FIZIK

Fizik is an Italian brand founded in 1996 in Pozzoleone with a well-defined vision: to design products that transform the bike into a true extension of the human body. Shoes, saddles and handlebar tapes are the heart of the company's production, developed through in-depth studies of the cyclist's anatomy and biomechanics. The goal is always the same: to ensure maximum performance, comfort and style, both on and off the road, in everyday use and in professional competitions. operating model inadequate to support global expansion. Digital transformation was therefore the natural response to these critical issues, along with the need to consolidate the new visual identity and adopt a consistent, stable platform ready to support entry into new markets.

A new paradigm
One of the Fizik team's most pressing needs was to make information accessible across the board, overcoming the fragmentation of previous systems. With Shopify and active integrations, data on orders, returns and service requests are now available in real time from a single interface, greatly simplifying day-to-day operations.

An equally significant benefit is the speed of deployment: whereas on Magento each upgrade required significant technical resources and long lead times, Shopify enables quick and secure changes, supported by ongoing releases of the platform itself. The transition proved smooth and immediate, radically transforming the technological approach compared to the past.

Custom solutions
Among the customizations developed ad hoc, two stand out for their impact and usefulness: the product comparator, which is already operational and particularly appreciated by the customer service team, and the Product Finder, a guided selection tool designed to make the purchasing journey easier and more engaging.

The Product Finder works according to a funnel logic: the user answers a series of dynamic questions that, through metadata associated with each option, progressively narrow the results down to a tailored proposal. The tool is not just a technical filter, but a true interactive path that accompanies the user in the discovery of the ideal product, while integrating marketing and user experience logics. At the end of the funnel, up to three selected products can be directly compared.

Future evolution
The roadmap points to the adoption of intelligent search engines, capable of processing personalized suggestions based on each user's profile and behavior. The goal is to combine innovation and brand recognition, without technology taking precedence over the identity and authenticity of the Fizik experience.

Design and customization
The post-launch period required intensive optimization activities: the new OMS, thanks to the complete automation of flows, needed a stabilization and debugging phase to consolidate the entire ecosystem. Phase 2 of the project is now geared toward fine-tuning micro-activities, overseeing critical flows and launching new development fronts: from integrating physical stores to omnichannel development, from introducing a loyalty program to evaluating a dedicated B2B channel.

The user and product experience
The Fizik catalog has about 150 references, a size that allowed for careful work on the enhancement of each product. The pages were designed as display layouts, with a sober and elegant layout that puts the product itself at the center. Some interaction choices, such as the opening of the shopping cart conditional on specific user actions, required special attention to preserve the fluidity and naturalness of the navigation path.

The switch from Magento to Shopify has enabled Fizik to structurally rethink its digital processes in a close collaboration that has generated concrete and measurable results. Day-to-day operations have become more efficient and reliable, the user experience more consistent and enjoyable, while the costs associated with maintaining the platform have been significantly reduced.

New features such as the comparator, Product Finder and an optimizedcheckout have introduced distinctive elements capable of differentiating the digital offering, strengthening user trust and helping to increase conversions.

The centralization of data has lightened the team's operational load, creating the conditions for stable, long-term-oriented growth. Future developments will focus on smart personalization tools that can further elevate the quality of the digital experience, without ever losing sight of the deep brand identity.