Revolutionizing Luxury E-commerce: Gucci's Mobile Website

Huge's Design Approach to Gucci's Mobile Website: A Blend of Luxury and Functionality

Huge's design team drew inspiration from their previous successes with luxury e-commerce projects, such as Barneys.com. The focus was primarily on the products, with the design process being heavily influenced by Gucci's customer base. The team recognized that luxury shoppers often purchase one expensive item at a time, leading to the decision to expedite the checkout process and condense it into just three steps.

When Gucci approached Huge for a complete redesign of their digital presence, the objective was clear - to seize the mobile sales opportunity immediately. The result was a design that brought the luxury, service, and ease of the in-store shopping experience to smartphones and tablets. The design maintained a premium feel while also streamlining the purchase path. Large, high-resolution images took center stage, with full descriptions and prices falling below the fold. A messaging bar for timely sales announcements and free shipping offers was also added, based on the insight that even luxury buyers are attracted to deals.

Despite the technical challenge of building the mobile sites quickly using only existing code and photography, Huge launched Gucci's mobile e-commerce sites for iPhone, iPad, and Android devices in just two months. To ensure consistency across devices and screens, Huge created a navigation structure, footer, page template, and style guide that worked equally well across all platforms. Separate templates were created for product grids and collection pages to accommodate different screen sizes.

The design team at Huge included Kristin Faucher, Neda Namiranian, Joe Stewart, and Irene Tien, among others. Gucci's team included Barbara Rybka, Zeina Farha, Laura Manni, Emmanuelle Saal, and Filippo Conforti. Together, they managed to create a mobile website that not only reflected Gucci's luxury brand identity but also facilitated a seamless shopping experience for its customers.

The design's uniqueness and innovation did not go unnoticed. In 2014, Gucci's mobile website was awarded the Golden A' Mobile Technologies, Applications and Software Design Award. This prestigious award is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom. It is a testament to the extraordinary excellence of the design and its significant impact on the world of luxury e-commerce.