UX + UI / Web Development / Graphic Design

User Experience (UX) / Interface Design / Web Development / Graphic Design

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Cultural Italy Website

case study - UX


Cultural Italy is a travel company specializing in luxury vacation planning with Italy as a destination. They offer interesting packages, as well other travel services and custom vacation planning. I was asked to create a new interface design to improve the user experience and better represent the nature of the company. The in-house developer will apply the new design to their existing frame.

Seasonal updates to the home page are often created to add interestvisit site


The current site looks outdated and does not translate visually their tagline: "Vacations for the Soul". The texture background, the Vitruvian men background, the confusing navigation and the small typeface easily dated the site. Such an original company needed more than tired cliches. Even if the business was not suffering, they believed a fresh website would help drum up more business.


My solution was to move a lot of the original home page content to a different area, to focus on their packages and services. The testimonials were given more emphasis and the lighter color scheme made the site look modern and elegant, more upscale. The navigation was also organized in a more logical way, and the whole site content was given prominence by generous negative space. The forms, one of the most frustrating part of the old site were given a new look to look less intimidating.


UX Analysis

The first step was to do a brutal audit of the old site. Any positive and negative aspects were noted, and competition was researched and analyzed. Based on the research, I provided a series of recommendations on how to update their web presence. A new architecture, and more logical organization was developed.

step 1:UX analysis

Style Tiles

Once the new flow of the site was approved, we moved on color palettes and mood board, to choose a particular styles, typefaces and palettes. The color were chosen to break the mold from "traditional" colors and typefaces associated to Italian travel agency, and to convey sophistication, elegant and luxury.

step 2:style tiles


I created clickable wireframes, or the basic framework for the site, to visually demonstrate the new flow and finalize design choices. The main goal was to simplify and eliminate clutter, and to have a clear visual hierarchy. Content was reorganizaed and moved when appropriate. Interact with the wireframe

step 3:wireframes


It was time to finally translate our content to design. The main pages and interactions were designed fully to help the developer to build our vision. After a few minor corrections, the design was finished and passed to the developer for final build up.

step 4:Design

Interact with the prototype ( Desktop or Mobile )


final result
More work samples on my gallery

Contact me


Do you want to know more? Are you intrigued? Contact me: I love to meet new people. If you need a new site, or a consultation, maybe some private lessons, or an incredible hand-made cappuccino, I am here to help.

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