How De'Longhi redesigned its menu in 3 weeks using data insights

Alberto Galli, Global CRO/UX Specialist at De’Longhi, shared how they began their optimization journey by simplifying their site's global menu—making it clearer, more effective, and more efficient—within just 3 weeks, all without sacrificing branding, SEO, or local needs.

The De’Longhi recipe for menu redesign

Like a good coffee, they needed the right ingredients and a rigorous method. Here are the 3 steps Alberto's team took to simplify their website menu:

1. Experience analysis: using Contentsquare, the team analyzed 6 key KPIs on desktop and mobile. The menu had unclear items, non-clickable elements, a low mobile conversion, and a structure that was too complex for the many of De’Longhi's markets.

2. Gathering internal requirements: the business wanted to push strategic categories, the brand team wanted a brand imagery, regional markets had specific requests, and SEO teams wanted to maintain certain elements on the menu. But the tech team only had 3 weeks to implement the redesign. The solution? They relied on a common source of truth: experience analytics data.

3. Data-driven A/B testing: each hypothesis the team came up with was validated with agile and iterative testing. This data transformed opinions into insights, and insights into solutions.

Key Learnings from A/B Testing

Through each iterative test, the team learned what worked well and what didn't. Here are some of their top findings:

• Moving some of the strategic categories to the top level of the menu didn't work. Users tend to follow their own navigation logic, not the business's.

• Implementing a global-local strategy is key. Each market has a different level of maturity. For example, in Italy, interest in product features is strong, while in Germany, the focus is more technical information. This means the menu needs to be adaptable to different markets.

• A clearer header (truly) improves engagement. A cleaner header aligned with UX standards significantly increased performance generating:

  • +7.5% clicks on the menu

  • +75% clicks on the account

  • +4% clicks in searches

  • +6 percentage points in mobile conversions.

BEFORE / AFTER

The new menu

Thanks to the insights gathered, the team redesigned a new menu for web and mobile. The mobile version was completely revamped with fewer items, clearer text, contextualized images, and more prominent calls to action. But the real innovation was the introduction of a dynamic carousel, a tool that each market can test in real-time and customize with relevant content adapted to regional users.

Effective design is the result of collaboration, not forced compromise.

Alberto Galli

Global CRO/UX Specialist

The value a designer brings is not only aesthetic, but strategic: design means mediating between business needs and user expectations, translating insights into data-backed decisions. Customer experience shouldn't be based on gut feel. It's built, one test at a time.