Content and Creative
Customer Experience (Cx)
BackgroundDiesel S.p.A. is an Italian retail clothing company located in Breganze, Italy. They specialize in premium denim as well as clothing, footwear, and accessories. Their clothing line has two different labels: DIESEL and DIESEL Black & Gold.
BriefThe DIESEL and DIESEL Black & Gold product lines were previously marketed to their customer base separately and now had to coexist within one site. They wanted to update the overall visual design to fit with the new, modernized product direction and improve navigation of their vast collection.
GoalsRedesign diesel.com into a single digital flagship. Enhance the content creation calendar to align the tone of voice across content and commerce while elevating product presentation. Streamline the checkout process and simplify access to customer service. Improve the denim product filtering capability and modernize the perception of the brand.
ChallengeHaving two brands live together on one site meant all brand communication, product presentation, and collaboration documentation had to be carefully considered. DIESEL needed a comprehensive design system that would support the architecture and product database.
Modular DevelopmentBORN collaborated closely with DIESEL’s design team to create a library of modules for special offers and campaign pages, while also creating engaging and dynamic templates to support DIESEL’s growing array of collaborations.
A Seamless ExperienceBORN provided UI and UX design as well as frontend and backend development to transform DIESEL’s digital flagship into a seamless, cohesive brand experience.
With the vast assortment of jeans, clothing, shoes, and accessories, DIESEL.com had to leverage mobile-first design in order to deliver campaign content and product offers to a large number of users on a global scale.