hmmh wins the account for the relaunch of SportScheck’s online shop

Bremen, 14th of August 2017 — Reaching success with agility: the SportScheck webshop has a new corporate design. During their pitch, the agency hmmh, specialised in connected commerce, managed to win the account for the relaunch of the online SportScheck online shop. The results of the collaboration speak for themselves: sportscheck.com has a convincing modern look with a user-focused and responsive design. The frontend framework was specially designed for SportScheck and can be used for other projects in the future.

Bremen, 14th of August 2017 — SportScheck, the sporting goods retailer based in Munich, Germany, redesigned its online shop (www.sportscheck.com) together with hmmh, an agency for connected commerce headquartered in Bremen, Germany. SportScheck’s new corporate design, which concentrates less on the presentation of the sports apparel and more on  athletes, served as a basis for the relaunch. Hmmh was able to win the account during their pitch. SportScheck has impressed sports enthusiasts for decades with its comprehensive range of sporting goods. In order to achieve an up-to-date presentation of their wide range of products, the online retailer decided to relaunch its online shop in a way that appropriately displays 35,000 products from 500 different brands. The challenges faced were particularly related to creating a responsive, and even more importantly, user-focused web design with up-to-date performance. 

The new design can now be fully used with all kinds of terminal devices imaginable. Unlike the previous shop, only one single template for both stationary and mobile presentations is being used. Already during the early design phase, meeting users’ requirements was the main focus and later on served as a guide for communication and the contents of the storytelling elements, which were created specifically for this online shop. The design was created interactively during the technical development phase. It allowed developers to directly try out the online shop in the browser, which meant that user tests could take place alongside the development on an ongoing basis. The newly created extensive design options not only ensure an optimum user experience, they also offer space for products and brands. ‘The new layout is intended to convey the sport experience digitally, and to reach out to customers directly and on an emotional level,’ explains Gregor Frey, the head of the Tech Lab Management department at SportScheck. During the implementation phase, a ‘living style guide’ and a ‘pattern library’ were created, which ensured that the design was component-based and used efficiently. This is how the frontend framework, which was specially designed for SportScheck and can be used for its other projects in the future, was created.  
During the entire process, both companies profited from the inter-disciplinary collaboration with an agile approach. In the planning, design and development phases, the implementation team comprised an equal number of customers and suppliers. Marius Bruns, the Unit Director for User Interfaces & Website Solutions at hmmh remarks, ‘This enabled us to guarantee a direct, very efficient and value-adding collaboration. Decisions were made and implemented together; mistakes were made and rectified as a team.’

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