Rossano Ferretti Parma is a luxury haircare brand that bridges ecommerce with a network of physical HairSpa locations (Zurich, Abu Dhabi, Parma). For this case study, I reviewed the storefront through a conversion-focused lens — homepage priorities, category navigation, and credibility signals — to find what's driving purchases and where there's room to lift conversion further.

Key focus areas:

Hero priority — the "NEW! Rossano Ferretti HairSpa Zurich" slide promotes a physical salon location above product, worth testing against a product- or bestseller-led hero for online shoppers not near a HairSpa

Shop by Product navigation — Conditioners & Masks / Serums & Oils / Sprays & Mousse tiles with individual "Shop Now" CTAs, giving quick category entry

Award/credibility badges — "Clinically Proven" and press award seals stacked on product tiles, reinforcing quality claims at a glance

Education content — "How to Videos" (Glossy Definition, Voluminous Hair Tutorial) building product usage confidence before purchase

Expert/artist credibility — named stylist/artist profiles (Art Director, Hair Artist) with location tags, lending salon-level authority to an ecommerce site

Shipping incentives — Free Samples/Free 2-Day Shipping thresholds in the top bar, worth testing prominence and whether AOV nudges could reinforce them further down the page

Deliverables: full audit report, prioritized quick wins, and an A/B testing roadmap ranked by impact vs. effort.

An ecommerce website experience for a footwear brand, designed to combine comfort-led product storytelling, clear collection discovery, and a dedicated path for wholesale enquiries.

Project overview Carbon Footwear is a footwear brand focused on premium-quality slippers for men, women, and children. The website needed to communicate more than a product catalogue. It had to introduce the brand with confidence, help shoppers explore the right collection quickly, explain the quality behind each pair, and support wholesale buyers looking for a reliable manufacturing or supply partner.

The resulting experience combines strong product imagery, warm editorial styling, clear category navigation, and practical calls to action. Every section contributes to one consistent message: Carbon Footwear delivers comfort, style, durability, and dependable quality for every step.

The homepage was structured as a complete brand journey. It begins with the emotional benefit of comfort, moves into product discovery, explains the materials and craftsmanship behind the footwear, shows the products in a lifestyle setting, and finishes with a focused wholesale partnership section. Deliverables Full ecommerce homepage design Product and collection presentation system Retail and wholesale user journeys Content hierarchy and UX structure Brand-led visual direction Product benefit and craftsmanship sections Conversion-focused calls to action Responsive design direction Project outcome The finished design gives Carbon Footwear a polished digital presence that reflects the look and feel of its products. It creates a clear hierarchy across the homepage, gives each collection a distinctive place, and makes quality visible through close product details and structured proof points. The website also presents the brand as commercially capable. Retail customers receive an attractive route into the collections, while wholesale partners receive a direct explanation of the business value and an obvious enquiry path. The overall result is an ecommerce experience built around comfort, craft, and confident product discovery.

Ending the homepage sequence on the wholesale enquiry instead of burying it in a footer link is the sharper call — most brand sites treat B2B as an afterthought, and that ordering signals it's a real revenue channel, not a contact-form checkbox.