Platform · Launch
Repair: taking repairs online
Designing and launching a new platform to request and track product repairs. I shared the project at Contentsquare CX Circle 2024.
Onlinerepair.goldengoose.com ↗
Benito Condemi de Felice
Head of Digital Experience & Engagement · Golden Goose · Milan
I design digital experiences for luxury that work.
- 2008
- the start of my UX journey, alongside university
- 7
- brands I worked with at YOOX NET-A-PORTER
- 9
- people on the digital team, including me
- 2023
- Netcomm Award, overall winner
Profile
I have always been curious. I design digital experiences for luxury: beautiful to look at, easy to use, with measurable results.
I joined Golden Goose as UX Manager and now lead Digital Experience & Engagement. I helped build the brand’s e-commerce channel and the team behind its growth: UX and CRO, content strategy, and digital design.
Before that, I spent four years at YOOX NET-A-PORTER, working on online stores for brands such as Valentino, Stone Island, Jil Sander and Marni. I learned my approach at Fullsix: design, measure, improve.
The brand comes first
Every touchpoint tells the same story, with the same attention to detail.
Let data guide decisions
Testing, CRO and iteration turn aesthetics into measurable performance.
People make the difference
Specialist in-house teams keep quality in our hands.
Experience
From consulting to global luxury
-
2019 — presentMilan
Golden Goose
UX Manager → Head of Digital Experience & Engagement
I helped build the e-commerce channel. I lead digital experience across all touchpoints, from the website to new digital services such as Repair and Co-creation.
The team
UX & CROContent strategyDigital design9 people, including me
-
2015 — 2019
YOOX NET-A-PORTER
UX Specialist → UX Manager
Designing and optimising the group’s monobrand online stores on a global scale.
Online stores I worked on
Valentino Stone Island Jil Sander Ferrari Store Armani Exchange Armani Marni -
2013 — 2015
Fullsix
User Experience Architect
Digital solutions and Conversion Rate Optimization for major clients. This is where my approach began: functional, data-driven design.
-
2011 — 2013
Il Sole 24 Ore
UX Consulting
Golden Goose · since 2019
From the e-commerce team to Digital Experience
I joined Golden Goose in 2019, in the e-commerce team: a new channel, waiting to be built. Golden Goose tells its story as “a journey of love”, a journey made by many. This is the stretch of the road I travelled, along with the context in which it happened.
| Year | My path | Group context |
|---|---|---|
| 2019 | I am one of the first members of the e-commerce team: I join as UX Manager |
Reference year for the comparisons that follow |
| 2020 | Complete redesign of the e-commerce site, in line with the brand identity |
Pambianco reports revenues in line with 2019per the CEO, December 2020 FebruaryPermira announces its majority investment. Sources: Milano Finanza · RetailFood |
| 2021 | The in-house UX team is created Content Factory workflows begin |
Pambianco states+45%on group revenues Also: FashionNetwork |
| 2022 | Co-creation goes live as an online service The Digital Experience department is founded and I become its Head The copy area joins my team |
Pambianco states+30%on group revenues Also: HUB Style |
| 2023 | Design and go-live of the online Repair platform SeptemberNetcomm Award: Golden Goose is the overall winner and also wins the Omnichannel category. Sources: Consorzio Netcomm · Pagamenti Digitali |
Il Sole 24 Ore states+18%on group revenues Also: Milano Finanza |
| 2024 | Conversion Rate Optimization activities begin |
Golden Goose’s press release states+13%on group revenues Also: FashionNetwork |
| 2025 | The content strategy area is born in my team: the second entity helping build the digital experience |
Golden Goose’s press release states+15%on group revenues Also: Borsa ItalianaJanuaryBlue Pool Capital joins as a minority shareholder. Sources: Golden Goose · PermiraDecemberAgreement to sell the majority stake to HSG (HongShan). Temasek joins as a minority shareholder and Permira remains invested. Sources: Permira · Pambianco |
| 2026 | Then the digital designer arrives: the digital Art Director role joins my team |
JuneAcquisition completed: HSG is the majority shareholder, Temasek a minority shareholder, and Permira remains invested. Sources: Milano Finanza · Borsa Italiana |
The context data are those of the Golden Goose group and, like the facts about shareholders, come from public sources. The percentages shown are not the direct result of my team: they are the setting in which my work takes place.
Work
Projects that made a difference
Three Golden Goose projects, through the challenges, solutions and outcomes.
Service · Omnichannel
Co-creation, from boutiques to online
Bringing an in-store personalisation service online while preserving the feel of a bespoke experience.
Conversion · Returns
The right size, first time
Size recommendations with Measmerize to reduce uncertainty and returns. The case study was presented at Netcomm Focus.
Netcomm Award · Overall winner
Golden Goose named overall winner by Consorzio Netcomm.
Contentsquare CX Circle
Talk: the story behind the Repair project.
Netcomm Focus
Keynote: size recommendations at Golden Goose with Measmerize.
DEXnotes
Notes on digital experience
My Substack newsletter: experiences that work (and those that do not), without naming companies or getting lost in theory. Articles are published in Italian.
Published when there is something meaningful to say.
Personal project
ILA
Upload your nutritionist’s meal plan as a PDF: ILA turns it into daily meals, a shopping list and water reminders.
Off the clock
What I do when I am not designing
Photography, motorcycling, CrossFit. Three different ways of training attention, method and patience.
Photography
Look before you shoot
Light, composition, detail. From Korea to New York and the Cretto di Burri.
- Korea · A tourist asks: “Take me photo”
- New York · Grand Central Station and the Chrysler Building
- Cretto di Burri · Sicily
Motorcycling
You look where you want to go
Mountain roads, bend after bend.
CrossFit
Measure, repeat, improve
Barbells, repetitions and progress you can measure.
Bio
Benito Condemi de Felice is Head of Digital Experience & Engagement at Golden Goose, where he helped build the e-commerce channel and leads a team of eight across UX, CRO, content strategy and design. Previously, he spent four years at YOOX NET-A-PORTER working on online stores for Valentino, Stone Island, Jil Sander and Marni, worked as a UX Architect at Fullsix and as a UX consultant for Il Sole 24 Ore. He writes the DEXnotes newsletter.
Interview me Ask my CV a question An AI assistant I built around my career: it answers as I would, at any time. Open in ChatGPT ↗At a glance
Role, expertise and projects
What do I do?
I am Head of Digital Experience & Engagement at Golden Goose, based in Milan. I have worked in user experience since 2008 and now lead a team covering UX, conversion rate optimization (CRO), content strategy and digital design.
My experience →Which projects have I worked on?
At Golden Goose, I helped build the e-commerce channel and worked on the Repair platform, online Co-creation and size recommendations with Measmerize. Previously, at YOOX NET-A-PORTER, I worked on online stores for seven brands.
Projects and talks →Where can you read my work and get in touch?
I write DEXnotes, my newsletter on digital experience, published in Italian. Contact me directly about projects, collaborations, speaking, interviews or an exchange of ideas: I read every message personally.
Get in touch →Let’s talk digital experiences.
A project, a talk or an idea to explore: get in touch. I read every message personally.
Get in touch →- in/benitocondemi
- Newsletter
- DEXnotes