asgoodasnew
UX/UI Design
I made a comprehensive UX/UI redesign and rebranding for asgoodasnew.it, an e-commerce platform specializing in refurbished technology. The idea was to give the site a modern feel, focusing on user experience and effectively communicating the values of quality, sustainability, and affordability. Delivery included the brand identity (logo, color palette, typography), new information architecture, new user flows, and hi-fi prototypes (desktop and mobile).
Client:
asgoodasnew
Role:
Brand & UX/UI Designer
Year:
2025
Challenge
The original website was suffering from a dated interface, clunky navigation, and the lack of essential e-commerce functionalities. Usability and accessibility issues obstructed the user journey: the user was bogged down to easily retrieve information, compare products, or outright complete their purchase in the quickest way. The existing brand identity was as a bit anonymous and didn't align with the company's potential, while consumer awareness and trustworthiness of refurbished products needed that reinforcement.
Objective
The primary objectives were to enhance the overall user experience by creating an intuitive, accessible, and visually appealing interface. This includes improved site navigation, a streamlined purchase process, and well-differentiated display of product information and benefits. Another key objective consisted of building a stronger and modern brand identity that would instill trust on the side of the consumer and represent the commitment of the company towards sustainability and quality, finally bringing a new wave of user engagement and conversion.
Results
Deliverables included a fully redesigned and rebranded website prototype with a brand-new logo, a new typeface, and a WCAG-compliant color scheme. User testing of the new design was met with very positive feedback, with users describing it as "professional", "clear", and "trustworthy". I also made the live chat more visible based on tester feedback and so was the product comparison feature, both bolstering the already reliable user experience with a further dose of intuitiveness.
