Lotto & Stonefly
Sport and performance on one side, comfort and lifestyle on the other. Lotto Sport and Stonefly embody two different souls of the same company, united by a clear and shared vision that enhances quality, innovation, and design.
As part of a broader digital transformation process, we supported both brands in migrating their eCommerce platforms to Shopify. The shared goal: to implement modern, scalable, and easily manageable technological solutions capable of showcasing each brand’s identity, improving the user experience, and simplifying internal operations.
Industry
Footwear
Sportswear
Fashion
Il nostro ruolo
UX & UI Design
Project Manager
Merchant of Records (MOR) Developers
Customer Service Marketing
Objectives and requirements
The project involved the development of two eCommerce platforms for the Lotto and Stonefly brands, with the goal of ensuring scalability, allowing a single operational team to manage both sites with shared logic and optimized processes.
The eCommerce migration was planned to modernize the interface and optimize the user experience in preparation for the new season launch and related advertising campaigns. A key challenge was to represent the distinct identities of each brand consistently. For Lotto, this meant balancing its sports identity with the urban style of the Lotto Leggenda line. Stonefly, with its lifestyle and comfort-oriented positioning, required a design that could highlight its unique characteristics.
The platforms were also designed to support the management of international markets in a multi-country approach, including the EU27, the United Kingdom, Italy, and non-EU regions.
The project scope also included the transition and operational management of strategic outsourced services, such as Customer Service, Store Management, and the Merchant of Record role, extending support well beyond the technological component.
Approach and solutions
The project began with an in-depth analysis of the identities of Lotto Sport Spa and Stonefly, with the goal of highlighting each brand’s values and designing a digital space capable of representing their essence and enhancing their offerings – ranging from lifestyle to sport, with a focus on football, tennis, and comfort footwear.
The diversity of the product lines required a structured approach, able to address different user needs: from those looking for technical performance to those more attentive to design. A flexible structure was therefore defined, one that integrates storytelling content and optimizes navigation throughout the entire purchase journey.
The information architecture and navigation system were redesigned to simplify the user experience and improve SEO indexing. The design was refreshed with a modern look & feel, consistent with the visual identity of each brand.
The Shopify platform was selected for its flexibility in managing both the catalog and the product matrix, with a view to supporting future growth and multi-country operations.
We also implemented the necessary integrations to manage outsourced services – Customer Service, Store Management, and Merchant of Records – through customized solutions for catalog import, stock updates, data exchange with EMMA, flow mapping, and automated reporting.
