One smart Web: Powerful performance meets a targeted user experience
25
markets
Bis zu 2,5 %
monthly conversion rate
91
Google Lighthouse Score
47 %
less source code
Increased performance for an improved brand experience – across all markets.
One website, many teams. There were previously more than 22 different agencies involved in relaunching and marketing the smart platform. As the lead agency, we handled product ownership for the platform, which is used in 25 countries around the world. This gradually led to us taking complete responsibility for both performance and UX design from a single provider. After some major refactoring of the frontend, we simplified the architecture to focus on both website performance and user experience. Following the mantra “Evolution, not revolution,” we optimized the backend based on customer feedback, platform load times, and bounce rates – without changing the core concept.
Scalability through transparency
One smart Web is an ecosystem of various applications, features, and services used across all markets. Lean architecture and seamless scalability are therefore the name of the game. Our modular design means teams across the globe can easily adapt website content to local conditions and relevant target groups. What's more, as part of our mission to empower the international market teams, we helped introduce new features and explained any connections and dependencies between platform components. Transparency and documentation were key factors in sharing lessons learned beyond borders and making One smart Web available to all.
We optimized the features of the existing product by analyzing user behavior and needs as well as developing and testing various design concepts. The result is a platform that’s geared to user behavior and therefore works perfectly for our customer. It was an exciting and inspiring process.
Data-driven user experience
Our goal was to offer visitors to the smart platform the most personal and familiar user experience possible. That included giving users the freedom to decide what content they find interesting and how they want to consume it. To achieve that, we analyzed exactly what the target audience wants based on tests, surveys, and research. Content is now categorized into three tiers. The first level includes lifestyle content designed to answer generic questions about smart products and electric vehicles. The second level is all about facts and figures for available models. Finally, the third level has expert content on smart accessories and individual components. The system works extremely well and gives each market the freedom to display specific content in the best possible way.
Maximum performance despite complexity
One smart Web is now quicker and easier to use. Performance and therefore the user experience were suffering as technical complexity grew over time. We therefore optimized site speed and reorganized the backend with a new structure and less code. While the most important elements were retained, certain website features could only be fully exploited after the relaunch thanks to the improved speed. This is reflected in the Google Lighthouse Score – a score that measures a website’s performance – which jumped from 30 to 91 within a year.
Our success factors for maximum impact
Global and connected
We listen to feedback from both the market and customers, e.g. with defined KPI sets. Every market, country, and user group is different. That's why we have customizable elements that are easy to adapt to specific countries and target groups – all within a central platform. We think global and connected, which is what helps us deliver unique customer experiences.
Design, verify, and implement
We continuously optimize platforms and their features. Updates are systematically created, tested, fine-tuned, and ultimately implemented step by step. We focus on whatever will help us achieve the desired effects. And we make decisions based on data. Because when relevance meets efficiency, everyone wins.
Complete ownership
From launch to sundown: We support our customers throughout all project phases. That includes not only handling technical and operational tasks but also transferring content and answering both product regulation issues and customer queries. We communicate and consult with stakeholders and understand market and merchant-specific needs. What's more, we consider these needs in UX design.
Team, facts and figures
-
Caspar Tajbakhsh
-
Bettina Käsler
-
Lutz Nussbaum
-
Jana Leinweber
-
Lars Hammerschmidt
-
Malte Muth
-
Morena Mordhorst
-
Nadine Bergmann
Project period
- 2018 – present
Tasks
- Product Ownership
- Program Management
- Produktstrategie
- Content Management
- CX Strategy
- UX Design
- Visual & Motion Design
- Frontend-Entwicklung
- Backend-Entwicklung
- Testing
- Rollout
- Stakeholder Management
- First Level Support
- Operations
Platform / Technologies
- Backend: drupal 8, GraphQL
- Frontend: Next.js, React
- React, Three.js (WebGL Framework)
Partner
- Demodern GmbH (in 2020)
- Amazee Labs AG (in 2020)
Links
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