AdHoc Milano
Description
A Milanese tailoring atelier specialising in made-to-measure menswear. The project covered the full design process — from strategic research to the final design system delivery.
Client
AdHoc Milano
Year
2026
Category
UX/UI Design
Credits
Sidea Group
Strategy and research
Before opening Figma, the project started with listening. Stakeholder interviews helped identify the brand's core values — craftsmanship, Milan, trust — and the friction points in the existing experience. A competitor analysis revealed how most online tailoring brands communicate in a generic way, leaving a clear opportunity to differentiate. From there, the information architecture was completely rethought: each page was redefined around a specific communication goal, a content hierarchy, and a user journey — both for first-time visitors and for those already close to booking an appointment.
UX/UI DESIGN
Structure, wireframes and prototype
With the strategy in place, the work shifted to building the structure. Wireframes were created for both mobile and desktop, starting from the most critical screens — homepage, service pages and the contact page with the booking form. The focus was on visual hierarchy, content readability and reducing the number of steps to reach the booking action. Interactive prototypes made it possible to validate the flow before investing in UI design, simulating the main transitions between sections of the site.
Visual identity and design system
The UI phase redefined the visual identity of AdHoc Milano with a language consistent with the brand's premium positioning. A new colour palette was created — warm neutral tones with strong accents — alongside a new photographic colour story designed to guide future shooting and communication choices. All these elements were formalised into a structured design system: typography, spacing, recurring components (service cards, forms, header, footer) and rules for using visual assets. The result is a scalable system the client can use independently to evolve the site over time.
