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tibaldipen.co.uk

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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.

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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:

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

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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

Contextual Inquiry Interviews.png
Field Study Results 1.png
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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.

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Tibaldi Pen UK Landing Page Snapshot
Tibaldi Pen Product Page Snapshot
Tibaldi Pen Purchase Confirmation Page Snapshot

SKETCH/ WIREFRAME

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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 was conducted. Participants were tasked with completing specific actions on the website, such as navigating to product pages, locating information, and simulating a purchase. The results indicated a clear preference for the new design:

65% of users preferred the new design. Users found the new design easier to navigate and use. The new design was rated as more aesthetically pleasing.

Conclusion
The results of the usability test suggested that the new Tibaldi UK design is a significant improvement over the old design leading to a 63% increase in sales conversion.

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

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