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TENTE is a globally operating manufacturer of wheels and casters. The goal of the project was to digitally represent the brand promise of "mobility" through a technologically leading platform. The realized D2C/B2B presence consolidates 90 sales channels in 27 languages and optimizes global ordering and inquiry processes while simultaneously enhancing design quality.
The original web presence no longer met the requirements for a modern brand representation and user guidance. Technical limitations arose from an outdated Shopware instance with unstructured data and inefficient maintenance concepts. The high number of languages and channels was hardly manageable administratively. Additionally, obsolete plugins affected maintainability, while insufficient system performance negatively impacted user experience.
Digital Experience for Complex Industry Product Ranges - Clear Navigation, Strong System Integration, International Scalability
Concept & UX Design:
Based on a thorough requirements analysis, the customer journey was fundamentally redefined. A core component was the remodeling of the data model to consolidate the sales channels:
Visual Design: Comprehensive modernization of the UI design to strengthen the premium brand positioning.
Information Architecture: Restructuring of the navigation to enhance clarity in complex assortments.
Product Presentation: Clear preparation of technical product features and options for intuitive user guidance.
Process Safety: Thorough elaboration of all UI states to ensure a smooth technical implementation.
Visualization: Development of a custom icon set to support navigation and technical product details.
Technical Implementation & System Integration:
System Landscape: Realization of a stable setup with high-performance interfaces to Akeneo PIM and SAP.
Functional Extensions: Development of modular plugins for core processes (inquiry cart, product finder, technical comparison function).
Content Management: Integration of customer-specific CMS components for efficient management of news and events.
Infrastructure: Optimized management of international contact data, personalized login area with CAD download interface, CDN connection, and GeoIP-based routing.
Optimization: Implementation of a solid SEO and tracking strategy to ensure long-term visibility.
The project was realized in two strategic main phases:
Design & Concept (January - April 2025): Definition of the UX strategy and development of the UI design in close coordination with the specialist departments.
Development Phase (June 2025 - February 2026): Technical implementation, programming of individual requirements, and integration of third-party systems.
A particular challenge was the error-free migration of the content across all global language instances by the launch date.
+40%
User Experience
+50%
Performance
