About
Given the growth that the studio has had in recent times, a better organisation has become necessary to reach a new and broader audience. The communication style had to be reviewed and improved given the evolution of needs and the diversification of proposals. In the beginning, the studio focused on personal communication, market positioning and the offer of products, both physical and digital, now there is a need to diversify according to the specific customer you want to reach, be it a private sector or other business.
Concept
After some brainstorming, we understood that priority had to be given to the part of the studio that focuses on collaborations with other companies. Followed by the section on products made personally by the studio and then concludes with the architectural projects section, which, given the timing and complexity of the projects, can take a long time to obtain materials to be shown on the website. Usability must be able to guide each type of user to the sections dedicated to them, giving a general look at the visual and communication style that best represents the studio’s working style. Furthermore, the “contact” and press collection section must also be visible, which can increase the credibility and reliability of the study.
UX Studies
Competitor analysis
- Nichetto Studio: Professional and tailor-made website to showcase their style. It presents what the studio has done with a fresh and modern style. The studio does not sell its products. The website architecture is created through horizontal bands, focusing on one project at a time. Some multiple videos and animations guide the eyes but in some cases, it can be confusing.
- Matteo Cibic Studio: The intention of the website is pure e-commerce, you are immediately directed to the products for sale. The style is simple, black and white with a serif font, and the mood is that of an art gallery: classic, elegant, and refined, giving complete space to the artist’s vision. What can be purchased is strongly highlighted while collaborations and other things take a back seat.
- Paola C: Pure e-commerce setting that promotes itself for the contract. It seems to connect artisans, designers and buyers, acting as an intermediary. The site does not convey emotions, maintaining a pastel colour palette. The mood is worldly, it lacks personality. There are several sections and all are dedicated to the purchase while others motivate it through story-telling.
- Serena Confalonieri: Very simple website on a technical level, its function is a simple collection of projects presented merely. There is no complex graphics. The numerous projects carried out are immediately displayed on the home page, such as the Instagram gallery. The cookie banner covers the menu, making it difficult to find. You see the designer’s style but no emotion or message is conveyed.
User persona
SHOP OWNER
Retail owners looking for more information about the studio and the related products. The intention is to include their products in their shop catalogue. This type of User must be guided to the collection of products made directly by the LATOxLATO studio, giving a quick look at the style, as well as the publications and history.
BRAND OWNER
Owner of a company/brand looking for more information to achieve collaboration. The aim is to understand the whole world of LATOxLATO: who they are, what they have done, self-productions, collaborations with other companies, and publications in magazines (both physical and online). This type of User needs to be able to see everything the studio does and then get in touch.
PRIVATE
A private person looking for an architecture and design studio to design a space (indoor or outdoor), for a simple renovation, or is interested in purchasing one of the LATOxLATO products. The aim is to guide him to the Interior Design section, where he can see all the projects created by the studio or those works in progress. Regards the purchase of products, the user is directed to the LXL Collection section where he can consult the product catalogue and find resellers able to offer the sales service.
Architecture
OLD
The old architecture was very simple, with a straightforward portfolio composition. The new architecture also needs to include a section that separates the self-production of LATOxLATO objects from the projects created for other companies. Although this clear separation had to be present, a global image of all the projects done was necessary in case there was a need to show all the Studio’s works.
NEW
In this new website’s structure, it was necessary to include 3 different sectors in which the studio operates: the production of its objects, the collaboration with other companies/realities and the architectural and interior design. There must be a clear division between the first two areas, but the user must be able to look at the full scope of the studio. The entire architecture of the site must be clear and intuitive, the user must be able to reach the requested information in the most intuitive way and in the shortest possible time, without being disturbed along the way.
User journey & flow
By studying the competitors and based on the experience of the Studio, we understood that a critical phase along the path that the user takes while visiting the website is the publications/awards and recognitions section. The user, after taking a look at all the projects created, seeks some kind of confirmation from “authorities” within the world of design. They can be newspapers or entities that issue prizes and awards. Therefore it is important to guide and highlight the user towards this section of the website.
Wireframes
Design system
UI Analysis
Works
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Credits
Website redesign – 2023 – LatoxLato
Works
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Luciano M. Lettieri 