UX & DIGITAL STORYTELLING | ZEGNA.COM

As Senior Global Copywriter at Zegna, I ensured seamless shopping on the relaunched Zegna.com by helping build out the user experience and dynamic online content. To facilitate website utility, usability and desirability, I collaboratively developed sitemaps and customer flows and took ownership of all copy, ranging from homepages to product details pages, and from shopping cart to checkout. I upheld Zegna’s voice as a service-oriented luxury menswear retailer, while modulating the overall tone between more informative micro copy and more inspirational brand storytelling pages.

Website Navigation

One element of the website I helped shape was the navigation menu which plays a decisive role in the user experience. The navigation categories New In, Ready to Wear, Shoes and Accessories were selected because they are standardized across the luxury fashion landscape. Made for You was chosen to reflect the brand’s elevated customer service featuring Made to Measure and Bespoke experiences. Our World was selected to holistically showcase both Fashion Shows and Zegna’s Heritage & Values, while feeling more elevated and enticing than simply ‘About Us.’ These names considered many different capabilities and use cases for longevity.

Customer Service PAGES

Throughout the shopping journey, website copy helped remind visitors of the elevated customer service opportunities. Zegna seamlessly guides shoppers through a number of unique ways to receive assistance whether online, in-store or through virtual appointments, following the mantra At Your Service Every Day. On the relaunched website, customers are reminded they can effortlessly make product reservations, arrange style appointments and book Made to Measure services. The experience is bookended with a simple login and checkout payment process.

One way to support the customer experience was through an instant chat functionality, connecting the customer to Style Advisors who could help lend their expertise. Zegna directs the customer with a CTA that is human-sounding and plainspoken: Ask our in-store Style Advisors. The secondary prompt Message us for advice, photos and videos from the store helps illuminate the benefits of reaching out to a Style Advisor instantly. The help options are simple and straightforward based on most asked Customer Service questions.

The customer experience also includes opportunities for In-Store Appointments and Virtual Appointments. As customers are typically familiar with scheduling in-store meetings with their personal Style Advisors, this experience is directly linked to a straight-forward Book an Appointment page where you can schedule a time. The Virtual Appointment page includes more descriptive and conversational copy.

ONLINE SHOPPING & CHECKOUT

Throughout the customer journey, the micro copy is conversational, made to feel like a Style Advisor is communicating through the screen for a less robotic feeling. This includes the checkout pages which maintains a welcoming and human tone. Overall, most website copy is short and functional, such as: Delivery or In-Store Pickup. However, Zegna uses friendly service-oriented language where possible, such as: If you need assistance, please do not hesitate to get in touch with our Customer Care team.

Brand Storytelling

The relaunched Zegna.com also provides opportunities for rich digital storytelling so customers can better understand the Italian brand’s enduring legacy as tailoring experts and sustainability advocates. Examples of this more in-depth content includes pages creatively outlining new iconic products, fashion show collections and corporate sustainability initiatives. One of these pages also informs customers about the Bespoke Atelier. This is a part of the website where the brand’s tone shifts in a more inspirational direction as it represents the pinnacle of customer service and luxury craftsmanship.