Dainese: Redesign and New Implementation on Salesforce Commerce Cloud

Born from Lino Dainese’s passion for motorcycling, Dainese is now a point of reference for enthusiasts and professionals of high-intensity sports.

It specializes in the production of technical equipment and protective gear for motorcycling, mountain biking, winter sports, and horseback riding. Thanks to the acquisition of AGV, a historic helmet brand, and TCX, a leading brand in motorcycle footwear, it has further expanded its offering.

The main goal of the project was to improve the User Experience across all touchpoints, leading to better financial performance.

The focus was on redesigning the front end by enhancing storytelling and product visibility—particularly for services and experiences—and reducing the technical debt accumulated over the years.

Specifically, the design, unchanged since 2017, no longer reflected the brand’s image, while the outdated platform architecture made the site difficult to use, especially on mobile devices, which account for over 70% of the traffic.

The main objectives of the project were:

To address the project’s challenges, a complete redesign of the e-commerce platform was carried out on Salesforce Commerce Cloud, with a re-implementation aimed at ensuring greater scalability and stability, along with a migration to a new Salesforce realm.

The unification of multiple sites simplified operational management, while the updated architecture and new integrations with third-party systems optimized operational flows and reduced technical debt. The project also followed best practices in accessibility, ensuring an inclusive user experience compliant with industry standards.

Project management was perceived as top-notch throughout every phase. The Dainese team appreciated the strong attention to detail, the ability to meet all deadlines—despite how challenging they were—and the flexibility shown in adapting to their specific context.

A constant and transparent collaboration was established, with frequent exchanges that allowed the team to manage business priorities, deadlines, and third-party integrations smoothly and without major roadblocks.

Already in the days following the go-live, there was a clear improvement in page load times—especially on mobile—and greater overall stability. Performance continued to improve month after month, leading to a drop in abandonment rates at various stages and, as a result, better engagement and sales KPIs, as users found the experience smoother.

Key features introduced with the redesign that positively impacted the user experience:

The new look & feel of the group’s websites and the migration to the new realm were well received both by users and internally by the teams, leading to improved key KPIs and the achievement of the project’s main objectives.