A strategic digital transformation of an artisanal bakery into a 24/7 e-commerce platform. The project involved the full design and development of a digital shop optimized for direct-to-consumer sales and nationwide shipping of traditional Tuscan products.

The primary objective was to transform a historic artisanal bakery into a high-performance digital boutique to expand traditional Tuscan product sales nationwide. The project focused on reinforcing the online channel to complement physical stores, allowing the brand to reach customers 24/7 without geographic limitations. Success was defined by creating a scalable, autonomous revenue stream and a loyal digital customer base for year-round engagement.

The main challenge was digitizing a deeply traditional brand while preserving the warm visual identity and charm of the physical Pienza shops. Technically, the platform had to manage complex logistics for fragile bakery goods and automated shipping across Italy. From a UX perspective, I had to architect a seamless journey that balanced direct product sales with high-visibility service areas for B2B supplies and custom ceremonial orders.

I delivered a conversion-optimized e-commerce platform that mirrors the brand’s physical identity while simplifying the path to purchase. By integrating social proof and intuitive navigation, the final solution provides a 100% autonomous sales cycle, effectively turning one-time visitors into recurring national customers. The implementation led to a significant increase in average order value (AOV) and improved digital reach without increasing fixed operational costs.