Content Optimization and Pattern Library
Challenge
Uponor, an internationally operating provider of systems for clean drinking water as well as energy-efficient underfloor heating and cooling systems, needed a fundamental overhaul of its German corporate website. Existing content was not tailored to target audiences, navigation was not intuitive enough, and a coherent content strategy was missing. The challenge: making complex technical products tangible for different target audiences while reflecting Uponor's quality standards.
Our Solution
We started with a comprehensive content analysis: quantitative assessment (word count, images, videos, links per page) and qualitative evaluation based on emotionality, comprehensibility, structure and reader benefit per target audience. From this, we developed personas and individual customer journeys with relevant touchpoints and "moments that matter." The 3-pillar principle of the new information architecture combines use cases for heating, climate and water solutions, concrete product groups, and innovative trend and knowledge content. Cross-content linking creates coherent information networks. The Uponor PatternLab as a living styleguide based on Atomic Design provides optimal specifications for the frontend of the new platform.
Results
Uponor has a structured content strategy with clear information architecture and a pattern library that serves as the foundation for consistent platform development. Content is tailored to target audiences and connected through intelligent linking. Additionally, a download center, a redesigned product catalog, a search concept with faceted filtering and a flexible navigation concept were developed.
Key Facts
Competences
„Content and services must primarily meet the needs of the target audience and engage the customer at the right moment. With our expertise, we translated the complex products of Uponor into an immersive information experience.“