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
Challenge
Overhaul Fiat's digital showroom to align with the latest Giorgio Armani collaboration, and attract fashion-forward buyers for the latest vehicle release.
Overhaul Fiat's digital showroom to align with the latest Giorgio Armani collaboration, and attract fashion-forward buyers for the latest vehicle release.
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.
Business Need and Overview
Fiat needed to market to fashion-forward consumers rather than the typical tech enthusiasts they are associated with, following the announcement of the Fiat 500e Giorgio Armani.
Fiat needed to market to fashion-forward consumers rather than the typical tech enthusiasts they are associated with, following the announcement of the Fiat 500e Giorgio Armani.
Solution & Approach
I redesigned Fiat's digital showroom with conceptually driven direction. In my competitive analysis I catalogued Armani's direct competitors: Louis Vuitton, Gucci, and others, instead of Fiat's. I noticed a clear formula: product placement + big header + no CTA. What better way to create exclusivity than by removing your primary CTA! Alright, I had officially landed on a design concept. But, how do you wear a car?
I redesigned Fiat's digital showroom with conceptually driven direction. In my competitive analysis I catalogued Armani's direct competitors: Louis Vuitton, Gucci, and others, instead of Fiat's. I noticed a clear formula: product placement + big header + no CTA. What better way to create exclusivity than by removing 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), lead them to the retail flow that connects them with a dealership to complete their purchase.
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), lead them to the retail flow that connects them with a dealership to complete their purchase.
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 Armani 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 Armani 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