Overview
Ilve USA's website was designed to serve as a digital hub for an international luxury appliance brand targeting the U.S. market. The project tackled the unique challenges of showcasing a complex, high-end product line while meeting the needs of customers, dealers, and service teams. With over 2,000 SKUs, the website had to seamlessly manage an extensive catalog, provide detailed product information, and streamline backend workflows for services and dealer management.
Main Pain Points & Solutions
Market Entry and UX Design Standards:
Pain Point:
As a new entrant in the U.S. market, Ilve needed to ensure its website adhered to industry standards, identified gaps in competitors' offerings, and delivered a luxury experience that met user expectations.
Solution:
Conducted a detailed UX audit, analyzing direct and indirect competitors to benchmark U.S. industry standards:
1) Mapped competitors' Customer Journey Maps (CJMs) and core features to understand their strategies and uncover market gaps.
2) Compiled a feature inventory that outlined key functionalities to align with luxury customer expectations and differentiate the brand.
Extensive Product Catalog (2000+ SKUs)
Pain Point:
Encouraging customers to navigate the catalog and select the ideal appliance from a wide array of options.
Solution 1:
Designed a user-friendly product listing page with robust filtering options, allowing customers to refine their search efficiently.
Solution 2:
Integrated an existing 3D configurator and connected with the ERP system to generate the correct SKU, simplifying the buying journey.
Complex and Expensive Products
Pain Point:
Customers needed in-depth product knowledge before making a purchase.
Solution:
Developed detailed product pages (PDP) with variant selection features and comprehensive product descriptions. Included accessible spec tables, downloadable documents, and attachments to provide all necessary information in a clear, easy-to-digest format.
Service and Warranty Management
Pain Point:
The website needed to go beyond sales by supporting post-purchase service and warranty needs.
Solution:
Built custom forms integrated with the ERP system to automatically create tasks for the service team, ensuring efficient queue management and seamless customer support.
Dealer and Distributor Management
Pain Point:
Simplifying lead generation for potential dealers and distributors.
Solution:
Designed lead capture forms that directly fed into the CRM, enabling the sales team to follow up efficiently and expand the brand’s dealer network.
Impact
The Ilve USA website successfully addressed key challenges in entering the U.S. luxury appliance market, resulting in:
Improved Conversion Rates: Multiple options for product exploration and selection contributed to a 2x increase in B2C product inquiries and sales conversions within the first three months post-launch.
Operational Efficiency: Automated workflows for service and warranty requests streamlined the process, making it significantly easier to manage incoming customer inquiries.
Dealer Acquisition Growth: CRM-integrated lead forms led to a 20% increase in new dealer inquiries, supporting the brand’s expansion in the U.S. market.
