In the beginning of 2016, Tulip had a challenge ahead of them – their website was outdated and not mobile devise friendly. Their website was not intuitive and the company’s different sub-brands where not connected in any way on the site. Overall, they needed a site that could reflect their customers’ needs and behaviors.
Many questions needed to be answered before the development of the new website could begin: How should the different brands be connected? How should the overall concept be designed? How should the navigation structure be developed?
It was clear that the products should stand out on the new website. But it was still important to inspire the users through recipes. A process began that had to incorporate the smaller sub-brands to Tulip to support their umbrella-strategy. Ultimately, this was going to create a stronger brand.
It was also crucial to develop a website with a flexible structure, because Tulip wanted to make ongoing changes on the site in relation to campaigns etc. Umbraco was used as CMS solution because of its high level of usability was the most beneficial in relation to this case.