Bringing Italian culinary excellence to life through
digital design.

Client

Italian Gourmet

Service

UX/UI

Industry

e-commerce

Italian Gourmet Shop is the leading Italian eCommerce platform for books and magazines on cooking and pastry, catering to both professionals and food enthusiasts.

The project is part of the DBInformation S.p.A. group, a company active in the fields of publishing and communication.

Big challenge
for a big project

Italian Gourmet is more than a simple e-commerce. It combines editorial content, a wide product catalog, and brand storytelling within a single digital experience.

The main challenge was to design a platform capable of balancing usability, inspiration, and performance, while preserving the premium perception of Italian culinary excellence.

Building the visual direction

The project started with a strategic visual exploration phase. Through moodboards, I defined the visual tone, color palette, typography, and UI references that would guide the entire design system.

This step was essential to align brand positioning, user expectations, and functional requirements before moving into interface design.

Typography, colors, icons, and imagery were carefully selected to reflect the brand’s editorial nature and premium food positioning.

The visual language balances clarity and warmth, combining clean UI elements with rich imagery to enhance product storytelling without compromising usability.a

Designing the
purchase flow

Once the visual direction was defined, I translated the strategy into a clear information architecture. Wireframes were designed to organize a complex catalog, support content discovery, and create a smooth navigation flow between editorial sections and product pages.

The wireframing phase was a crucial step to focus on the purchase flow and overall shopping experience.

Through wireframes, I worked on simplifying navigation, reducing friction points, and guiding users naturally from product discovery to checkout. The goal was to create a clear, intuitive journey that made browsing, selecting, and purchasing products easier and more efficient.

Designing an intuitive and inspiring shopping experience

The final interface design brings together strategy, structure, and visual identity.

Each component was designed to guide users naturally through content and products, reinforcing trust, usability, and conversion without sacrificing brand personality.