" Cocci launched in 2021 as a garments show room intended to change the vintage perception across Italy and Europe.

Vintage panorama is so miscredited by the endogenous environment: dark spaces, dusty retail stores and carelessness communication. Cocci aim to be and exhibit not only a Minimalist aesthetic but to combine and complete it, with a focus of the garments themselves and a Luxury approach.

Showcasing the history of clothing is perhaps the center of Cocci's attention, in fact every single garment is one of a kind and has a story to tell, a past that is sometimes visible on the material itself and that tells about its previous uses: the signs of time in this sense enrich the garment, giving it a uniqueness that only vintage pieces can have. The ethics of vintage is to value time, people and quality without embracing the fast-fashion culture.

Located in the nearby of Bologna (ITA), the showroom direction is operated by founder Giulio Marchioni. "



User Research / User Testing / Customer Journey Definition / Personas Definition / UX Design / UI Design / Development / E-commerce Managing

march 2022 - ongoing

Before I came on board, there was no website, no organized sales channel. The brand was growing on Instagram and up until then, sales were conducted through DMs.

We studied the existing customer base, took our time, decided where to position the brand, how to present the offerings, and planned for the future direction. From there, step by step, we arrived at the current website.


my methodology always starts by following and keeping in mind two dogmas for me: following the steps of 'Design Thinking' combined with touching as many points as possible of the 'Good design principles' by Dieter Rams.

my methodology always starts by following and keeping in mind two dogmas for me: following the steps of 'Design Thinking' combined with touching as many points as possible of the 'Good design principles' by Dieter Rams.

understanding the problem

before I start making the cool stuff, I'm not an artist but a designer, so we have to understand the problem in depth, and then solve it in the most wonderful way possible.

questions and to-do list:

who COCCI is

who the current customer is

what the customer wants

what the customer's passions are

who we want to be the future customer

define the customer journey

study competitors and brands we would like to reach

test the site with target users

A/B testing to confirm or deny some key solutions

test some important decisions and their success

performance checks

Dude, you know, I obviously can't tell you sensitive, research data for a client, but I can tell you that certain issues have come up from the data collected, and based on that, I've started designing. I'll give you a hypothetical example: if it had emerged that users were struggling to complete a purchase, you could fix the experience related to placing a product in the cart, or where and how the cart icon is, or how the cart page looks.

you understand, it's very "simple", data appears from a research, i analyze them, and then the cool graphics you see are designed in such a way that they solve the problem that had or could have the user, avoid further problems or problems already known, and in this case convert to the maximum of our ability.

After collecting data from research and interviews with users and possible customers, market research and competitors, we created an affinity diagram and listed the different tasks with which we divided the project in order to work organised and define sprints with goals. in short, after all this data, numbers and stuff, now I can finally do the cool f*cking graphics.

Here we are!! I finally started to put my hands on what you see online. I started as I said from the problems, so that in the new site there were no and indeed, more, with the aim of making the experience better and better.

to avoid not realizing consistent design, to be sure that the customer is in line with my thinking, to design at best, you always start from a wireframe. whether they are whole pages, small sections or even individual elements, always better to start from a wireframe than directly realizing the final graphics.

I conducted usability testing sessions with selected users and customers to validate whether or not the design of the new website solved their previous problems, see how they used the site and whether it was different from what we had in mind, how easy it was to do some actions, how much a person who already knew the brand understood that this was the new site, what emotions and thoughts aroused instead on new customers.

We're at the end of the line.

I continued the project by dressing the wireframe. At this point I already have in mind how to do it and it's just a matter of proceeding and making fantastic experiences! since I am a fan of precision and organization, I adore when it's time to make the desing system, also because it means making the design easily maintainable and upgradeable.


Once I finished the whole project, I made an animated mockup (usually with videos made in after effects) and then brag to the customer about how cool the final result is and see together that everything is perfect. if so, and the customer does not bother, you move on to development. in this project I realized the development (because yes, I can do that too maaaan).

Since they didn't have a website before, we didn't have any comparisons to make. But of course, with the website, it was already a significant improvement from selling solely through Instagram DMs. We're happy to see the brand growing more and more, especially thanks to the exceptional founder. The website has consistently received great feedback for its simplicity and how fast and intuitive it is to make a purchase or find a product. I hope, but I'm sure, that we'll achieve even more together. This brand and its founder truly deserve it! If we have a strong presence in the vintage market in Europe, it's all thanks to him, so let's all give him a big thanks. And if you're in the market for a 60s sweatshirt, you know exactly where to look. Plus, they have an incredible website!

If you're not lazy, since you've come this far, you only need one last thing: coffee break! no I'm joking, go visit the website online, it deserves the click!