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Corporate and website relaunch: Hamburger Software’s new brand identity
When it comes to the renewal and revision of online websites, it is often the customer’s wish to take over a lot of the existing content and incorporate selective optimisations and extensions. The company Hamburger Software – a leading German manufacturer of business management software – was an exception here. During its website relaunch, everything was to be explicitly examined and questioned in order to achieve comprehensive further development. Our teams from consulting, conception, design, web development and online marketing worked together with the client to develop a completely new solution.
Customer
HS – Hamburger Software GmbH & Co. KG
Project duration
7 months
EXPERTISE
- Corporate identity/corporate design
- User experience/user interface design
- earch engine optimisation
- Content strategy incl. employee shooting
- Strategic consulting
- Digital brand management
- Web development
TECHNOLOGIEs
THE COMPANY HS – HAMBURGER SOFTWARE
Whether financial accounting, payroll accounting, personnel management or merchandise management – the company HS – Hamburger Software is one of the leading manufacturers of such ERP software. Founded in 1979 by three business informatics graduates, the company now focusses on the development of software that simplifies processes in companies and is also easy to use itself. The concept of developing optimal business software and combining this with the best customer service has proven itself.
More Information: www.hamburger-software.de
THE TASK
CHECK EVERYTHING, OPTIMISE EVERYTHING
The company Hamburger Software wanted a comprehensive optimisation of its website. A real design update, target group-oriented content, more functionality, an optimised target group approach, improved findability, more traffic, more leads – the complete package for its website relaunch.
At the beginning of our cooperation, the agenda included extensive analyses and workshops as well as information meetings, interviews and rounds of discussions. Tools such as Card-Sorting, DesignStudio, Persona and User-Journey development were also used. We analysed the market environment, the strengths and weaknesses of the previous website and the target group selection, and we reviewed the UX, UI and service design, the content strategy, the technology and the business and communication objectives for the future.
From the overall understanding of the client as well as its work and its idea of the company’s own development, a tailor-made new concept for the website relaunch was to be developed.
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OUR SOLUTION
EVERYTHING MESHES TOGETHER DURING THE WEBSITE RELAUNCH
Following the analysis, the requirements and features of the future website were checked to ensure their optimal implementation. In addition to the (re)development of the corporate design with the navigation concept and information architecture, this also included the development of a content strategy adapted to the target groups.
The catalogue of measures also included the selection of new technological framework conditions. The requirements regarding corporate and employer branding were also taken into account, as were the objectives in terms of optimal user experience, more traffic and leads.
Special attention was paid to a consistent interaction and brand experience – that was aligned with the different usage scenarios. For the website relaunch of HS – Hamburger Software, everything had to mesh together.
THE CHALLENGE
HARMONISE ALL REQUIREMENTS
If one part has to fit perfectly with another, everyone has to give their best. The stakeholders – from the client to the end customer – have to be enthusiastic about the new corporate design. The overall appearance must fit in with the brand and its products and stand out from the competition in an innovative way.
The technology, including its interfaces, must be functional, maintainable and aligned with the company’s processes. The screening of the content, of which there was a huge amount, and the prioritisation of the work stages also had to be realised within a tight schedule. Because of this, not only the individual tasks of the website relaunch were highly demanding, but also the interaction of all those involved in the project.
Based on a user-centered perspective, a relaunch was created that fundamentally modernized the corporate design and highlights the company’s innovative strength—through a contemporary, brand-strong appearance and consistent UX/UI design that harmoniously combines user experience and brand identity.
TECHNOLOGY
CONTENT AND TECHNOLOGY CONNECTED SMARTLY
In order to present the content of the website quickly and easily and to make optimal use of the functionality and maintenance of the content on the client’s side, we suggested using TYPO3 as the content management system. In the frontend, we paid attention to lean HTML code for fast page loading and also optimised the reloading of pages. We also developed an intelligent full-text search function via SOLR, a complex product price calculator, the connection of an LDAP directory service and the implementation of a highly functional newsletter system.
CORPORATE AND EMPLOYER BRANDING
ALWAYS FOCUSED ON THE TARGET GROUPS
The development of a content strategy aligned with the needs of the different target groups was another challenging task during the website relaunch. Since online recruiting was to be taken into account in addition to the appealing and target-oriented presentation of the company’s services and products, the Medienwerft content team was in high demand.
The result: A communication concept tailored to the positioning and brand values, which addresses the company’s customers as well as potential applicants in terms of content. Employee shootings were organised and carried out especially for the HR team at Hamburger Software.
CONCLUSION
THE BEST RESULTS FOR A WEBSITE RELAUNCH CAN ONLY BE ACHIEVED IN A TEAM.
A task as comprehensive as a website relaunch, which takes all customer requirements into account, is a piece of work that can only be accomplished in close cooperation with the client and the agency. In our interdisciplinary website relaunch team, everyone pulled together. Together we developed a modern design that matches the brand exactly and appeals to the personas previously developed in workshops.
The coordination of the basic design, the development of various interaction elements and a completely new visual language were created in close collaboration with all those involved in the project. TYPO3, the content management system we proposed, was adjusted for the appearance, functionality and maintenance of the website in line with the user needs and the requirements of our client. We and the client are extremely satisfied with how the website relaunch went. It shows: an all-round optimal solution is possible when everyone in the team has a common vision.
FOCUS ON FUTURE VIABILITY
With a lot of creativity and technical know-how, we worked together with Medienwerft to make our website fit for the challenges ahead.
