CHEERS TO GOOD BEERS
Brewing beer is actually a simple physical process, but on a large scale it requires quite a bit of technology. Large breweries, for example, need to be able to check their tanks for pressure or fill level around the clock. Thanks to measuring instruments from Endress+Hauser, brewers can nevertheless sit back and relax.
When it comes to safety and efficiency in production plants, Endress+Hauser is in demand worldwide across different industries. To match demand with supply, we created a user-centric website that makes researching and buying high-tech solutions joyful, faster, and more accessible.
visits on “industries” pages
add to cart with "Quickselect"
Lots of content in many languages
Endress+Hauser provides a large amount of content on their website, but to find one’s way around was frustrating so far – especially on mobile. The navigation was complex and consisted of three levels. There was simply too much noise. To further complicate things, the site translates content into more than 20 languages – partly with different writing systems that have their very own design requirements.
A mobile-first approach
Early on, we decided to take a mobile-first approach. It helped us simplify the complex architecture and ultimately place the user in the center of all pieces of content. We were able to transfer some valuable learnings from the mobile design directly to the desktop solution.
Guided by content
We developed a new content navigation structure that reduced clutter and helped the user easily find his way around the large amount of content. Now the content guides the user to the desired destination. For example, we work with teasers that allow the user to dive deeper into a topic. The previously complex multi-level navigation has been reduced to only one main and meta navigation.
A flexible design system
We challenged the existing branding guidelines and came up with improved user interface design elements and components. Our team created a style guide and a library that are flexible enough to respond to different requirements and allow designers to remain consistent throughout all the devices and platforms.
Designs that speak a language
For some languages, we learned that we had to adapt our regular design. We made some adjustments according to the language and user feedback.
"To always have the user in focus, we firmly integrated Ginetta into our digital development process and get strategic advice."
User focus wins
The website redesign had a measurable impact: For example, the number of visitors to the "Industries" pages increased by 35% within just a few months. This success is largely due to our user-centred approach. The new website became an indispensable, value-adding touchpoint in Endress+Hauser's sales funnel – not to mention in an industry, that is traditionally still more offline-focused.
What started as a single project led Endress+Hauser to a full commitment to user-centricity and a strategic partnership with Ginetta. Our primary focus is to represent the user's perspective. This has made Endress+Hauser one of the frontrunners for user-centered products in their field. Together we craft features that simplify the life of beer brewers and all other process automation people.
Facts & figures
Endress+Hauser · B2B · Process Automation
UX Optimization · Redesign · Responsive Website · Styleguide
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