INDUSTRY
Mobility & Services
Touchpoint
Mobile App
Context
The project was developed for one of Italy’s leading companies in the services sector, part of a large group operating nationwide. The application represented one of the main digital touchpoints for both private and business customers, supporting an ecosystem of services in continuous evolution. Throughout the project, I contributed to several UX and UI Design streams, working on the introduction of new features, the evolution of existing flows and the design of new modules. This case study focuses on one of the most significant streams, dedicated to designing a new omnichannel experience for the launch of a B2B service.
The challenge
The challenge was to design the experience of a new offering dedicated to business customers, while the service itself was still being defined from a business perspective. The goal was to turn continuously evolving requirements into a consistent omnichannel experience across the mobile app, website and physical network, ensuring continuity throughout the entire user journey.
Before moving into detailed interface design, it was necessary to understand how the different touchpoints would work together, defining shared scenarios with business teams and stakeholders. For this reason, the work started by validating the design direction through key wireframes, reducing the risk of investing time in designing solutions that were not yet fully aligned. The project was developed in close collaboration with the designers responsible for the website and physical network, ensuring consistency across all touchpoints of the experience.
The process
01
Discovery and scenario definition
Reviewing existing documentation, business requirements and early design work to build a shared vision of the new offering. With stakeholders, we defined core use scenarios across the app, website and physical network.
02
User Journey Mapping
Mapping key user journeys and decision points across the omnichannel experience. Representative screens made the principal flows concrete and enabled fast alignment with business and stakeholders.
03
Business Validation Workshop
Planning and facilitating a validation workshop with business stakeholders to share scenarios, journeys and design concepts. It surfaced feedback, clarified uncertainties and validated the design direction before detailed interface design.
04
Detailed Experience Design
Translating validated concepts into complete UX flows and high-fidelity mobile app interfaces. I designed core scenarios, alternatives and interface states while collaborating with stakeholders, developers and designers across other touchpoints.
The outcome
The project resulted in the definition of an omnichannel experience validated together with stakeholders and the complete design of the mobile experience for a new offering dedicated to business customers. The main user journeys, including alternative flows and edge cases, were translated into UX flows and high-fidelity interfaces consistent with the Design System and aligned with the other touchpoints involved. Beyond interface design, the work helped build a shared vision across business, design and project teams, reducing ambiguity in the early stages and creating a solid foundation for the future evolution of the service.
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