Streamlined editorial work for Anticimex

The challenge

Our challenge, together with the client, was to create a website that was more intuitive and easy to navigate by making important elements available and increase conversion. We needed to create new, complementary icons and decorative figures were needed for a more inviting and engaging experience.

Since Anticimex operates in 17 countries, many editors are involved in creating content on the website and with a lot of visual freedom, the experience, design and brand can be rendered incoherent. 

Therefore, there was also a need to improve the editorial experience by simplifying and streamlining the editor's choice and work process and limiting the requirements for the editor's ability to make design decisions. There were also high demands for good performance and a structured rollout plan with the best possible migration opportunities. The most important KPIs for the new website were performance, SEO and conversion.

The solution

We were responsible for the entire process from requirements and needs identification to design and technical implementation. Initially, a prestudy was conducted consisting of workshops together with the client to discuss and concrete needs. SEO analyzes were done to maintain the ability to meet an improved ranking as well as relevant and searchable content. There was also a great need to optimize conversion, both in terms of actual numbers, but also which conversion paths were preferred to keep up with the business development.

Wireframes were developed gradually and iteratively with a strong focus on information structure, consistent and easy access to relevant actions and further information. A lot was about planning and structuring for what would be editorial choices without becoming too complex and what would be more locked in for the editor. After that, the phase began with shaping and coloring the wireframes we developed and this process was also iterative for any adjustment needs based on insights during the design phase. Once again, the focus was on keeping it simple, spacious and with a clear focus on guiding users, always providing relevant ways forward or actions. To future-proof and contribute to a common thread regarding design, a design system was created with components for easier overview and increased reusability.

Since performance was one of the key factors, a decision was made to first conduct a proof of concept phase to determine which technology would yield the best results based on that aspect. After this phase, the decision was made to build a statically rendered website with a technology combination consisting of Sanity (headless CMS), Gatsby and Netlify.

To handle the rollout of the site for all markets, we chose to do an iterative rollout, market by market. The reason for this was with regard to the editors' work of creating new or updated content, to minimize the risks and to streamline the hypercare phase.

The benefits

When the project was technically ready to launch we initiated the iterative rollout. It gave us and the client the opportunity beforehand plan for each market’s rollout and thus prepare the respective market editors for the transition and educate about the new platform as well as migrating relevant content. Today, the website is very fast and robust, even though we, as with all our clients, work and continue with continuous improvements. The site, like many others are affected by external services performance-wise and we have a strong focus on finding clever ways to optimize this and over time continue to make the site even faster. The editorial part is also perceived as easier and there is more focus on creating actual content - that is, text and image - rather than having to make design decisions.

The insights

We worked very close to the client, with frequent reconciliations and on-site collaboration a number of times, which bore fruit in the form of very good cooperation with exemplary conditions to deliver good results. This was made possible in large part by the fact that Anticimex put a lot of trust in us. We always strive to choose technology according to our clients’ needs and not the other way around and yet again we felt that this approach was just right as we had to work with relatively new technology and automate processes to save time and minimize risk in the long run.

Together with the close collaboration made the project very inspiring and it’s just like this we prefer to work with our clients - together.