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

□ Branding □ UX / UI □ Art direction □ Digital transformation □ Digital strategy 
□ Team mgmt. □ Senior stakeholder mgmt. □ Agile 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 digital native target audience?

PROGRESSIVE WEB APP - EARLY IDEAS

Working with the Berlin-based Hackerbay team, we turned a year-long R&D initiative into a testing ground for HUGO BOSS's digital future.

1 • DISCOVERY •

We set out to create an adaptive e-commerce platform that could deliver personalized experiences at scale, running user interviews in-store and around the streets to better understand the core needs of our customers.

→ Collaborated with 6 pilot teams to deliver a new digital business model.
→ Researched how to leverage behavioral data for global-scale personalization.

2 • DEFINITION •

Analyzing users' behaviors, we established patterns shared across our target audience. By overlaying these findings with our vision and identifying the right tech stack, we crafted our first roadmap.

→ Aligned technical architecture with brand and user requirements.
→ Established core components through rapid prototyping and user testing.

3 • DEVELOPMENT •

To bring our vision to life, we began building the core of our personalization engine. This would reshape the front end based on weighted parameters, from browsing patterns and location to purchase history. 

→ Developed AI-powered brand assistant to mirror in-store expertise.
→  Created high-performance PWA with cloud-based architecture, with integrated headless CMS for flexible content management.

USER FLOW

DELIVERY & RESULTS

We soft-launched our experience at Berlin Fashion Week. While the platform evolved differently than initially planned, its impact was transformative.

Some of our innovations, particularly in 3D visualization and personalization, became foundational elements of Hugo Boss's digital strategy. The ripples of this project made it one of the most impactful in my career. Even though the original PWA was quickly decommissioned, its core components and tech stack were adopted by the brand's main touchpoints:

→ Initial launch generated high user engagement and appreciation
→ Core personalization features integrated into main e-commerce platform
→ 3D visualization tools adopted across multiple brand touchpoints

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 ©