Overview
Market
B2B · Global
Industry
Chemical Manufacturing
Duration
10 months
Team
2 designers,
10+ cross-functional
Challenge
RadiciGroup had ZERO Credibility: products and certifications were buried in PDFs and outdated flows, and the brand lacked a clear story.
Role
Redesigned the site structure across three divisions, built a 0–1 design system, ran multilingual QA, and updated 1,000+ assets.
Impact
Cut product discovery from 4 clicks to 1 and translated a 100‑year legacy into a modern, story driven digital experience.
*Launch is on hold due to a recent company acquisition.
Rollout plan
Context
What does RadiciGroup Do?
From the computer 🖥️ in front of you to the shoes 👟 you’re wearing. All of these things have a beginning. An origin.
These origin materials is what RadiciGroup creates.
RadiciGroup’s Global presence across all 3 products
Problem
Statement
Radici’s digital experience makes it hard to understand the product portfolio or verify trust signals.
Fragmented IA
PDF‑bound details
Inconsistent modules
All slow discovery and erode credibility across 3 divisions.
Before & After
Product Page
Before: Specs buried 3–4 clicks deep in dense PDFs.
After: Scannable pages with surfaced specs and industry relevance for instant comprehension.
Homepage
Before: Failed the 5-second test with three divisions, and no story.
After: One global front door with a clear narrative and fast orientation.
Before
Product Page
30 products, 100+ subproducts with one big disconnected IA structure.
After
Product Page
I restructured the IA and content layout to improve product discovery across the website.
Before
Homepage
No story. No brand value.
Equals = no credibility
After
Homepage
I unified three divisions into one global homepage with clear entry points, so discovery happens in seconds, not minutes.
Homepage prototype
Design System
A token‑backed design system kept the work consistent and scalable as the product evolved, growing sprint by sprint from pilot screens into reusable tokens, components, and patterns.
Impact
1️⃣ Three divisions, one design system — one story, less rework. (Execution + scale)
2️⃣ Product pages in one click — find the right materials, fewer drop‑offs. (User impact)
3️⃣ Consistent content at scale — Structured content rules kept specs, certifications, and media consistent over time. (Business impact)
From zero story to an online engaging 100 year legacy impacting 🏠️ everything 🛥️ we use in our everyday 🏃♀️ lives.
Lessons Learned 🧘♂️
01
Language is not a barrier
Working with a design lead who only spoke Italian was no barrier. Using ChatGPT, bilingual annotations, and structured QA, we showed cross-language collaboration can work smoothly.
02
Tokens blew my mind
Everything scaled instantly with no need for long dev docs. It takes time to setup but in the end its a huge time saver with consistent, flexible results. Blown away by automatic typescale formating when designing across breakpoints.
