Site Migration

The Brief

The iconic Italian fashion label Fiorucci underwent a comprehensive website migration in 2024, moving to Amplience within Salesforce Commerce Cloud. This transition coincided with a major brand relaunch aimed at repositioning Fiorucci within the high-end luxury retail space. The brief was to refresh the website’s UI and components which would work for both the old and new branding and streamline the eight-step checkout journey. This project was a collaborative effort with myself designing the UI and working with the head of digital and the development team at the agency BORN. During the development process of working on the refresh, focuses included auditing and elevating the UI and creating a better user experience for mobile. By developing and working within a library of flexible, standardised components in Figma, I resolved existing inconsistencies and ensured the site remained highly scalable for future growth.

Collection Feature Page

Project Landing Page

Mobile PDP

Project Gallery Image for 50% width of the screen #1

Desktop PDP

Project Gallery Image for 50% width of the screen #2

Outcome and Results

My design work successfully bridged the gap during a critical transitional period for the business, adhering to refreshed brand guidelines and UI design best practice. The overall layouts and designs were refined to be cleaner and more campaign imagery focused to establish a more premium aesthetic. The final outcome was a modern, sophisticated website that significantly enhanced Fiorucci’s e-commerce channel.

“The redesigned site menu includes more granular subcategories and clickable visual icons for more efficient navigation. During Fiorucci’s complete website rebuild, emphasis is placed on preserving the brand’s site aesthetics for customers while facilitating robust online trading.”

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