Grand’Italia – Patrick van der Veldt

Patrick van der Veldt

A fresh new website for Grand’Italia

Opdrachtgever:

Grand'Italia

Type:

Re-design website

For Grand’Italia, one of the Netherlands’ most beloved pasta brands, we crafted a fresh digital presence that blends tradition with modern usability. As the UX/UI designer on this project, I focused on creating a warm and intuitive user experience that reflects the brand’s authentic Italian roots. From wireframes to final UI, my role centered on clear navigation, responsive design, and an inviting aesthetic that speaks to both seasoned cooks and curious food lovers. The result is a user-friendly platform that inspires culinary exploration while staying true to the brand’s rich heritage.

Research Phase

Before starting the design, we explored how users interact with food and recipe websites. We conducted a benchmark analysis, created user personas, mapped customer journeys, and developed a sitemap to understand user needs and define a clear structure. Through competitor research and user interviews, we discovered that people value easy navigation, clear recipe overviews, and a warm, trustworthy look and feel. These insights guided the foundation of the new Grand’Italia website.

Wireframing

Based on our research, I created low and mid-fidelity wireframes to define the layout and user flow. These wireframes helped us test structure, content hierarchy, and functionality early on, before moving into visual design. By focusing on clarity and usability, we ensured that the website would feel intuitive for users across all devices.

UI design

After the wireframes were approved, I translated them into a clean and warm visual style that fits the Grand’Italia brand. Using the brand’s colors, typography, and food imagery, I designed a user interface that feels both modern and authentic. Extra attention was given to detail, consistency, and accessibility, creating a design that works smoothly across all screen sizes and devices.

Throughout this phase, we worked closely with the Grand’Italia team. There was frequent back-and-forth to make sure the design aligned with their brand identity and goals. Regular check-ins and feedback rounds helped us fine-tune the design and make quick, informed decisions, leading to a final result we were all proud of.