Fiat
About
fiatlivestore.com is the digital showroom for Fiat Automobiles S.p.A. I was tasked with redesigning the landing page and checkout flow for their latest collector's edition vehicle.
fiatlivestore.com is the digital showroom for Fiat Automobiles S.p.A. I was tasked with redesigning the landing page and checkout flow for their latest collector's edition vehicle.
Role
UI/UX
UI/UX
Year
2025
2025
My Contribution
I translated the client's conceptual ideas into useful and elegant user interface (UI) and component designs under the direction of Juli, my Senior Designer.
I translated the client's conceptual ideas into useful and elegant user interface (UI) and component designs under the direction of Juli, my Senior Designer.
Credits
Juli Barillaro, Senior Product Designer
Juli Barillaro, Senior Product Designer
Impact
I achieved the adoption of my retail flow designs across 13 pages, approved by both internal stakeholders and external stakeholders at FIAT, Stellantis, and Giorgio Armani in Italy.
I achieved the adoption of my retail flow designs across 13 pages, approved by both internal stakeholders and external stakeholders at FIAT, Stellantis, and Giorgio Armani in Italy.
Overview and Problem
Following the announcement of the latest Fiat 500e Collector's Edition vehicle with Giorgio Armani, Fiat requested an overhaul of their virtual showroom, the place that buyers get connected with dealers to make their purchases. I was tasked with redesigning the landing page and delivering a UI overhaul.
Following the announcement of the latest Fiat 500e Collector's Edition vehicle with Giorgio Armani, Fiat requested an overhaul of their virtual showroom, the place that buyers get connected with dealers to make their purchases. I was tasked with redesigning the landing page and delivering a UI overhaul.
Solution & Approach
Rather than going to Fiat's competitors, I catalogued the landing pages of Giorgio Armani's direct competitors: Louis Vuitton, Gucci, and others. I noticed a clear formula: big type, big product placement, and NO buttons. What better way to create exclusivity than to remove your primary CTA! Alright, I had officially landed on a design concept. But, how do you wear a car?
Rather than going to Fiat's competitors, I catalogued the landing pages of Giorgio Armani's direct competitors: Louis Vuitton, Gucci, and others. I noticed a clear formula: big type, big product placement, and NO buttons. What better way to create exclusivity than to remove your primary CTA! Alright, I had officially landed on a design concept. But, how do you wear a car?
Additional Concepts
Because only one concept could ship, here is an iteration that we decided didn't answer the question of "How do you wear a car?" well enough.
Because only one concept could ship, here is an iteration that we decided didn't answer the question of "How do you wear a car?" well enough.
Retail Flow
Okay, the landing page looked good, but we still needed to sell the car. Further scroll sections invite users into the exclusivity of wearing a vehicle (whatever that means), and the CTA leads to the retail flow that connects them with a dealership when they customize their deal.
Okay, the landing page looked good, but we still needed to sell the car. Further scroll sections invite users into the exclusivity of wearing a vehicle (whatever that means), and the CTA leads to the retail flow that connects them with a dealership when they customize their deal.
Don't Drive It, Wear It
I had to find a unique way to bridge 2 distinct identity systems, from 2 distinct industries. Luckily, FIAT and Giorgio Armani are both known for their Italian heritage. The brand book I received from GA was written in Italian, but exclusivity transcends language.
I had to find a unique way to bridge 2 distinct identity systems, from 2 distinct industries. Luckily, FIAT and Giorgio Armani are both known for their Italian heritage. The brand book I received from GA was written in Italian, but exclusivity transcends language.
Image: Feature Description Module
Image: Feature Description Module
Image: Mobile Checkout Flow
Image: Mobile Checkout Flow
Image: Product Detail Page
Image: Product Detail Page
Image: Mobile Summary Component
Image: Mobile Summary Component
Image: Mobile Confirmation
Image: Mobile Confirmation
Image: Product Detail Page
Image: Product Detail Page
