Redesigning a Unified Customer Experience
Situation
Torani aimed to merge their brand and their commerce sites into a single cohesive platform using Adobe Commerce. This integration enhanced the customer experience by streamlining the navigation, allowing customers to easily explore Torani’s rich brand story and peruse their recipes and blog content, while accessing their wide range of flavored syrups for purchase. The new site featured an updated design that reflects Torani’s personality, improved product discovery tools, and a seamless checkout process, all while highlighting Torani's commitment to quality and creativity. This unified approach strengthened brand engagement and drove sales, making it easier for customers to connect with Torani.
My Role
I conducted workshops that helped shape the project scope and define design requirements. I defined the design direction and crafted strategies that aligned with the overall objectives. I played a pivotal role in managing client relationships, ensuring their vision and requirements were successfully integrated. I oversaw the design process, maintaining design standards and goals throughout. Additionally, I collaborated closely with cross-functional teams, working with various departments to ensure a unified and successful project delivery.
Activities
My team conducted workshops that engaged closely with key stakeholders, allowing us to gain a deeper understanding of the Torani brand and articulate design requirements and desired outcomes. These sessions facilitated open dialogue, ensuring that all voices were heard and that we aligned our vision with the brand's essence.
We developed multiple mood boards to explore and define the look and feel of the site, experimenting with color palettes, typography, and visual elements that resonated with Torani’s identity. This creative exploration helped set a clear aesthetic direction for the project.
Next, we detailed the customer journey through comprehensive wireframes, mapping out user interactions and ensuring a seamless experience from the home page through checkout.
We then fleshed out the page designs and a cohesive, scalable design system that could adapt to future needs while maintaining brand consistency. This system included reusable components, guidelines, and templates.
Designs
Design System
