A complete redesign of the Colorizzo platform, an e-commerce store for paints and technical materials for woodworking and metalwork. The project made the offering clearer, simplified navigation for professionals and hobbyists, and increased conversions thanks to a more intuitive UX and a catalog reorganized around how people actually shop.

Client:

Colorizzo

Sector:

Retail

Year:

2025

Services:

Editorial design, UX & structure

The Project:

Colorizzo is an e-commerce store specializing in paints, wood stains, impregnating finishes and technical materials for woodworking and metalwork.
The existing site didn't do justice to the quality of the products, and it didn't help users choose the right solution for their projects.

The goal of the project was to rethink the platform in order to:

make the offering clearer, as it is often highly technical
simplify the buying experience for professionals, craftsmen and hobbyists
increase conversions and sales with more effective communication

The Challenge:

The main challenge was making a catalog of dozens of technical products accessible, with differences in coverage, substrate, formula and specific applications.
We needed to strike a balance between:

technical accuracy of the information on paints and materials
visual clarity to help users find their way quickly
ease of purchase, especially for those browsing on mobile
a site that also supports less experienced users

The Approach:

We structured the work with a data-driven, user-focused method:

Analysis of the existing site to identify navigation friction, technical issues and opportunities for improvement.
Complete reorganization of the information architecture: clearer categories, useful filters, and guided paths based on applications (e.g. exterior wood, interior wood, iron, metalwork).
UX & UI restyling with clean interfaces, more readable technical descriptions and optimized product pages.
Setup of strategic advertising campaigns to generate immediate sales and build a qualified audience over the long term.