TASKS

As the UX lead working across global advertising, digital marketing, and digital retail,
I led the design and execution of user experiences across global digital touchpoints, resulting in increased customer satisfaction and measurable commercial success.

The projects I was responsible for included:
• new omnichannel strategy, development, and global roll-out
• website and app re-launch 
• digital transformation
• R&D initiatives

By championing knowledge sharing, an entrepreneurial mindset, and my constant focus on people's growth, I helped set the foundation for the company's success.

SKILLS

□ UX lead
□ Branding
□ Art direction 
□ Digital strategy 
□ Digital transformation
□ Team mgmt.
□ Senior stakehold mgmt.
□ Project mgmt.

DIGITAL TRANSFORMATION

How might we unlock a new end-to-end operating model to ensure brand growth in the upcoming years while getting closer to our target audience?

PWA CONCEPT

1 • DISCOVERY •

Alongside 6 other pilot teams, we drove a year-long transformation venture to explore new digital business models for the brand. In collaboration with the Hackerbay team in Berlin, we created an adaptive e-commerce platform that leveraged users' behavioral data to enable personalized experiences at a global scale.

2 • DEFINITION •

Analyzing users' behaviors, we established patterns shared across our target audience.
By overlaying these findings with our vision and identifying what tech stack could enable our vision,
we drafted our first epics and backlog, identifying the core components of the experience. From low-fidelity sketches, we quickly iterated toward the first MVP.

3 • DEVELOPMENT •

We began drafting the personalized core engine, which assigned a different weight to an array of custom parameters, reshaping each user's shopping experience. We built the brand assistant, a secondary chatbot layer within the app that would mimic questions asked by our stores' clerks online.

USER FLOW

DELIVERY & RESULTS

During Berlin Fashion Week, we soft-launched the platform to an enthusiastic audience. While the digitalization of fabrics and 3d design efforts easily integrated within the business - the newly developed PWA became a case study for IT and digital retail.

Using a cloud-based architecture, headless CMS, and a standalone database, allowed us to deliver unprecedented quality at great speed, but negated any migration potential. Soon afterward, the platform was scrapped for parts, and its core ideas were rebuilt on the .com site and native app.

Extras

Omni-channel journey showcase: from website design to native app, through the printed magazine with immersive AR content. The team delivered double-digit growth in net sales and retention rate, laying the foundation for what is today one of the most valuable loyalty programs worldwide. 

Thank you for passing by.

© DAVIDE BARNI 2024 ─ ALL RIGHTS RESERVED ©