Digitalisation has a firm grip on companies across all industries, including traditional sectors like steel trading. A notable example of a successful modernisation of a corporate presence is the digitalisation project of HANS KOHLER AG, the number one in stainless steel in Switzerland. Aiming to comprehensively renew its web presence while integrating a modern webshop with specific functionalities, HANS KOHLER AG has taken a remarkable step into the future. The new online services offer an appealing user interface, tailored features, and seamless integration with the ERP system to enhance the shopping experience and improve efficiency for both B2B and B2C customers.
"The great collaboration with Liip is both enjoyable and filled with valuable learning moments at every stage. The team demonstrates the ability to remain calm and reliable, drawing on their expertise, both during steady project progress and in challenging phases. At atedo, we look forward to continuing our partnership with Liip and to building more successful digital solutions."
- David Naef - Senior Consultant, Managing Partner at atedo
Project Overview: Unified Web Presence
The digitalisation project of HANS KOHLER AG encompassed a variety of services provided by Liip, including custom development, design, SEO, and analytics. The transition involved the visual representation and the entire operational process for online orders. A key component was the creation of a webshop, which was specifically tailored to meet the unique requirements of HANS KOHLER AG. An individual feature was integrated that allows pipe products to be cut to size and ordered directly in the shop. More details can be found in this blog post.
We also ensured a seamless connection of the webshop to the existing ERP system, which guarantees a consistently efficient process from ordering to invoicing. Thanks to this holistic approach, all necessary components were developed and perfectly aligned. This comprehensive methodology enabled HANS KOHLER AG to build a consistent and powerful digital presence.
InoxFox: The ChatGPT-Powered Search for Stainless Steel
With InoxFox, HANS KOHLER AG offers an innovative ChatGPT-powered search solution that provides users with quick and comprehensive access to relevant information in the field of stainless steel. This solution is seamlessly integrated into the web presence, ensuring that users can find answers to their questions in real time—from technical specifications to product details and practical application tips.
Balancing B2B and B2C: A Challenging UX Design
A crucial aspect of the project was the challenge of meeting the needs of both B2B and B2C customers in the new webshop. Given that HANS KOHLER AG traditionally operates primarily in the B2B sector, special requirements, such as integrating specific product information, discount systems, and order processes, had to be considered. At the same time, B2C customers also needed an appealing and intuitive user experience. Balancing the needs of these two customer groups posed a significant challenge for our UX design team, as they had to develop a solution that addressed both target audiences without compromising usability.
Through the close collaboration between our UX designers and developers and continuous user research, a user interface was created that meets the needs of both customer segments. The focus was on creating a clear yet flexible solution that caters to individual purchasing processes. You can read this blog post for more information.
Trust: The Key to Extraordinary Collaboration
A project of this scale and complexity can only succeed through close and trusting collaboration. From the outset, HANS KOHLER AG and the Liip project team focused on a partnership-based approach, with transparency and open communication at its core. This trust allowed flexibility and agility in responding to challenges and developing solutions together.
The path to success involved not only technical know-how but also a willingness to work together on equal footing. Regular discussions, feedback, and a shared understanding of project goals created a unique dynamic that formed the foundation for the project's success. Over time, the project team developed into a cohesive unit—a “Team Kohler” that pulled together.
The Path to Project Success: Agility as a Success Factor
The project was implemented using an agile approach, using the Scrum framework. The flexibility of the team proved crucial, as not all processes were strictly adhered to according to the Scrum Guide. Instead, where it made sense, we also employed elements of Kanban. This dynamic working method allowed for faster identification and resolution of issues, as well as continuous integration of improvements.
The agile approach enabled the team to break the project into iterative steps, continuously making progress. Close coordination with various stakeholders was key, leading to rapid feedback loops and improved adaptability. This way, both technical and organisational challenges were addressed flexibly while achieving project goals
Custom Development: Customer Needs at the Center
A particular focus was placed on developing a custom feature for precisely cutting pipe products directly in the webshop. This requirement posed a challenge for Liip’s developers to create a flexible and user-friendly solution that meets individual customer needs while being compatible with the ERP system of HANS KOHLER AG.
The solution consisted of a customisable interface integration that allows customers to specify their exact cutting requirements directly in the ordering process. This enables B2B customers to place tailored orders in large quantities, while B2C customers also benefit from this flexibility. By focusing on end-user needs, a function was created that meets individual requirements and simultaneously optimises internal process handling.
The digitalisation project of HANS KOHLER AG is a successful example of how companies can effectively transition into the digital future through a comprehensive and customer-oriented approach. The new online presence and webshop demonstrate how agile and trusting collaboration and the development of tailored functions can create a solution that addresses both B2B and B2C customers. The combination of technological innovation and a close, collaborative approach has made this project a showcase example of digitalisation.