GROHE: Usability support for the relaunch

GROHE | 2013 | GROHE


As worldwide leading manufacturer of high quality, well designed, and innovative sanitary products, GROHE also makes – having an annual sale of close to 1 billion Euro –high demands for their website. During the global relaunch of the website we were assigned by GROHE with the follow-up project to design and develop the usability guidelines. As sounding board we were also entrusted with evaluating the ideas by the lead-design agency.

Our work

In order to better understand the target audience’s rather divergent requirements on the website we developed guidelines for the survey of the target groups (interviews and online surveys). We conducted the surveys and created personas for the identified target group segments.

By combining the so-gathered insights with the results of the analysis of customer support surveys as well as data from web-analytics, the existing assumptions were put to test by a reality-check. This formed the foundation for our concept for information architecture as well as the new website’s usability and our evaluation of the ideas by the lead-design agency in order to provide decision guidance for the management.


We were able to identify pitfalls of the current website, both from a structural point of view and in terms of the target groups needs. They formed the basis for the determination of the central framework of the new website.