With more than 1518 physical stores operating in 45 countries worldwide, Intimissimi has conquered the underwear market, bringing together sophistication and romanticism in its Italian-style pieces. The brand, which started in 1996 in Italy, is constantly dedicated to inspire and empower women with its product collections that range from underwear to lingerie and nightwear.
Scenario
Intimissimi and Codeby's history is long-lasting and includes successful initiatives, such as the beginning of the brand's onmichannel here in Brazil.
After changing the identity of the brand's Italian site, the Brazilian operation saw the need to reformulate the design of the online store and deliver a visual experience similar to the Italian one, but with changes considered essential to the Brazilian audience.
The project
In addition to the redesign, the project aimed to increase the performance of the current site, improve conversion through UX studies and adding features compatible with the audience that consumes through the brand's e-commerce.
We also worked to optimize the mobile site to comply with best practices and deliver more agility when the customer accesses the site.
The development
The brand's new website was developed using a tool developed by our team. The E-commerce Framework allowed us to build the structure of the site focused on performance, in a faster and more efficient way to later work together with our client on the adjustments that were missing.
To improve the site's performance, we used the lazyload technique on the home page, which allows the loading to be gradual and as the user navigates the site, thus showing only the requested content. The technique was also used in the shelves and products, in order to allow a more fluid navigation. In addition, all images on the site were optimized, ensuring high quality and loading time.
We carried out the project by developing the mobile version first, we made the loading of responsive images so that they adapt to the user's screen size.
We used some of our features to adapt the experience to something more assertive for the audience here in Brazil. These were used:
Smart minicartA plugin written in VUEJS that makes it possible to make the purchasing process more interactive. The customer is informed about freight calculation, discount coupons or stock status just by looking at his cart.
Freight ruler: We added this plugin to show the customer the amount that is missing to achieve the free shipping benefit. The plugin is visible on the product page, quick cart and in the customer's cart.
Smart Research: We have optimized the site search with this plugin, for the user to have access to more complete results about a certain category, size or product without the need to reload the page to show the result.
Color Select by similar product: We also added the color selector, aiming to improve the customer experience at the moment of purchase decision, showing size and color options available from similar products.
High quality zoom: Intimissimi's garments are full of details that the customer wants to see up close, that's why we developed a plugin that allows zooming on photos, without losing image quality.
Finally, our team developed a fully customized checkout within the VTEX Platform to keep the visual experience of the site present until checkout.
Result
The result of this project was a site totally focused on performance, with improved mobile and design inspired by the Italian e-commerce Intimissimi.
After Golive, the site had a 110% increase in organic traffic, the result of a great SEO strategy and a clean and efficient code structure.
The result you can check at https://www.intimissimi.com.br/
