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HILDEGARD BRAUKMANN
HILDEGARD BRAUKMANN has been one of the best-known brands in the field of nature-based herbal cosmetics for decades. The company stands like few others for natural efficacy, responsible product development, and a deep understanding of the power of herbs.
With the relaunch of the online shop, a modern, future-proof digital experience was created together with Y1, which combines brand identity, usability, and technological excellence. The foundation was the transition from Shopware 5 to Shopware 6 - a step that was not only relevant for security but also enabled a comprehensive transformation of the digital customer journey.
The existing Shopware 5 platform was obsolete in terms of functionality, security, and user experience.
This was particularly evident in several areas:
End of Life of Shopware 5: Support has ended - Security risks and technical limitations increased.
One-dimensional Product Presentation: A single large product list with facet navigation made it difficult for users to find content or engage thematically.
Campaigns could hardly be mapped using unique URLs.Lack of Content Flexibility: Editorial teams relied on HTML/CSS, which limited campaign speed and storytelling.
Performance Issues: Mobile loading times and Lighthouse scores did not meet modern standards.
Complex Product Data Processes: Without automated ERP integration, data maintenance, inventory quality, and updates were prone to errors.
Digital Experience for Nature-Inspired Herbal Cosmetics - Clear Structures, Strong Performance, Flexible Content
Y1 designed and realized a completely new digital experience together with the client, which connects technology, usability, and brand identity.
Information Architecture & Navigation: The previous monolithic product list was replaced by a multidimensional navigation system that creates clearly defined categories and thematic worlds. This improves findability, enables campaignable URLs, and forms the basis for sustainable SEO optimization through a clean information architecture.
UX/UI Design & Design System: The new design system follows the principles of clarity, simplicity, and natural brand appeal. Users find information faster, navigation paths are more intuitive, and the search performance is enhanced.
Performance & Technical Foundation: The relaunch resulted in significantly improved technical performance with faster loading times, better mobile performance, and more stable rendering. Content is displayed noticeably faster on all devices.
CMS & Content Flexibility: Y1 developed a modular CMS set with full-width banners, category and magazine carousels, flexible teasers for stories and products, as well as external content links. The marketing team can now maintain and update content independently, without relying on an agency.
Service Logic & Customer Experience: A customized "closed shop" feature allows for targeted shop closures during holidays to ensure an expectation-conforming customer experience even with reduced service capacity.
System Integration & Data Processes: An ERP connection to Sage 100 was realized via the Maniac Middleware, which ensures automated product data transfer. This increases data quality, reduces manual errors, and provides reliable inventory and price updates.
Y1 designed and implemented the new platform based on Shopware 6 with the aim of creating a digital experience that combines clarity, speed, and brand identity and provides a solid foundation for future growth.
UX Strategy & Research: Y1 analyzed navigation logic, information architecture, and typical usage scenarios to consistently simplify the customer journey. The clarity gained from this now forms the basis for all interactions in the shop.
UX/UI Design: A responsive, visually calm interface conveys trust and strengthens the brand experience across all devices. Design and user guidance follow the guiding principles of naturalness, simplicity, and intuitive navigation.
Technical Implementation: As part of the replatforming to Shopware 6, the technical foundation was newly established to be future-proof and optimized for performance. A scalable CMS and middleware connections enable automated processes and flexible extensions.
Content & Performance: The page architecture was structured and built to be SEO-optimized to increase visibility and campaign capability. At the same time, new opportunities arise for consistent storytelling and brand staging.
