The Client
Sprizzer is an Italian brand founded in Treviso in 2012 from an idea as simple as it was brilliant: to create a mechanical system for preparing the perfect Spritz, always with the correct proportions: three parts Prosecco, two parts bitter, one part soda; without electricity, without complications.
Founded by two friends who, sitting at a bar, wondered why there wasn't a way to always get an identical and impeccable Spritz, Sprizzer evolved from early artisanal prototypes made with spaghetti holders and cam systems to a designer product entirely designed and produced 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 homes, gardens, events, and bars.
The catalog includes the Sprizzer mixer (available in Black, Red, and Orange), the Pro Accessories 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 related to the company's growth.
Although the e-commerce platform was still able to effectively convert visitors, it had become a technological constraint that required structural evolution. The goal was to intervene without distorting the existing interface, preserving the visual identity of the first version of the site, but deeply optimizing navigation between different markets, the experience on product pages, information architecture, and the entire navigation flow. The multi-language and multi-market site required a deep intervention that went beyond simple aesthetic restyling, involving information architecture, custom developments, optimization of the purchase experience, and integration of new functionalities to improve engagement and conversions.
Objectives
- Renew the website's user experience, 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 navigation (B2B/B2C), simplifying the transition between the two segments.
- Ensure multi-language 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 comprehensive project document was drafted, mapping all client needs, existing criticalities, and improvement opportunities. This phase included direct consultation sessions with the Sprizzer team to align strategic vision and operational priorities.
2. Information Architecture and UX/UI Design
A new information architecture was defined for all main store pages: 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 on Figma, covering both 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 optimizing vertical space on mobile and graphical consistency between 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 a 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 core of the project involved the development of numerous custom sections and functionalities 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 users to upload videos, link products to each video, and integrate quick buy CTAs, with volume control—offering an immersive and conversion-oriented experience.
Shop the Feed
Development of a "Shop the Feed" section with social stories-inspired graphics, which allows multimedia content to be associated with products via metafields, transforming visual inspiration into a direct purchasing journey.
Review System
Integration of the Judge.me app with full widget configuration: Star Rating Badge and Review Widget on product pages (across all templates: Default, Bundle, B2B/B2C Complete Kit, Spare Parts), Reviews Carousel on the homepage and strategic pages, and a dedicated page for top reviews.
Product Photo Slider in Cards
Development of a slider for product images directly within collection cards, with scroll points on mobile and hover-activated arrows for desktop, including the option to activate an overlay on the last item.
Bundle and Cross-Sell Optimization
Research and implementation of an optimized solution for proposing cross-sell bundles on the product page, improving communication clarity, visual hierarchy, and highlighting the benefit of a complete purchase.
Variant Pre-selection and Custom Labels
Development of a product variant pre-selection system with custom labels, simplifying the add-to-cart process for products with multiple options.
Responsive PDP Layout
Implementation of different layouts for the product slider between desktop and mobile, optimizing image navigation based on the device used.
5. Multi-Market Navigation B2B/B2C
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 graphical consistency and usability across 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 testing phase, a dedicated app was selected and configured that allows product photos to be translated by language and market, ensuring that images automatically update wherever they are used (PDP, PLP, product cards).
The invoice request form was also adapted to dynamically manage the display of fields based on the selected language, distinguishing between private individuals and companies.
7. Compliance and Privacy
A custom privacy acceptance checkbox was implemented, integrated into the store's forms to ensure compliance with current regulations. The solution was configured to work correctly across all store templates and in all languages.
8. SEO and Technical Optimization
To preserve organic positioning during the transition to the new theme, an optimized H1 header was implemented for the logo on the homepage, positioned to be visible to search engines without impacting the user interface. This technical foresight ensures continuity in SEO ranking during and after the go-live.
9. Footer Customization and UI Details
The footer was fully customized with the repositioning of payment method icons and the optimization of the typographic hierarchy of informational elements (company data, copyright, address).
Results
Renewed User Experience
The new Sprizzer store presents an identity consistent with the brand's positioning, with an optimized information architecture that guides the user from the first contact to purchase. Navigation between B2B and B2C markets is now fluid and intuitive. One month after go-live, the conversion rate shows a 43% increase, 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 journey.
Optimized Shopping Experience
The photo slider in product cards, optimized bundles, variant pre-selection, and 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 multi-language invoice form, ensures a localized and consistent experience for all markets where Sprizzer operates – from Italy to Germany, from France to the United States.
Foundations for Growth
The new theme, the structured Git repository, and the custom sections developed provide Sprizzer with a solid and scalable technical foundation to support the brand's future growth, with the possibility of further evolving store functionalities independently or with continuous support from Hoculus.