The Client
Sprizzer is an Italian brand born in Treviso in 2012 from an insight as simple as it was brilliant: create a mechanical system to prepare the perfect Spritz, always with the correct proportions: three parts Prosecco, two parts bitter, one part soda; no electricity, no complications.
Founded by two friends who, while sitting at a bar, wondered why there wasn't a way to always get an identical and flawless Spritz, Sprizzer has gone from the first handcrafted prototypes made with pasta racks and cam systems to a design product entirely designed and manufactured in Italy, in the Treviso district specializing in injection molding.
Today, Sprizzer is present in Europe and the United States, with an international community of enthusiasts who use it in their homes, gardens, events, and bars.
The catalog includes the Sprizzer mixer (available in Black, Red, and Orange), the Pro Accessory Kit, Aperiboxes for aperitifs, official glasses, and a cotton carrying bag. With an average rating of 4.96 stars from over 75 reviews and significant media coverage, the brand has established itself as a benchmark in the made-in-Italy aperitif segment.
The Challenge
Sprizzer operated on Shopify with a theme that, over time, had reached significant limitations in terms of user experience due to continuous modifications and implementations linked to the company's growth.
Although the e-commerce was still able to effectively convert visitors, the platform had become a technological constraint that required structural evolution. The goal was to intervene without disrupting the existing interface, preserving the visual identity of the first version of the site, but deeply optimizing navigation across different markets, the experience on product pages, the information architecture, and the entire navigation flow. The site, multilingual and multi-market, required a deep intervention that went beyond a simple aesthetic restyling, involving information architecture, custom developments, optimization of the purchasing experience, and integration of new features to improve engagement and conversions.
Objectives
- Renew the user experience of the site, aligning it with its positioning in the aperitif market, while fully respecting the graphic guidelines defined by the client and preserving the existing interface for branding needs.
- Redefine the information architecture of core pages (B2C Homepage, B2B Homepage, PLP, PDP), optimizing content distribution for desktop and mobile.
- Improve the purchasing experience with advanced features such as optimized bundles, variant pre-selection, and interactive product sliders.
- Enhance social proof with UGC (User Generated Content) sections, review integration, and inspirational content.
- Optimize multi-market B2B/B2C navigation, simplifying the switch between the two segments.
- Ensure multilingual consistency, including the translation of product images for different markets.
- Preserve SEO positioning during the transition to the new theme.
The Hoculus Solution
1. Discovery and Strategy
The project began with an in-depth analysis phase, during which a complete project document was drafted that mapped all client needs, as-is critical issues, and opportunities for improvement. This phase included direct discussion sessions with the Sprizzer team to align the strategic vision and operational priorities.
2. Information Architecture and UX/UI Design
A new information architecture was defined for all main pages of the store: Header, Footer, B2C Homepage, B2B Homepage, Product Listing Page (PLP), and Product Detail Page (PDP). The goal was to distribute content more effectively, improving visual hierarchy and navigation flow.
The work was documented through low-fidelity mockups created in Figma, which covered both the desktop and mobile versions of each page, allowing the client to visualize and validate the structure before development. The design phase involved multiple iterations based on client feedback, with particular attention to the optimization of vertical space on mobile and graphic consistency across different sections.
3. New Theme Implementation
The complete theme configuration represented one of the most significant activities of the project, including:
- Setup of all store pages with new sections and content
- Creation of the Git repository for code versioning
- Configuration of optimized navigation menus
- Setup of policy and FAQ pages
- Management of integrated apps (Gorgias, Klaviyo, Judge.me, Vitals, TagFly Data Layer)
- Review and rework cycles post-client feedback
4. Custom Theme Developments
The technical heart of the project involved the development of numerous custom sections and features to meet the brand's specific needs:
UGC Content Section
A custom section dedicated to user-generated content was designed and developed, inspired by the Instagram Stories format. The section allows for uploading videos, linking products to each video, and integrating quick-buy CTAs, with volume control — offering an immersive, conversion-oriented experience.
Shop the Feed
Development of a "Shop the Feed" section with graphics inspired by social stories, which allows for associating multimedia content with products via metafields, transforming visual inspiration into a direct path to purchase.
Review System
Integration of the Judge.me app with complete configuration of widgets: Star Rating Badge and Review Widget on product pages (on all templates: Default, Bundle, Complete B2B/B2C Kit, Spare Parts), Reviews Carousel on the homepage and on strategic pages, and a dedicated page for top reviews.
Product Photo Slider in Cards
Development of a slider for product images directly in collection cards, with swipe dots on mobile and pop-up arrows on hover for desktop, including the possibility to activate an overlay on the last item.
Bundle and Cross-Sell Optimization
Research and implementation of an optimized solution for cross-sell bundle proposals on the product page, improving communication clarity, visual hierarchy, and highlighting the benefit of the complete purchase.
Variant Pre-selection and Custom Labels
Development of a product variant pre-selection system with custom labels, facilitating the add-to-cart process for products with multiple options.
Responsive PDP Layout
Implementation of differentiated layouts for the product slider between desktop and mobile, optimizing image navigation based on the device used.
5. B2B/B2C Multi-Market Navigation
A dedicated section was created in the announcement bar to facilitate switching between the B2C and B2B markets. The solution is inspired by industry best practices, with an optimized desktop version and an adapted mobile view to ensure graphic consistency and usability on all devices.
6. Internationalization and Image Translation
To support the brand's international presence, an in-depth analysis of available solutions for product image translation was conducted. After a comparative test phase, a dedicated app was selected and configured that allows for translating product photos by language and market, ensuring that images update automatically wherever they are used (PDP, PLP, product cards).
The invoice request form was also adapted to dynamically manage field visibility based on the selected language, distinguishing between private individuals and companies.
7. Compliance and Privacy
A custom privacy acceptance checkbox was implemented and integrated into the store forms to ensure compliance with current regulations. The solution was configured to work correctly on all templates and in all store languages.
8. SEO and Technical Optimization
To preserve organic positioning during the transition to the new theme, an H1 header optimized for the logo on the homepage was implemented, positioned to be visible to search engines without impacting the user interface. This technical precaution ensures continuity in SEO ranking during and after go-live.
9. Footer Customization and UI Details
The footer was completely customized with the repositioning of payment method icons and the optimization of the typographic hierarchy of informative elements (company data, copyright, address).
Results
Renewed User Experience
The new Sprizzer store presents an identity consistent with the brand's positioning, with optimized information architecture that guides the user from first contact to purchase. Navigation between B2B and B2C markets is now fluid and intuitive. The conversion rate, one month after go-live, shows an increase of 43%, with an unchanged average cart value.
Enhanced Engagement and Social Proof
The UGC Content and Shop the Feed sections introduced a level of interactivity and inspiration previously absent, transforming social content into sales touchpoints. The integration of the review system enhances the brand's social proof, with reviews and ratings clearly visible at all key points of the purchasing path.
Optimized Purchasing Experience
The photo slider in product cards, optimized bundles, variant pre-selection, and the responsive PDP layout have significantly improved the browsing and purchasing experience, reducing friction in the conversion process.
International Consistency
The translation of product images by language and market, along with the multilingual invoice form, ensures a localized and consistent experience for all markets in which Sprizzer operates—from Italy to Germany, from France to the United States.
Foundation for Growth
The new theme, structured Git repository, and custom developed sections provide Sprizzer with a solid and scalable technical foundation to support the brand's future growth, with the possibility to further evolve store functionality independently or with the continuous support of Hoculus.