Pirelli Tyre
Designing Pirelli’s digital tyre ecosystem
ROLE
UX/UI Designer
PROJECT TYPE
TOOLS
Figma, Figma Make, Jira
INDUSTRY
Automotive
The project
Long-term design engagement on Pirelli, one of the world’s most recognized tyre brands, with a digital presence in 160 countries. The work spans UX strategy, information architecture, product launches and visual design. Selected projects shown below.
1.Product page redesign
Rethink Pirelli’s product page to reduce cognitive load, sharpen storytelling and increase conversion.
Complexity made invisible
Restructuring content hierarchy unlocked a cleaner visual language. High-impact imagery, breathing space, interactions that make the page dynamic without compromising load performance. Every decision made in close collaboration with the dev team.
Validated by real users
Test protocol authored internally, executed by Unguess on 40 real users. SEO and accessibility audit by Proweb before handoff.
Only 37.5% of users were able to make a purchase decision on the existing page.
Following the redesign, this increased to 80%, while 70% of users expressed an overall preference for the new experience.
From design to implementation
The final phase focused on preparing detailed UI specifications and conducting a UX check before and after development handoff. Components, behaviours, responsive states and key interactions were documented to ensure consistency and reduce ambiguity.
2.Prestige Website
Redesigning Pirelli Prestige to translate a new vision of luxury into a more immersive and distinctive digital experience.
Elevating the Experience
A dedicated workshop helped define Pirelli Prestige around different luxury customer needs and four key areas: products, services, experiences and stories. The redesign translated this vision into a more immersive digital destination, combining motion, curated imagery and exclusive owner content to reinforce personalization, desirability and the wider Prestige lifestyle.
3.New P Zero Launch
Designing a dedicated launch experience for the new P Zero, created to place the product at the centre of an immersive and highly distinctive digital journey.
Live WebsiteDesigned to Stand Apart
Unlike standard tyre pages focused on speed and performance, the new P Zero required a more expressive digital presence. A dedicated dark-mode landing page combines cinematic storytelling, scroll-based animations and user interactions to progressively reveal the product, its technology and performance, creating a distinctive launch experience within the Pirelli ecosystem.
4.Motorsport Website
Redesigning the entire Pirelli Motorsport website from the foundations up, creating a scalable design system able to bring consistency, flexibility and a distinctive racing identity across every championship and content type.
Live WebsiteBuilding a System for Performance
The redesign started from the foundations, defining a new visual language, reusable components and clear interaction principles for the entire Motorsport ecosystem. Custom graphic patterns and flexible layouts create a recognisable identity across different disciplines and content formats, while subtle motion brings energy and rhythm without overpowering the experience.