The Challenge
The agency needed a comprehensive website that serves multiple purposes:
- Showcase Alfa Romeo’s vehicles and brand heritage.
- Promote agency services, including car repair and maintenance.
- Provide a catalog and online shop for spare parts.
- Adapt Alfa Romeo’s global visual identity to a bilingual, local‑market context.
The challenge was to design a site that feels premium, trustworthy, and brand‑aligned, while still being practical for users who need quick access to service information and spare parts.
My Role
I was responsible for the UX and UI design of the site. My contributions included:
- Structuring the site architecture to cover brand, services, and e‑commerce.
- Designing wireframes and high‑fidelity screens.
- Applying Alfa Romeo’s color palette and typography for consistency.
- Building a responsive design for desktop, tablet, and mobile.
The Process
Research & Benchmarking
- Studied Alfa Romeo’s global website and other luxury automotive sites to capture the right visual tone.
- Reviewed user expectations for spare parts e‑commerce and repair service booking.
Wireframes & Site Flow
- Defined clear navigation for Cars, Services, Spare Parts Shop, and Agency Info.
- Designed separate flows for brand exploration and functional needs (ordering parts, booking service).
Visual Design
- Applied the Alfa Romeo red, black, and white palette to create a bold, luxurious feel.
- Used the official Alfa Romeo typeface for brand consistency.
- Balanced cinematic car imagery with practical product card layouts for the spare parts shop.
Responsive Design
- Optimized for mobile users seeking quick info (addresses, services, parts).
- Ensured a seamless experience across desktop, tablet, and mobile.
Obstacles
Balancing luxury and utility — combining a high‑end brand identity with the practical needs of an online spare parts store.
Local adaptation — ensuring the design works for both Iranian and Dubai markets while staying true to Alfa Romeo’s global standards.
The Outcome
The final design delivered:
- A multi‑purpose agency website that combines luxury brand presence with functional services.
- A services section for repair and maintenance in Tehran and Dubai.
- An online spare parts shop with product cards, search, and checkout.
- A responsive design maintaining Alfa Romeo’s brand identity across all devices.
Reflection
This project reinforced the importance of designing within a global brand system. Every color, type choice, and layout had to reflect Alfa Romeo’s established identity, while still solving local user needs. It also taught me the value of balancing emotional storytelling (cars, lifestyle, luxury) with practical usability (service booking, e‑commerce).