A traditional company repositioned: Optimized customer experience for HABA
Toys, fashion, furniture and more: a relaunch of two brand websites was on the agenda for the HABA Familygroup. HABA was certain: modern CX processes were to be established in the company with an external perspective and expertise. Just the right task for the UX experts at Medienwerft! Together with the internal CX team, which we managed remotely, we developed a new B2C and B2B customer experience strategy, taking modern Brand X and DesignOps aspects into account. The result is two stores that perfectly convey HABA’s brand values and offer users an inspiring experience.
KUNDE
HABA Familygroup
PROJECT DURATION
Ongoing since fall 2022
EXPERTISE
- UX/UI-Design
- DesignOps
- B2B and B2C UX
- Strategic consulting and realization
- Scrum UX
- CX team leader (remote management)
The HABA Familygroup, an internationally active family business, today manages the HABA and HABA Pro brands. Since its foundation over 80 years ago, the company has been supporting families, social, public and private institutions. From development to production and distribution, the portfolio includes high-quality products in the areas of family life, play, movement, clothing, education, furniture and equipment.
THE TASK
An upgrade for the customer experience
In the final phase of the relaunch of the two brand stores HABA Play and HABA Pro, the HABA Familygroup wanted the proverbial “outside view” of the conceptual and strategic processes within the company.
Our experts came at just the right time! We guided the internal CX team and reviewed the design and implementation processes as a first step. Among other things, we identified a central pain point – the relevance of UX had to be made clear to the other departments involved in order to simplify and accelerate collaboration.
Only with a UX mindset in the e-commerce strategy and established processes can the departments and specialist areas be networked with their requirements and solutions for the needs of customers and stakeholders be found together. On this basis, the customer experience can be optimized to take store conversion and the brand experience to a new level.
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Our solution
Agile processes, clear strategy
Initially, we strengthened the in-house team with two senior designers and a Head of CX. After an initial analysis of the current development processes, an agile UX design process was created that integrates optimally into the development cycles of the agile development teams. An approach that takes up the requirements of the stakeholders, processes them in joint design thinking workshops depending on their complexity and delivers design results in sync with the development scrum process.
For efficient handover to development and to ensure the quality and scalability of the designs, a design system is set up in FIGMA for each brand, which expands the brand guidelines for the requirements in e-commerce and provides implementation specifications.
With the help of suitable JIRA configurations, finished designs are now automatically transferred to the product owners for sprint planning.
In addition to the operational design work, Medienwerft supports the e-commerce strategy for the B2C and mainly for the B2B world in order to meet the requirements of both end customers and employees with the appropriate functions and services.
The Challenge
One customer – two stores – one team
The relaunch of two brand stores, each of which has its own corporate design, is a challenge in every respect. It starts with internal communication: together with the client, we defined roles and affiliations and communicated them within the organization so that requests to the CX team reach the right place.
The seamless integration of the design process into agile store development plays a particularly important role in efficient implementation. To avoid major delays, a Scrum UX process was set up in parallel to the Scrum development – clever JIRA configurations have automated the transfer of finished designs to development.
A general UX mindset was established so that all specialist departments gain an understanding of the requirements of consumers. Through internal communication and in close cooperation with all specialist departments, the added value has finally also been anchored among stakeholders, so that they now turn to the CX experts when they have digital requirements in order to find a solution together.
Ultimately, the aim is to coordinate the requirements and issues of the internal specialist departments with the needs of the end customer in such a way that everyone is informed and satisfied with the solution.
As external Head of CX, one of my tasks is to raise awareness of the relevance of CX aspects within the company. Convincing everyone involved that CX design ultimately always pays off in terms of end customer satisfaction and an increase in conversion greatly improves the implementation of the two brand stores and their brand experience.
Conclusion
Supporting a traditional company like HABA with the relaunch of two brand stores is an exciting challenge that our CX team took on in several aspects.
On the one hand, by establishing standardized processes, we have ensured faster implementation and smooth collaboration between the various stakeholders. On the other hand, we can also demonstrate our expertise in ongoing operational design work. Because both stores work on the same technical basis and the developer resources are not endless, the designs must always work for both stores, but at the same time adhere to the guidelines of the respective brand – a task that we can complete together with HABA’s in-house CX team to the complete satisfaction of customers and employees.
OPTIMIZED CUSTOMER JOURNEY
Medienwerft is a cooperative partner when it comes to optimizing our customer experience. Together with the CX experts at Medienwerft, we continuously improve usability and UI design to ensure an improved customer journey at our digital touchpoints. Our goal: a measurable boost for conversion and an inspiring brand experience.
CONTACT
„When you’re looking for new perspectives on the development of your process or transaction-oriented online platforms, my team and I will be happy to advise you. I look forward to getting to know you.“
Managing Director
HENDRIK VAN LAATEN
Tel.: +49 40 / 31 77 99-0
E-Mail: info@medienwerft.de