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How do you transform a complex multi-company web presence into a unified digital ecosystem?
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When your corporate group spans multiple companies across different markets, creating cohesive digital experiences becomes a strategic challenge. Stena Metall faced exactly this situation – they needed new websites that could present a unified brand while giving each company space for their unique content and communication. Together, we transformed their fragmented web presence into a streamlined, efficient platform that serves both external audiences and internal teams.
Balancing brand unity with company individuality
Stena Metall needed new websites for their corporate group, consisting of several companies in multiple markets. The challenge? Create sites that present a unified Stena look and feel, give each company space for their content and communication, and be based on the same CMS to provide equal functionality opportunities.
But there were two distinct sides to consider. The public-facing parts serve as channels for external communication, lead generation and customer conversion – focusing on presenting Stena as a brand, showcasing various companies' offerings, and positioning them as thought leaders in the circular economy.
The other side – the CMS – functions as an internal interface and digital tool that directly impacts editors' workload and work satisfaction. The goal was to significantly improve the user experience as well as the process of content production and translation.
Challenge
Create new websites for a corporate group consisting of several companies in multiple markets that present a unified look and feel while giving each company space for their content, all based on the same CMS for equal functionality opportunities.
Solution
Modern, conversion-centric design with streamlined content production and translation processes, built on Optimizely CMS 12 with improved performance and enhanced editor experience.
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Comprehensive support through the entire process
iO supported Stena through the whole chain of this project – from strategy and research to UX and digital design, to development and CMS customisation, to content strategy and creation, and eventually a global roll-out to 7 markets, with continuous support throughout.
Web editors were identified as the expert users of the platform, making alignment of their needs and wishes a key success factor. The markets' communication teams and editors were continuously involved through information gathering workshops and feedback sessions. Editor efficiency and user experience became part of the impact goals and central to the process, with streamlining content production, translation and publication as important factors in prioritisation and decision making.
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Building for efficiency and performance
The new websites implement a modern and conversion-centric design that prioritises dedicated areas for compelling call-to-action elements, eliminates unnecessary clutter and adopts a spacious, airy layout. With increased focus on accessibility and readability, information gets the space necessary for effective communication.
The new website platform streamlines work with integrated content and creates better conditions, so the same information doesn't need updating in multiple places, while maintaining the same quality of user experience throughout all content.
Technically, the new website represents a substantial improvement, upgrading to Optimizely CMS 12 with the advantages of NetCore for improved performance and a new updated editor experience. This enabled development of a site with primary emphasis on crafting an efficient editor experience that incorporates well-defined structure, purpose-driven components, and clear guidelines for their utilisation.
"It's been a delight working on this exciting web project with iO. Together, we delivered 16 new websites. Each hurdle we faced became a stepping stone, as we united to conquer obstacles with unwavering determination. The modern platform we've forged is the cornerstone for future development, promising boundless opportunities to elevate our online presence."
Moa Närström, Product Owner Web, Global Brand and Marketing
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The result: measurable efficiency gains
With a modern technical platform, clear website structure, and responsive, clutter-free design, the new websites deliver great SEO and technical performance.
The editor efficiency and experience has significantly improved. The time saved with the new CMS is at least 40 minutes per news article and 45 minutes per content page – even more when pages require translation into several languages.
"Thanks to iO, our CMS has significantly improved. Their innovative solutions have made managing our content easier and more flexible. With their help, we've gained better customisation options, smoother content management, and improved scalability. iO has truly transformed our CMS into a highly efficient platform!"
Anna Envall, Graphic Designer
What we delivered
Stakeholder & user research
Effect map & baseline measurement
Website concept & design
Information architecture
Design system in Figma & Storybook
Solution architecture
Frontend development & integrations
Backend development & integrations
Content strategy
Content delivery
Global roll-out
Ready to transform your multi-company digital presence?
We're excited to see how we can help you.