UX Design / UI Design / UX Writing
piazza blu
Corporate Design
Conceptualization, structuring, and visual design of the new AI section on the piazza blu website — including UX writing for AI articles, development of information architecture, graphic design, and ensuring a consistent and user-centered digital brand experience.
Role
Scope
Focus
Senior UX/UI Designer
Concept and design of the AI section
Strategic positioning of AI within the brand ecosystem
Overview
As part of the website evolution at piazza blu, I led the strategic UX conception and design of the new AI section.
The goal was to transform complex AI topics into a clear, structured, and scalable digital experience — strengthening piazza blu’s positioning as a strategic AI partner in e-commerce.
Challenge
AI is complex, abstract, and often communicated in highly technical language.
The challenge was to:
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Translate complexity into clarity
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Address different knowledge levels (from business stakeholders to technical audiences)
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Communicate strategic value, not just technology
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Create a scalable content architecture for future AI topics
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Reduce cognitive load through visual structuring
Old piazza blu pages
look like this
Strategy & Approach
Information Architecture
Development of a scalable content structure for AI-related topics and articles.
Modular page elements for clear hierarchies and improved readability.
Content Design & UX Writing
Reduction of complexity through precise, user-centered language.
Strategic headline system for clear value communication.
Visual System
Design of explanatory graphics to visualize abstract AI processes.
Integration into the existing design system for consistent brand management.
Solution
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Structured AI landing page with clear value communication
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Scalable article framework for AI-related topics
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Visual explanation models to simplify abstract concepts
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Modular content components to improve readability
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Improved hierarchy and interaction patterns
The result is a clear, guided, and strategically positioned AI experience within the piazza blu website.
The optimized webpages
In contrast to earlier service pages that were primarily text-driven and informational, the AI section introduces a more structured, modular, and visually guided user experience.
As well as the UX/UI Design page I designed.
Before
Primarily text-driven graphics with limited visual hierarchy and minimal graphical support.
After
Structured visual system with supporting graphics that clarify complex AI concepts and guide user attention - all manually designed without generative AI tools.