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Stone Island is a globally recognized Italian brand renowned for its research in materials, innovative garment-dyeing techniques and distinctive aesthetics. Create a strong, recognizable web identity: a fully responsive website.
A minimal interface with non distracting elements, so the product and its technical features stay at the centre of the experience.
Give the brand control over customer relations, data collection and in-house logistics management.
Redesign delivered with an external agency. I led UX direction.
A minimal, product-first experience built around three collector journeys.
The redesign was framed around three collector profiles, each mapped across the same three moments (discover, buy and connect) so the experience stayed coherent from first touch to post-sale community.
Arrives with intent, filters quickly and collects in store, then stays close through exclusive content and early access.
Discovery-led from social, explores products in depth and in 3D, then authenticates and registers his piece.
Driven by events and belonging: plans and shares access, and is rewarded with membership and early drops.
The homepage is built as modular blocks: it adapts to new product launches, editorial content and commerce storytelling that evolves according to each season's needs. It runs on three templates, each telling a different story across the full page.
Swipe sideways to compare the three templates.
Scroll inside the screen to explore the full page.
A dressed model, 360° rotation and detailed views of materials and finishes highlight the technical and sartorial craft, alongside features like pick up in store, returns and exchanges.
An optimized checkout with Express Checkout, and login and registration built into the same area to lift visibility and engagement without disrupting the flow. Users are recognized instantly by their email for quick access and faster completion.
Remove the friction, and the purchase follows.
Designing the experience product-first, and cutting steps out of the path to purchase, reshaped the funnel. Quick Buy and a checkout that recognizes the customer on a single screen meant fewer drop-offs and more sessions that actually reached completion. And by turning the moment after the sale into a reason to come back, through authentication, vault and community, one-time buyers became returning collectors, lifting repeat purchases over time. Above all, the redesign translated Stone Island's DNA, its research, materials and codes, into an online experience that stays unmistakably the brand.