giuliacosco

Targetti is an architectural lighting company that specializes in providing professional fixtures to architects and lighting designers.

The value of their products lies in their advanced expertise in optical design, precise light control, and the ability to create stunning lighting effects. This is complemented by the high quality of their product design, which is distinguished by reliability, aesthetics, and meticulous attention to detail.

Given the technical nature of their products, communication plays a critical role in bridging the gap between emotional appeal and technical precision. Striking the right balance is essential, as their target audience encompasses both creative and technical perspectives.

Goals
The goals of this redesign were to:

Communicate the brand’s core values: Highlighting their deep lighting expertise, commitment to innovation, and strong collaborations with internationally renowned architects and lighting design firms.
Showcase and describe product families: Presenting them in a way that is both clear and emotionally engaging.
Enhance website navigation: Making the user experience seamless and intuitive.
Provide lighting inspiration: Offering creative ideas and showcasing innovative applications for lighting design.

The Process

Throughout the project, I conducted user research through interviews and surveys, analyzed the findings to identify key insights and user personas, developed design concepts focused on simplicity and usability, created interactive prototypes to test different solutions, and designed low-fidelity wireframes to map out the website/app structure and user flow.

The Process

Activities

At Targetti, I am responsible for Concept Creation, New Product Development, and User Experience (UX).

To improve the usability and engagement of the Targetti website, I carried out various UX activities throughout the research, design, and development process:

Research and Data Collection
Data Analysis and Team Collaboration
Brainstorming Sessions
Flow Diagramming and Customer Journey Maps (CJMs)
Figma Prototypes (both low and high fidelity)
Content Creation

Research

We conducted the following research activities:

Competitive Benchmarking: Analyzed competitors within the lighting domain.
In-Depth Interviews: Engaged with our Sales Team, Architects, and Lighting Designers to gather valuable insights.
Usability Tests: Evaluated the current website to identify pain points and opportunities for improvement.

Design

Focus Areas:

Home Page
- Developed a completely new Home Page to enhance the perception of Targetti's brand identity.
- New Hero Section: Designed an easily updatable space to feature news and announcements.
- Quick Links: Added shortcuts for faster navigation to product pages.
- Highlights Section: Showcased key collaborations with renowned lighting designers and architects.
Product Introduction Pages
- Designed pages to inspire architects by providing context-of-use examples for products, such as applications in architecture and landscape.
- Displayed examples of lighting effects and mounting options to demonstrate product versatility.
- Simplified technical product descriptions with visual elements like infographics, animations, and renderings to make technical content more accessible.
Portfolio Page
- Rebuilt the portfolio page to narrate how Targetti has illuminated iconic architectural projects worldwide.
- Created a clear link between project visuals and the lighting products used.
- Encouraged an engaging navigation flow, allowing users to explore related projects that utilized the same or similar lighting products.