BIC® Online Store
Redesigned BIC’s D2C e-commerce experience, creating a fluid, responsive interface for desktop and mobile across multiple screen sizes, launched in markets across Europe and the Americas.
Redesign
Prototyping
Implementation
Art direction
Goal
Improve the shopping experience by modernizing the store's visual design, resolving usability issues and creating a more engaging product presentation across desktop and mobile.
Role
Owned the end-to-end design process, from user flows and wireframes to high-fidelity UI design and developer handoff, ensuring a consistent and responsive shopping experience across desktop and mobile.
Team Setup
Collaborated with a junior designer, developers, a project manager and BIC client stakeholders within an agency team to deliver the e-commerce redesign from concept to implementation.
Discovery
User Problem
The existing online store offered a static shopping experience with navigation issues, making it difficult for users to find products and understand product information.
I conducted a comprehensive competitor analysis, studying leading e-commerce platforms to identify industry best practices and opportunities for improvement. I also audited the existing BIC online store to uncover shopping experience pain points and usability issues, informing the redesign strategy.
“I want to find products easily.”
Users need intuitive navigation and clear product categorization to quickly find what they are looking for.
“I want to shop directly from my smartphone.”
Users need a seamless, mobile-friendly shopping experience across different screen sizes.
“I want a more engaging shopping experience.”
Users need an engaging visual experience that highlights product value and builds confidence in their purchasing.
Approach
Create a crowdsourced platform where users can research and evaluate Web3 projects through structured project information, market data, tokenomics, community insights, and user-generated investment theses.
01
Mobile-first experience
Redesigned the shopping experience for multiple screen sizes, integrating e-commerce and blog into one responsive website.
02
Optimized user flows
Simplified navigation and optimized user flows to help customers find products and move through the shopping experience more easily.
03
Unified visual direction
Refined product photography and art direction to align imagery with the website’s new visual language and create a more cohesive shopping experience.
Ideation
A fresh visual direction for a more engaging shopping experience
I explored competitor references, created moodboards and presented visual concepts to the client. Then I developed rapid prototypes to explore and validate design directions before defining the final experience.
Visual Exploration
Concept
A fresh visual direction combining modern minimalism with vibrant colors
The new visual language combined a clean and minimalist layout with dynamic elements and impactful product photography. The vibrant compositions highlighted the new BIC® Cristal UP pen colors, creating a more engaging shopping experience.
Final Look & Feel
Validation
Testing the experience with users
I presented the design proposals to the client, gathered stakeholder feedback and tested the navigation with users to identify usability issues and refine the shopping experience before implementation.
The Result
From a regional redesign to a European rollout
Originally planned for Brazil and Argentina, the redesign was so well received by the client that its scope expanded to Europe, turning a regional project into an international rollout.
Thousands of user impacted
Expanded from an initial launch in Brazil and Argentina to include European markets.
Received strong client approval, leading to an expanded project scope.
Established a responsive design system to ensure consistency across devices and screen sizes.
ANDREI PIUCCO
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