2021 Bronze Best UX

Agency: MullenLowe Profero

Client: Moleskine

Campaign Name: Global ecommerce platform redesign for Moleskine

Campaign Overview

Moleskine.com lacked the vision the brand's heritage merited. Its online home needed to be set apart from competitor brands, and also from the e-commerce giants benefitting from the accelerated growth of online shopping during the pandemic.

Strategy

Despite the brand's strong design credentials and prestigious creative heritage, by summer 2020 Moleskine.com felt like a destination for doodlers and daydreamers. It was an iconic brand that must be put back on its pedestal.

For the redesign of Moleskine.com, MullenLowe Profero chose to reframe the brand’s historic credentials within a new narrative, aiming for a site that was both a brand home and an e-commerce destination.

Rather than simply promoting self-expression, Moleskine showed how it could help creators of every stripe, from artists to entrepreneurs, achieve the change they were seeking to make through their work.

A fresh vision was established: through products sold, stories told and inspiration offered, Moleskine.com would be a platform designed to fuel purposeful creativity.

Creativity

The overhaul began with four key experience principles that underpinned the translation of purposeful creativity into user experience: the meaningful discovery of serendipity, narrative focus of simplicity, imbuing personalisation with significance; all built on an ethos of storytelling.

A simplified homepage created a narrative focus on Moleskine's legendary past, present of craft and innovation, and future of creativity aligned with purpose.

Micro-interactions added brand elements onto familiar e-commerce patterns.

For example, the product images for the iconic notebook weren't presented as a gallery on product page, but lined up from front cover to back cover to give the impression that users were leafing through the notebook as they might at a bookshop.

Exclusive personalisation and gifting services were integrated to give users a reason to shop on Moleskine's own site instead of third-party platforms like Amazon.

There was also a move away from the e-commerce convention of listing product categories in navigation, to a site structure that that balanced e-commerce with product discovery, brand discovery, social purpose and editorial content.

Results

The Team

Moleskine - Daniela Riccardi, Chief Executive Officer - Christophe Archaimbault, Chief Creative Officer - Davide Nebbia, Chief Information Officer - Peter Jensen, Senior Vice President, Chief Brand & Innovation Officer - Andrea Mantovani, Group eCommerce Director - Federica Sandri, IT Digital Partner Manager

MullenLowe Profero - Jose Miguel Sokoloff, Chief Creative Officer - Richard Prankerd, Chief Operation Officer - David Blaseby, Managing Partner - Rachel Wells, ECD - Patrick O'Leary, Head of Digital Design - Nick Smith, Head of Platform Delivery - David Underwood, Senior Project Manager - Ellieq McCulloch, Senior Digital Designer - Bradley Nicholls, Mid-weight Designer - Emily Regan, Mid-weight Digital Designer - Rowan Kisby, Strategy Director - Hannah Hayes-Westall, Strategy Director - Samuel Brigstock, Strategist - Jessi Tabalba, Lead UX Architect - Stephanie Kemp, Senior UX - Florence Opara, UX Architect - Matthew Ingrouille, Account Director

Contributors

OSF Digital