Website redesign for a large-scale retail company

Overseeing the UX/UI redesign of the official website for Unicoop Tirreno, one of Italy’s leading players in the large-scale retail sector (GDO). The primary goal was to modernize the digital touchpoint of a cooperative with a large number of members, ensuring that the vast amount of information, from promotional offers to initiatives, was organized into a user-centric, engaging, and high-performance interface.

I led the design strategy by adopting a data-first approach, ensuring every architectural choice was backed by concrete user evidence:

• Large-Scale Quantitative Research: Launched and analyzed a comprehensive survey involving a sample of over 250 customers. This provided critical insights into user priorities, pain points, and digital habits, forming the foundation of the new strategy.
• Information Architecture & Wireframing: Developed the complete skeletal structure of the site. I facilitated iterative review sessions with both the client and the development team to validate the conceptual flows and technical feasibility before any visual design began.
• Stakeholder & Dev Alignment: Acted as the strategic bridge between business goals and technical constraints, ensuring the wireframes were optimized for both the user experience and the back-end infrastructure.
• UI Kit & Visual Design: Supervised the creation of a modular UI Kit designed for scalability. This system was then applied to all screens, ensuring a clean, modern aesthetic that remains consistent with the historic values of the brand.

The project was delivered as a comprehensive, high-fidelity ecosystem in Figma, including the full UI Kit and end-to-end user flows. The result is a data-validated digital platform that significantly improves information findability for Coop members, streamlines the transition from promotional content to service-driven features, and provides the client with a scalable framework for future evolutions.