A Phygital project dedicated to Human Resources in collaboration with Polvere di Stelle

Zeranta was involved in a phygital project dedicated to human resources in collaboration with Polvere di Stelle, a Change Management & Training consulting agency, for client Rinascente.

A project related to the new Loyalty Program that would offer the opportunity for all customers to access new and exclusive benefits.

The goals of Rinascente

The platform created represents a powerful communication tool within the broader changing project developed and managed by Polvere di Stelle.


With the new Loyalty Program, Rinascente aims to meet the evolving expectations of Customers and ensure total connection and continuity between online and offline shopping experience.


The company’s goal has always been to have a personalized relationship with the Customer: depending on how much they buy and what they buy they will get increasingly targeted and exclusive benefits and promotions.


So how to set up something that is easy to consult and at the same time makes training fun?

The goals of Zeranta

Zeranta is a designer of human experiences in a variety of areas, and when it comes to embracing the challenges of the digital world, the Digital division, based in Udine, Italy, enters the field.



The goal related to the user experience of this application was to provide a quick and easy-to-use tool that would entice Rinascente and Concession employees to learn more about the Loyalty Program in order to get to know its dynamics and make learning “entertainment” as well. Edutainment, something Zeranta knows very well.



We started with the key elements of User Experience:

  • Information architecture
  • Interaction design
  • Usability
  • Visual design



All of these aspects were extensively discussed and evaluated with the Rinascente team and Polvere di Stelle to arrive at a solution that could easily reach everyone, regardless of their level of digital expertise and corporate seniority.

Content is the king

Information architecture was the first step to analyze. How to turn tables and slides into something fun to look at and easy to read?



The approach used saw Zeranta’s UX Designer working in parallel in drafting the wireframes and the Polvere di Stelle consultants in advising the client, managing to identify the best navigation flows and ordering the content based on Rinascente’s desired learning paths.



The identified hierarchical order was key to developing the interactive maps of the application and allowed the content to be positioned by creating navigation patterns that would allow users to always find the information they needed with ease.

Simplify to maximize

The interaction and usability of the application had to be simple.



In fact, Rinascente’s aim was not to limit the use of the platform to training moments only, but to provide employees with a quick guide that they could consult in stores to answer customers’ questions about the benefits of the new programs.



For this reason, it was decided to combine a visual navigation system with a more traditional one, with simple menus that would allow for quick identification of information and areas searched.



To support the content, we also implemented a glossary and a list of FAQs that could be easily consulted from any device.



The design and content definition phases were shared with the Polvere di Stelle team and Rinascente allowing us to evaluate every detail of the application and receiving valuable feedback to satisfactorily conclude the project.



We succeeded in creating a user experience, which is easy, effective, and above all scalable, taking into account the different devices used by users.

The end result is an appreciated and used platform that, thanks to the empathy developed with the client and the Stardust team, went to meet all the needs of the project, captured its vision, and enabled it to achieve its goals.