SMEG
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Problem Description & Introduction
SMEG, an iconic Italian kitchen appliance brand known for playful, 50s-inspired designs and vibrant colors. Despite offering top-tier products, their site fails to effectively showcase its quality and design excellence. Lack of product presentation, coupled with poor navigation, leads to low conversion rates and a suboptimal user experience, hindering the brand's online success.
This redesign focused on creating cohesive user flows from homepage through product discovery to purchase, while aligning the digital experience with SMEG's brand identity and optimizing navigation for improved conversion rates.
Audit & Benchmark
Conducted comprehensive website audit and competitive benchmarking to identify navigation complexity, usability issues, and brand misalignment hindering product discovery. Analyzed luxury competitors and cross-industry e-commerce leaders to extract best practices in navigation and storytelling, establishing framework to balance aspirational luxury with conversion-focused, user-friendly design.
Visual Brand Alignment
Enhanced product showcases with dynamic imagery, interactive hover effects, and consistent aesthetic standards authentically express SMEG's distinctive design personality.
Homepage
Redesigned homepage with focused hero section showcasing core SMEG offerings without external redirects, organized additional content into dedicated exploration sections, and implemented function-based product carousel to enhance navigation and product discovery.
Product List Page (PLP)
Redesigned PLP to enhance product discovery and brand emphasis. Streamlined navigation from two-step browsing (type selection → product list) to a unified page experience with category filters, displaying essential product information including price, available colors, and collection name for more efficient product exploration.
Product Detail Page (PDP)
Enhanced PDP adopts mobile-first approach with inspirational photography, immersive videos, intuitive navigation, and interactive panels that give customers a sense of control, while ensuring a seamless path to purchase through prominent call-to-action placement. Key information is accessible within one click, supported by storytelling highlighting brand's positioning and expression through unique style.
Decision Support
Integrated comparison tools, star ratings and social proof, and expanded cross-sell recommendations across product types and variations.
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