Interview: UNITED GRINDING Group - Successful relaunch for 8 corporate websites


Simon von Niederhäusern, UNITED GRINDING Marketing Communication Manager, explains the process of the major relaunch project in an interview with Bitmotion and emphasizes the advantages of close cooperation between customer and agency.

United Grinding Group Interview

Bitmotion: Now the complex project has been completed and the new websites of the UNITED GRINDING Group and its eight corporate brands are live. How would you describe the project "Relaunch 2019" in a few words?

von Niederhäusern: Well, I think "demanding", "international" and "agile" very well describe our cooperation with Bitmotion and the project as a whole. 

Bitmotion: How did the launch of the project go?

von Niederhäusern: The project was based on a previously created screen design, and SEO consulting also played a decisive role right from the start. Bitmotion then took over the complete implementation of our new Internet presence, always in close communication and cooperation with us.

Bitmotion: Which were the requirements for the new corporate identity and which new functions were particularly important?

von Niederhäusern: Firstly, the initial challenge was to create a new cross-company presence including all existing components. In addition, special attention was paid to usability: not only the redesign and modernity of the new website was important to us, but also the technical requirements to ensure special user friendliness.

Bitmotion: Which new components do stand out in particular now?

von Niederhäusern: On the one hand, the presentation of our products has been completely redesigned: everything is now much more transparent. The goal was above all to develop a visually appealing and at the same time interactive option: Our customers can now narrow down their product search using comprehensive filtering capabilities and view the results in a single, easy-to-read view. 
All products can now be queried according to specific technical criteria that exactly meet the customer's needs - including the option of selecting a metric or Anglo-American measurement system. 

It is now also easier to find contact persons: If website visitors are looking for country-specific information, they can individually call up the areas of responsibility and contact data of our contact persons if they are interested. Factory locations and agencies of the UNITED GRINDING Group, which take on maintenance tasks as partners, for example, can be displayed using interactive maps.

Bitmotion: These are mainly useful features for the visitor of your website, who of course plays the most important role - nevertheless we would also be interested to know which components in the backend you especially valued for your online editors?
von Niederhäusern: In general, I can say that we have taken great care to simplify the maintenance of our portfolio for our editorial staff as well. With TYPO3 as CMS and the structured page layout, we have definitely succeeded in doing this and the response has been extremely positive.

Bitmotion: Were there any technical additions that had not been used before?

von Niederhäusern: J: Yes, there is. We are using a new TYPO3 extension to directly integrate our translation service provider LanguageWire. For the initial translation, given the volume of our content, there was still a lot of experience to gather and LanguageWire also had to improve things. But now we can request translations of new content with just a few clicks in the backend and our corporate identity is now available in up to 10 languages - and still manageable, including an integrated approval process for the translations. 

Bitmotion also recommended the "Solr" Enterprise Search to us, as it allows us to search a single appearance or even all eight appearances for specific data, including a matching output depending on the type of hit, and many convenience features.

Bitmotion: You have already mentioned the visually appealing design of the website. What was the focus here?

von Niederhäusern: For one thing, we have attached great importance to optically high-quality images and videos in order to present our products perfectly and to be able to offer our customers an appealing experience during the information process. We then made this media content available to Bitmotion - and you put the finishing touches to it during the backend training phase, so that our image and video material dynamically adapts to the width of the screen and sometimes even better shines through animations. 

Bitmotion: The visually appealing presentation of your solution portfolio is definitely a success for you. Were there any other details that positively influenced the relaunch?

von Niederhäusern: : Looking back, the agile and close cooperation with Bitmotion and their great commitment speaks very highly for the project. We are very happy to have brought Bitmotion on board again this time - the cooperation had already proven itself at our first relaunch in 2011. I think that such a kind of cooperation has a positive influence on the project and further work in any case.

Bitmotion: We can confirm this - it was also an exciting and challenging project for us and a pleasant cooperation. Thank you very much for the interview!

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