A web platform for a multi-brand organisation

Background

In a tight collaboration with Hultafors, Humblebee helped set a strategy for the web platform to both serve the unique needs of the many different brands. The challenge for a multi-brand group (in terms of their web presence) is making sure each brand can withhold their own unique style and brand essence whilst avoiding the "templating" that so often occurs when such web platforms are rolled out across large multi-brand organisations.

The goal was to get the resellers and users to use the brand website as the most complete guide for product information and building product guides, whether it’s about selecting the right tool or finding the right size. With the goal and strategy in place, we helped design and build six of the groups brand webs before handing over the baton to internal resources.

We worked on several brand websites each supporting multiple languages and unique campaign sites.

Challenges

With users spanning every part of the construction industry, the different Hultafors brand websites needed to solve a wide range of complex problems while providing a pleasant user experience. From advanced sizing, safety regulations, and complex product variations, it was clear that the design had to be both complex and user-friendly, while aligning with each brand's art direction.

Solution

Each brand site project began with a couple of days dedicated to unpacking and workshopping the brand's challenges and identifying the user needs the website should address. After this, we built prototypes to test with users. Using the insights gained from the prototypes, we moved on to design and development, working in an agile and inclusive way with the various stakeholders at Hultafors.

Result

In our collaboration we helped set a strategy for the web platform to both serve the different brands unique need to be able to present themself without being “templated” by the platform while setting the informational bar of quality to the highest standard.

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Snickers Workwear - their customers need a perfect fit

Workwear sizes are a maze. If you think it’s all about S-XL you are mistaken. And if you actually think you have found your right size, think again. Because it’s not just about the right size, the right fit is equally as important. Therefore, we designed a web that focused on everything from A to Z regarding size and fit. With extensive interactive guides and information we helped the user navigate to the perfect garment.Upon that, we added a whole lot of inspiration material such as interviews and articles.

Hellberg Safety - extra focus on the right protection for the type of work

Hellberg Safety is dedicated to bringing their users the best in hearing and face protection. As a Swedish company, design and quality is just as essential as the many safety features in their product development. When your hearing is damaged, it’s reversible. Therefore protecting your ears is essential for any craftsman. So when designing their web we put extra effort in helping the user to the right protection for the right type of work.

Solid Gear Footwear - doubling down on safety

On a lot of work sites keeping yourself safe is not just a personal point of view, it’s mandatory by law. That’s where Solid Gear and their shoes steps in. However, choosing the right one can be tricky. We designed a web that was not only about their shoes, but also helped the customers dig into extensive safety class data and learn how to find the right shoe for the right type of work.

Hultafors Tools - a focus on detail

When we focused on Hultafors Tools it was all about the nitty gritty details of their tools. Therefore, large, crisp and professional images were a vital part of the user experience. Much importance was also placed on product news and stories about their users.

W.Steps - perhaps the most complex products in the group

W.steps (previously Wibe Ladders) might have Hultafors Groups most complex products. Using a ladder in the right way can be a matter of life and death for a craftsman. Therefore it was a high requirement that we designed a web that gave the user extensive ladder information without feeling like a thick paper manual. We did this with a design that showed clear categories, ladder data and inspection manuals.