Tchibo’s online presence is based on digital catalogues. They have been releasing them for years and, well ... everybody loves them. So when they asked us to refine their users’ experience, we said that if we can improve what they have been doing so successfully, we can also enhance anybody’s catalogue or even bring new quality to market standards in this matter. Let’s do it then! What Tchibo was looking for was finding a better way to interact with their audience, which would lead to an easier and more seamless browsing and buying experience. After the first workshop with the client our heads were already swelling with ideas …
Our client’s catalogues contain many products, so we should provide efficient ways of searching and filtering the content even when the layout is inalterably precomposed by a designer. Now that’s an obstacle - the graphic designer! But there were more: cross-device responsiveness, Tchibo-specific narrative, streamlining the mobile experience … uuggghh! But wait! What if we were to come up with a way to provide all the above while eliminating the designer and developer from the process? So we thought: let’s make all this automatic, but still looking sexy!
Mateusz Tokarski, CoCEO, Head of Design
“The real challenge was to combine our auto layout engine with features like managing memory on mobile devices, handling data delivery of hundreds of products, providing a pleasant visual browsing experience and a sense of storytelling.”
A perfect marriage of design and technology
We found that a suitable solution did not yet exist on the market, so we decided to invent our very own state-of-the-art angular powered auto layout engine boosted by algorithms incorporated from artificial intelligence, which led us to astonishing results. But then the real challenge was how to combine those hipsterish tech-fancy buzzwordisms with problems like managing memory on mobile devices, handling data delivery of hundreds of products, providing a pleasant visual browsing experience and a sense of storytelling.
Jakub Korczyński, CEO, Head of Technology
“User experience should be based on interactions with content, not with preprogrammed layouts that don’t give a damn about us humans.”
The Content Automation Platform
User experience should be based on interactions with content, not with preprogrammed layouts that don’t give a damn about us humans. So we reimagined The Catalogue to better meet the requirements of the modern web, whilst literally eliminating as much guesswork from the design process as possible. Using a product data feed, our jazzy algorithm arranges a custom layout - dynamically exposing prioritized products, handling search results, addressing the users’ preferences and all that in a visually pleasing way. That is what we call a truly responsive and cross-platform experience with a touch of humanism.