Abitare La Ceramica, a brand of Gresmalt Group, is a leading company in the ceramic sector, part of a Group that boasts an entrepreneurial history of over 50 years. Thanks to the union of aesthetics and innovation, it offers design solutions of immediate accessibility, dedicated to the final consumer who loves style and to professionals with a particular focus on design.
Following the rebranding operation carried out by Abitare La Ceramica in 2022, the company considered it necessary to renew its web strategy, which would be able to trace a common thread with the new image and clearly define the new positioning, becoming a showcase and first contact for online users, whether professionals or end customers.
The primary objective was to respond to the needs of the different targets with a single platform, with a UX and UI Design project that was sufficiently close to the final consumer, which involved him in navigation and at the same time provided all the useful information to a professional target.
The analysis of buyer personas and the creation of a search filter as accurate as it is user friendly has made it possible to build a B2B2C customer journey that makes the Abitare La Ceramica site unique.
Not only that, the choice to insert a search bar on the home page was also strongly desired to make the site not only a showcase, but a real tool for use by professionals, both internal to the company and external professionals.
The site was also designed from a mobile perspective, to offer a real customer journey experience, rather than a common consultation of voices. In particular, in the detail pages of the collections this objective is summarized in inspirational galleries, product outline formats, presentation of decorations and minimal elements, all elements that allow you to perceive the elements in their entirety, even imagining them in your projects or in your home.
Also with an immersive experience in mind is the exploded menu of the abCollezioni item which shows the division of the collections by effect – a true distinctive feature of Abitare La Ceramica – guaranteeing every user to find what they want with just one click. The ad-hoc user experience created can be seen from the path that users can take through the related collections, links that allow a journey within the aesthetics of Abitare, which in this way can give style advice to its users by accompanying them.
This is how the entire navigation takes place: from the animations designed to involve users and best express the rebranding and style of Abc, to the Technical Area dedicated to experts in the sector, who can find advice here to make the most of the potential of the Abitare product, up to the AbJournal where news, latest trends and participation in the most important events will be collected.
The area reserved for the outdoors, abOUT, defines its identity, in perfect Abitare La Ceramica style, marking the new vision of the company in outdoor products.
Finally, with a strategic choice from a digital marketing perspective, the site is presented in multilingual versions, ideal for the worldwide market, which lend themselves well to the internationality of the brand. Finally, arriving at the fundamental point of contact represented by the form that closes the circle of navigation and generates lead generation.
The result is a site that perfectly expresses the combination of recognizable style and immediate response to the most diverse target needs. An accessible experience, which creates a concrete common thread between online and offline rebranding and more, conceptually restores the identifying trait of Gresmalt by connecting the brand itself to the Parent Company.
A site to experience, both from desktop and mobile, for a new style of Living.
