CRAI
■ UX ■ Experience Design ■ Development
Redesigning the digital ecosystem of an iconic brand
Redesigning the digital ecosystem of an iconic brand
CRAI is one of the most recognizable names in Italy’s retail sector, with a rich history and a distinctive market position. The brand aimed to modernize its digital experience, strengthen its identity, and create a platform that could showcase the company’s many facets — from product lines to recipes, from the wine cellar to corporate news — all while maintaining consistency and clarity in communication.
Project
UX, Experience Design, Development
Technology
Next.JS, React, Strapi, Klaviyo
Year
2025
The challenge
The main challenge lay in managing the depth and diversity of the content. It was therefore essential to rethink the UX and UI to design an experience capable of guiding users through a large and complex structure, overcoming the limitations of the previous website — an unintuitive menu, scattered navigation, and difficulties in editorial management.
The strategic approach: headless architecture for maximum flexibility
The decision to adopt a headless architecture was the cornerstone of the entire project. Separating the front end from the back end made it possible to design a digital experience that is flexible, high-performing, and future-ready — free from technological constraints.
This approach ensured:
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Flexibility, enabling the rapid introduction of new features
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Scalability, with a platform designed to support future developments, such as the product catalog planned for phase two
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Performance, through optimized loading times and SEO improvements
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Technological independence, allowing the front end and back end to evolve autonomously
The design solution
Building on this architectural foundation, we developed a complete UX and UI redesign aimed at orchestrating the complexity of the content and enhancing the brand through a clear, seamless, and consistent experience.
The new experience introduces personalization elements, such as navigation tailored to the user’s preferred store, making the journey more relevant and aligned with real shopping habits.
We created a modular design system to ensure visual consistency, output quality, and long-term continuity, facilitating future evolutions in both design and development within the headless architecture. The Strapi headless CMS was configured with a reusable component structure to simplify content management and updates. This setup allows the client’s team to operate with full autonomy while maintaining control, consistency, and speed in publishing.
The integration of Megadesk and TLOYALTY platforms via API enabled an omnichannel loyalty card, ensuring unified management of points and profiles across online and offline channels.
The result
The new CRAI website represents a solid, structured evolution of the brand’s digital ecosystem: a modern, intuitive user experience supported by a scalable headless architecture and a UX/UI design that brings clarity and readability to rich, layered content — guiding users naturally and fluidly through the brand’s storytelling. Phase two, featuring the integration of the product catalog, will further enhance the experience, transforming the website into a true informational and commercial hub.
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