Abarth's new journey
About the project
The New Abarth Journey project aimed to review and evolve the Abarth brand's digital experience within the FIAT ecosystem, analyzing performance, navigation, and integration across the different touchpoints of the journey.
Before the project, Abarth's offerings and content were fragmented across FIAT pages, the brand's own pages, and dealership websites, making it difficult to discover the sports models, understand the brand's proposition, and convert customers.
The work aimed to simplify the user journey, strengthen the Abarth identity, and increase content consumption and lead generation, working both on the FIAT homepage and on the model and landing page.
The challenge
The central challenge was to better integrate Abarth into the FIAT ecosystem, creating a clearer, more consistent, and conversion-oriented journey. The main points identified were:
Fragmentation of the sales journey across multiple touchpoints.
There is little clarity regarding where to find Abarth versions and content.
Little evidence of the brand's know-how and sporting identity.
Excessive reliance on FIAT pages for traffic generation.
Components and interactions that did not perform well (e.g., switching between versions).
My role in the project
I actively participated in the decision-making and execution of the project, from diagnosis to the definition of the implemented solutions. My responsibilities included:
Analysis of the current experience on the Abarth and FIAT pages.
Reading and interpreting data from Google Analytics and internal research.
Benchmark with global sports brands (BMW M, AMG, Audi RS, among others).
Synthesis of insights from quantitative and qualitative data.
Defining UX recommendations and information architecture.
Support for the design of changes applied to homepages and user pages.
Understanding the audience and the context
The analyses revealed important points about user behavior:
Approximately 30% of Abarth users come from a FIAT background.
Fiat homes and dealerships are significant sources of traffic for Abarth.
Users show greater interest in sporty versions when these are clearly highlighted.
The benchmark identified that successful sports brands:
They have dedicated pages for the sports sub-brand.
They clearly differentiate between touring and sport versions.
They highlight the history, partnership, and identity of the coaching service.
Strategy and structure of the journey
The strategy adopted for the new journey was based on three pillars:
Integration: Connecting FIAT and Abarth in a consistent way.
Clarity: making it clear where the sports content and models are located.
Conversion: Facilitate access to Abarth versions and their CTAs.
The main structural actions included:
Strengthening Abarth's presence on the FIAT homepage.
Creation and optimization of the Fastback Abarth and Pulse Abarth receivers.
Clear separation of the sports versions.
Standardization of labels, icons, and CTAs.
