Aruba
When a digital ecosystem grows, the real challenge is not technological complexity, but the fragmentation of the experience. Over time, new services had been added progressively, creating an ecosystem rich in offer but not always fully integrated from a navigation and usability perspective. That’s why we supported the redesign of Aruba’s main websites to make this growing digital environment more consistent, easier to navigate and more user-friendly.
In collaboration with Lascaux, we worked alongside Aruba on a UX optimisation journey based on iterative cycles of analysis, design and testing, with the aim of realigning business lines and building a smoother, more accessible interaction model rooted in real user needs.
Context
Founded in 1994, Aruba is now Italy’s leading digital services provider, serving over 16 million users through an infrastructure of 7 data centres. Its offer spans cloud computing, web hosting, domain registration, certified email and digital signature services, addressing audiences ranging from private users to institutions.
As the offer expanded, the brand faced a new design challenge: creating a premium digital experience capable of expressing the breadth and complexity of its services. In this context, the quality of interaction became not just a functional factor, but a strategic expression of the brand itself.
Activities
- Scenario Mapping
- UX/UI Design
- Design System Integration
- Strategic and operational consulting
Redesigning the experience, not just the interfaces
We started from a clear insight: when digital services become everyday operational tools, users expect more than performance and reliability, they look for clarity, guidance and recognisability.
Working closely with Aruba’s internal team, we analysed marketing strategies, product needs and usage behaviours. From journeys and user flows to wireframes, mockups and prototypes, the shared goal was to create an experience able to bring continuity and meaning to the relationship between users and services.
From fragmentation to a shared language
The project strengthened visual and functional consistency across business lines, turning it into a shared design language. Handoff was managed in close collaboration with the development team, ensuring alignment between design and release, and keeping technical requirements and business goals connected throughout, in tandem with the Customer Experience department.
Designing digital services today means designing relationships. And every relationship begins with an experience that not only works, but makes itself understood.
