UX&UI Designer
  • Activities

    Activities

    • Experience evaluation & best practices
    • Market trend analysis
    • Creative concept
    • UX/UI design
    • UX Documentation
    • Development support
  • Design Tools

    Design Tools

    • Sketch
    • Miro

    Commerce Platform

    • Salesforce Commerce Cloud
  • Online Website

    Online Website

    bottegaverde.com
  • Soundtrack

    Soundtrack

UX Evaluation

Exploration and definition of the e-commerce concept based on:

  • Business requirement and target audience.
  • Reference context analysis, through the analysis of Italian and international competitors.
  • Usability analysis through quantitative and qualitative data. Critical points and opportunities where analysed, mapped in a usability report and prioritised in an intervention roadmap.

UX Modeling

Planning the site's overall organisation:

  • logical areas;
  • navigation model;
  • list of contents and features provided.

Deliverables

  • Sitemap and Content Matrix: defining the information architecture
  • Scope Matrix: defining functionalities to implement, template by template

Navigation

4 main interaction areas:

  • Promotions
  • Products
  • Needs
  • Product ranges

We initially proposed 2 navigation variants, both with a strong focus on the search field, a crucial ROI element, and promotions, at the heart of the brand business model. These 2 variants have been mixed, processed and tested through series of iterations to define the current online navigation.

Navigation 1st version

On load / on scroll up

Primary palette colorsPrimary palette colors

On scroll down

Primary palette colorsPrimary palette colors

Navigation 2nd version

On load / on scroll up

Primary palette colorsPrimary palette colors

On scroll down

Primary palette colorsPrimary palette colors

Moodboard

To define the new brand’s digital image, we started from 3 key topics:

Contents

  • Affordability
  • Community
  • Nature

BV communication

  • Brand graphic elements
  • Social formats
  • Organic Shapes

BV values

  • Optimism, community
  • Authenticity
  • Plurality

Creative Concept

Definition of visual language and styleguide:

  • tone of voice
  • communication style
  • visual mood and look&feel
  • typography
  • colours and colour’s usage
  • interfaces’ settings

Inspired by the brand payoff, "Where nature becomes beauty", and by the logo’s curves, the initial key layouts proposed:

  • natural and organic shapes;
  • multicolour pastel tones.

Then, we worked with the brand direction to achieve a more linear identity.

From the creative concept to the new website release

Due to the Covid19 pandemic and some brand’s internal issues, the project was paused for a bunch of months in the second half of 2020.

After this period, we restart the project with some new requirements, related to the navigation and a more linear and essential visual aspect.

Dealing with the new requests, we reached the final shape of the new e-commerce, completed the detailed design of each area and supported the functional analyst and the developers’ team.

Besides the purchase path, we put a special focus on:

  • promotions and product ranges - modular composable editorial pages;
  • personal area, loyalty program, and promotions’ personalisation.

Promotions and promo personalisation are at the heart of BV’s business model: we worked together with the functional and dev. team to map and implement all the promotional mechanics.

After the main release, we supported the brand in addressing some issues and refinements, adding the international website and new landing pages, and implementing new promotional logics.

Discovery

& envisioning

Concept

Where nature becomes beauty

UX&UI

Detail design

Discovery

& envisioning

Concept

Where nature becomes beauty

UX&UI

Detail design

Final Thoughts

Mentoring a career-changing colleague in design was an important aspect for my experience during this project. It was our 1st full-remote project, and I felt responsible for her new career development. Despite initial concerns, I was pleasantly surprised by her rapid growth and positive feedback. Since then, she has thrived in her design career, delivering high-quality outcomes. While client satisfaction brings pride, I am also pleased to have positively impacted a colleague's aspirations.

final-thougts-image

email address copiedchiara.ricolfi@gmail.com

/in/chiararicolfi

Download Resume (pdf)