Orciani UX

UX & Website Design

Reimagining Orciani’s online experience through UX design, emotional storytelling, and sensory rhythm

Project Overview

Orciani is an Italian leather goods brand defined by craftsmanship and quiet luxury.

This project reimagines its digital experience through UX design, storytelling hierarchy, and refined visual rhythm.

The goal was to create a sensory, editorial flow that mirrors the calm precision of Orciani’s products

where craftsmanship meets digital intimacy

Problem Statement

Orciani’s previous website communicated quality but not emotion.

The interface was functional yet lacked warmth, narrative depth, and flow.

Users found it difficult to connect the online experience to the tactile, crafted world of the brand.

Target Users

Both archetypes revealed similar digital expectations an effortless yet emotionally resonant journey.

The Collector

A loyal customer who values timeless Italian craftsmanship, fine materials, and calm sophistication. This user expects a refined, frictionless journey that mirrors in-store service quality.

The Explorer

A design-oriented consumer discovering Orciani through visuals or social media. Drawn by mood and elegance, this user seeks trust, clarity, and visual storytelling before purchase.

Research Insights

• Product pages lacked hierarchy and tactile storytelling.

• Homepage visuals didn’t lead users toward product discovery.

• Navigation created friction between lifestyle and commerce.

• Emotional and functional content were separated instead of integrated.

• Brand storytelling was underrepresented in e-commerce flow.

UX Goals

• Merge emotional storytelling with functional structure.

• Build a digital experience that reflects Orciani’s calm and crafted essence.

• Strengthen product discovery through layout, color rhythm, and interaction.

• Align website, social media, and brand tone into one coherent digital identity.

The homepage was restructured as an editorial flow, guiding users from brand narrative to product discovery through calm rhythm and visual hierarchy.

Product Detail Page (PDP)

A new narrative layout integrates “How it’s made” storytelling, personalization options, and cross-selling through curated edits.

Current Layout

The new product page integrates storytelling, material focus and personalization.

“How it’s made” sections connect craftsmanship to emotion.

Visual Tone System

Neutral backgrounds, serif typography, and soft rhythm in spacing translate Orciani’s tactile materials into digital calmness.

Social Media Grid

A redefined content structure bridges e-commerce and lifestyle imagery, ensuring consistency across channels.

The Coastal Edit

The City Woman Edit

Design System

The new design system emphasizes clarity and tactility.

Typography blends a humanist serif with modern minimalism.

Color palette is built around warm neutrals, soft ivory, and dark brown for contrast.

Motion is slow and deliberate to evoke craftsmanship and reflection.

A modular content system aligns Orciani’s website and social tone.

Warm neutrals, tactile imagery, and fluid typography unify brand identity from feed to e-commerce.

Results & Takeaways

The redesign transforms Orciani’s online experience into an emotional journey.

It balances storytelling and functionality, inviting users to slow down and engage with each product’s narrative.

The project demonstrates how UX and merchandising can coexist creating a brand experience that is elegant, sensory, and commercially grounded.

Product &

Visual Merchandising

Retail &

Spatial Concept

Other Projects