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An e-commerce solution for an artisan food supplier


increase in revenue


more transactions


increase in average order value


more page views


Seggiano are Italian food specialists who supply artisan food to over 550 stockists across the globe. Their business objectives are to raise awareness, refocus the perception of the brand, increase stockists numbers with top-end supermarkets and increase e-commerce sales.

Our task was to assess the performance of the legacy website and propose changes to help improve usability and sales with a new website design and development.



As part of our discovery, we conducted advanced user and heuristic research combined with market and competitor analysis to form a hypothesis for our design decisions. By understanding our users and their emotional drivers, we developed a clear road map for the project.

Working in agile phases, the initial goal was to produce a functional, e-commerce solution that would eradicate all of the usability issues found in discovery.

The tracking shows that users are now finding it much easier to perform tasks and as a result, the client has had a marked increase in sales.

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