tibaldipen.co.uk

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Timeline

May - December 2021 (30 Weeks)

My Role

Design Lead, Ideation-Implementation

PROJECT OVERVIEW

This short case study details the redesign process for Tibaldi, Italy's first pen manufacturer, aiming to establish a successful e-commerce presence in the UK market. The new store aimed to address the pain points of British luxury pen shoppers while maintaining brand consistency.

PROBLEM/ KEY CHALLENGES

Following the establishment of a store at Harrods in Knightsbridge, Tibaldi experienced a decline in sales. This case study explores the design process undertaken to identify and address the reasons behind this decline.

TARGET AUDIENCE

The target audience comprised established luxury pen enthusiasts, encompassing demographics ranging from Gen X to Boomers (ages 27-65).

RESEARCH - METHODOLOGY

The design process began with a discovery meeting to understand the client's goals and challenges. Subsequently, a combination of research methods was employed:

Secondary Research: Existing market data and competitor analysis were reviewed to gain a broader understanding of the UK luxury pen market.

Qualitative Research: A field study was conducted at the Montegrappa store in Harrods, Knightsbridge. This involved participant observation, interviews with customers, and first-hand observation of shopping behaviors.
Insights and Solution

Field Study - Observing the right people.png

DISCOVERIES

The research revealed that Tibaldi already possessed a well-defined target audience. However, the existing Harrods store failed to resonate with this audience. The key solution points identified were:

Brand Consistency: Enhance visual consistency with existing brand guidelines.
User Experience: Streamline the website layout for a user-friendly experience with clear and concise messaging.
Localization: Cater to the specific needs of the UK market (e.g., accurate tax calculations and local writing grade preferences).
Design Refinement: Address issues with the original Tibaldi website design, such as clunkiness and lack of clarity.
Design Iteration: The existing Tibaldi brand style guide was used as a foundation for the new UK e-commerce store design. This ensured brand consistency while addressing usability concerns through:
Improved Layout: A clearer, more user-friendly layout was developed.
Enhanced Information Architecture: Information was categorized and presented logically, making it easier for users to find what they need.

Tibaldi Pen Purchase Confirmation Page Snapshot

SKETCH/ WIREFRAME

ORIGINAL TIBALDI

NEW DESIGN FOR TIBALDI UK

THE FINAL SCREEN

The Final Product

THE FINAL SCREEN

Visual Refinement: The overall aesthetic was refined to create a more visually appealing and engaging user experience. The existing Tibaldi brand style guide was used as a foundation for the new UK e-commerce store design. This ensured brand consistency while addressing usability concerns through:

RESULT OF USABILITY TEST

A usability test and an A/B test were conducted to evaluate the effectiveness of the new website design. Participants were asked to complete key tasks, such as navigating to product pages, finding specific information, and simulating a purchase.

The results revealed a strong preference for the new design:

- 65% of users favored the new design, citing improved navigation and ease of use.

- Participants found the new design more intuitive and visually appealing.

- The enhanced user experience contributed to a 63% increase in sales conversions.

Conclusion
The usability test demonstrated that the new Tibaldi UK design is a substantial improvement over the previous version, leading to higher user satisfaction and significantly boosting conversion rates.

JAY IKWAN

tibaldipen.co.uk

return

Timeline

Timeline

Timeline

Timeline

Timeline

May - December 2021 (30 Weeks)

My Role

Design Lead, Ideation-Implementation

PROJECT OVERVIEW

This short case study details the redesign process for Tibaldi, Italy's first pen manufacturer, aiming to establish a successful e-commerce presence in the UK market. The new store aimed to address the pain points of British luxury pen shoppers while maintaining brand consistency.

PROBLEM/ KEY CHALLENGES

Following the establishment of a store at Harrods in Knightsbridge, Tibaldi experienced a decline in sales. This case study explores the design process undertaken to identify and address the reasons behind this decline.

TARGET AUDIENCE

The target audience comprised established luxury pen enthusiasts, encompassing demographics ranging from Gen X to Boomers (ages 27-65).

RESEARCH - METHODOLOGY

The design process began with a discovery meeting to understand the client's goals and challenges. Subsequently, a combination of research methods was employed:

Secondary Research: Existing market data and competitor analysis were reviewed to gain a broader understanding of the UK luxury pen market.

Qualitative Research: A field study was conducted at the Montegrappa store in Harrods, Knightsbridge. This involved participant observation, interviews with customers, and first-hand observation of shopping behaviors.
Insights and Solution

DISCOVERIES

The research revealed that Tibaldi already possessed a well-defined target audience. However, the existing Harrods store failed to resonate with this audience. The key solution points identified were:

SKETCH/ WIREFRAME

ORIGINAL TIBALDI

NEW DESIGN FOR TIBALDI UK

THE FINAL SCREEN

The Final Product

THE FINAL SCREEN

Visual Refinement: The overall aesthetic was refined to create a more visually appealing and engaging user experience. The existing Tibaldi brand style guide was used as a foundation for the new UK e-commerce store design. This ensured brand consistency while addressing usability concerns through:

RESULT OF USABILITY TEST

For more work inquiries or to grab a coffee, do email me at jayikwanofficial( at ) gmail.com ☕️✨
Thank you for reading! 🧠

tibaldipen.co.uk

return

Timeline

Timeline

Timeline

Timeline

Timeline

May - December 2021 (30 Weeks)

My Role

Design Lead, Ideation-Implementation

PROJECT OVERVIEW

This short case study details the redesign process for Tibaldi, Italy's first pen manufacturer, aiming to establish a successful e-commerce presence in the UK market. The new store aimed to address the pain points of British luxury pen shoppers while maintaining brand consistency.

PROBLEM/ KEY CHALLENGES

Following the establishment of a store at Harrods in Knightsbridge, Tibaldi experienced a decline in sales. This case study explores the design process undertaken to identify and address the reasons behind this decline.

TARGET AUDIENCE

The target audience comprised established luxury pen enthusiasts, encompassing demographics ranging from Gen X to Boomers (ages 27-65).

RESEARCH - METHODOLOGY

The design process began with a discovery meeting to understand the client's goals and challenges. Subsequently, a combination of research methods was employed:

Secondary Research: Existing market data and competitor analysis were reviewed to gain a broader understanding of the UK luxury pen market.

Qualitative Research: A field study was conducted at the Montegrappa store in Harrods, Knightsbridge. This involved participant observation, interviews with customers, and first-hand observation of shopping behaviors. Insights and Solution

DISCOVERIES

The research revealed that Tibaldi already possessed a well-defined target audience. However, the existing Harrods store failed to resonate with this audience. The key solution points identified were:

SKETCH/ WIREFRAME

ORIGINAL TIBALDI

NEW DESIGN FOR TIBALDI UK

THE FINAL SCREEN

The Final Product

THE FINAL SCREEN

Visual Refinement: The overall aesthetic was refined to create a more visually appealing and engaging user experience. The existing Tibaldi brand style guide was used as a foundation for the new UK e-commerce store design. This ensured brand consistency while addressing usability concerns through:

RESULT OF USABILITY TEST

For more work inquiries or to grab a coffee, do email me at jayikwanofficial( at ) gmail.com ☕️✨​ Thank you for reading! 🧠

Qualitative Research: A field study was conducted at the Montegrappa store in Harrods, Knightsbridge. This involved participant observation, interviews with customers, and first-hand observation of shopping behaviors.
Insights and Solution

For more work inquiries or to grab a coffee, do email me at jayikwanofficial( at ) gmail.com ☕️✨
Thank you for reading! 🧠