Beretta Gallery

A Strategic UX design of an e-commerce channel
for Beretta Gallery USA resulting in 3X increase in online sales

Beretta Gallery epitomizes luxury lifestyle, offering an exquisite selection of fashion, home accessories, and finely crafted firearms. Dedicated to enhancing both tradition and innovation, Beretta Gallery provides an elegant shopping experience for those who seek the finest quality and design.

Team & Tools
My Contribution

Collaborated with developers, and project managers, SEO experts and e-commerce experts. Toold used were Shopify, Hotjar, Google Analytics, Figma.

As the lead UX designer, I led the interface redesign and UX optimization to enhance aesthetics and functionality, aligning with user needs and business objectives.

Agency
Client

Luxeveda Brand Services

SKIP TO DESIGN
SKIP TO DESIGN

Beretta Gallery stands at the intersection of luxury and lifestyle, offering an exquisite selection of fashion, home accessories, and finely crafted firearms.

Previously, the brand operated a single website that served all locations and resembled a catalog without purchasing options. This case study explores the creation of their online e-commerce platform, focusing on enhancing the visual appeal, streamlining navigation, and significantly boosting user engagement and conversion rates. As the lead designer, I spearheaded the transformation of this digital presence into a fully functional e-commerce platform, specifically for the Beretta Gallery USA’s New York and Dallas stores.

The primary goal of this project was to design a dedicated e-commerce channel for Beretta Gallery, focused on optimizing user experience and enhancing interactions to increase engagement and conversion rates.

The project aimed to address specific pain points such as fragmented user journeys and outdated design elements, which hindered user engagement and functionality. This involved a comprehensive redesign to create a more intuitive and engaging user experience that not only attracts but also retains customers on the platform.

Let’s look at their parent website!

The digital platform exhibited several UX issues that hindered its effectiveness –

1. Catalog-like Website Design

The website's design resembles a static catalog rather than a dynamic e-commerce platform, which limited engagement and did not effectively showcase the luxury and quality of the products.

Click here to view the site.

2. Multiple Pages for Different Locations

Each store location has its own page within the website, leading to a fragmented user experience and inconsistent brand presentation across different regions.

Click here to view the site.

3. Lack of Proper Product Listing Page

The product listing page lacks essential product information and clear calls to action, making it less engaging for the users. Additionally, the descriptions were technical and lacked differentiation, complicating the decision-making process for potential buyers.

Click here to view the site.

The design approach was methodical and user-centered.

We emphasized the enhancement of user interaction and the aesthetic refinement of the platform. The goal was to not only build an e-commerce site, but also to build a lifestyle around Beretta Gallery's brand. Key elements of this approach included the following –

1. Improved nav bar - both in categorization and the vocabulary used

The navigation bar was enhanced to improve user interaction, with better categorization and clearer vocabulary that make it easier for users to find what they need quickly and efficiently.

2. Adding carousels for better navigation
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Carousels were introduced to facilitate smoother navigation, allowing users to browse through products and categories more effectively and engage with the site's offerings visually.

3. A reimagined Product Listing Page
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The Product Listing Page was overhauled to create a more user-friendly shopping experience, showcasing products with the relevant information such as a title and the price, in a way that's both attractive and easy to navigate.

4. Addition of buying option for products
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Product images were improved to better highlight key features, enhancing the visual appeal and informational value for customers. The addition of 'Buy Now' and 'Add to Cart' buttons was prioritized to streamline the purchasing process, while product descriptions were made collapsible to keep them secondary in the visual hierarchy, simplifying the shopping experience.

5. Use of better visual language throughout the site
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The overall visual language of the site was upgraded to reflect Beretta Gallery's luxury branding, using high-quality images and a cohesive design theme that appeals to the target audience.

CLICK HERE TO SEE THE LIVE WEBSITE

To further enhance the user experience, we conducted A/B testing on various elements of the Beretta Gallery website.
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This included changes to the placement of buttons in the hero section, the layout of the navigation, and the positioning of carousels on the home page. These tests were designed to understand consumer behavior and identify which configurations yielded the best user engagement and conversion rates. The final design choices were based on the layouts that demonstrated superior performance during these tests.

Now, the framework for Beretta Gallery is established, yet the layout remains dynamic, changing based on new content for different seasons and product launches. Testing is an ongoing process to understand how users adapt to the design and to determine what works best.

What were the results?
‍The design of a sales channel and the SEO and UX optimization of the Beretta Gallery website resulted in substantial improvements in brand engagement and financial performance –

‍The user-friendly design and SEO enhancements significantly increased the number of site visitors, broadening the customer base and enhancing brand visibility. Additionally, the intuitive navigation, engaging product displays, and optimized call-to-action placements led to a notable increase in sales, as users were more inclined to make purchases due to the improved shopping experience.

Looking Back: Results & Reflection

Designing this e-commerce platform created a new sales channel and recognition for Beretta Gallery, and increased the site traffic for the brand by 60%

User-Centered Design Drives Engagement
The redesign focused on improving navigation, usability, and product presentation to create a more engaging shopping experience that boosted customer retention.
Iterative Testing Refines the Experience
A/B testing helped optimize key design elements, leading to improved user interactions and higher conversion rates.
Luxury Visual Design Meets Functionality
The visual design upgrade aligned with Beretta Gallery’s luxury identity, enhancing the user experience and reinforcing brand prestige while increasing sales.
VIEW ALL PROJECTS
VIEW ALL PROJECTS

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