E-commerce for the next gen sports nutrition
In the fall of 2016, we started working on one of the most fun projects we have done so far.
It is an e-commerce solution for Maurten, and together with Forsman & Bodenfors we designed and built a website with an integrated webshop. We have also built the integration with the Microsoft Dynamics NAV business system that Endeavor handles.
Maurten, which is pronounced the Swedish name Mårten for those who are wondering, is a Swedish start-up that since the start of 2015 has developed a new type of sports drink for high-performance athletes. In March 2017, it was launched on the European market and in September 2017 sales were also opened in the USA.
The concept is an energy supplement with a very high concentration of carbohydrates encapsulated in hydrogel, which in turn causes it to pass through the stomach without dealing with the problems that ordinary sports drinks and energy supplements pose. When the hydrogel passes through the stomach it dissolves when it reaches the intestines, and then the carbohydrates can be absorbed quickly and efficiently by the body.
The result is a higher and faster energy supplement with fewer problems.
Curious? Check out the video explaining the concept.
No video selected
When we came up with a design for the site, we grounded it in the guidelines that F&B had developed for Maurten and its products.
The visual guidelines were very black and white, sparsely flavored with color, typography characterized by the German typeface DIN and lots of fine photos from Norway’s cool nature where the Swedish elite runners Isabella Andersson and Mustafa Mohammed were featured.
From our side, we have put a lot of focus on building a robust framework with a range of modules, all based on a couple of different grid systems, adapted for different large screen areas. This makes the site easy to use but also easy to work with. Features as focal points, used in image cropping of the same image for different formats, and a tightly controlled typography make the editor’s work easier and faster while providing a neat and consistent result.
What is important in e‑commerce?
When it comes to the e‑commerce solution, there is a lot involved to give customers a good buying experience. We have chosen to focus on these points in this project
- Clear product presentation with nice pictures and the few ingredients in focus
- Clear and simple shopping basket and check out process
- Easy payment
- Email confirmations and receipts
- Opportunity to create an account for even easier purchases next time
Then there is also a series of things that must work behind the scenes, where some of the most important include:
- Integration with business systems
- Structured data for good indexing at Google
- Tax rules for different markets and scenarios
- Shipping costs
- Translation of materials
The list can of course be made even longer…
It has been a pleasure to work with everyone involved and the nice people at Maurten. Although we are generally spoiled with nice customers, it is this type of project that makes it fun to run a company that can participate and be of assistance in many areas.
We needed a Content Management System (CMS) and a flexible and customizable e‑commerce solution and the choice fell on Craft and Craft Commerce.
Combined with Craft Commerce, you also get an integrated web shop from the same manufacturer. In many cases and in other constellations, there are different vendors of the CMS and e‑commerce solution, and sometimes this can cause problems. Here the e‑commerce solution becomes a natural part of the system instead.
Well, since elite runners started using Maurten’s products in 2016, for example the latest winners in all the major marathon races starting in Berlin and New York in 2016, to Tokyo, Boston and now most recently in London and New York 2017 have all trained and compteted using Maurten sports nutrition. Pretty impressive!
Although we were forced to learn more about VAT and Sales Tax, export rules and accounting than we would normally consider healthy for a digital design and technology agency, we look forward to future challenges, new markets and products.
← Back to all Case Studies