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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 Prod­uct

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.

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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.

Wireframes for different devices

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

  • Mobile-friend­ly
  • 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
  • Per­for­mance
  • 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.

Dur­ing the years we have always opt­ed for sys­tems that give us full free­dom regard­ing the end result. It is impor­tant that we can con­trol HTML, CSS and JavaScript the way we want, and Craft has proven to be a real­ly good alter­na­tive. Above all, the sys­tem offers a great deal of flex­i­bil­i­ty, a nice inter­face for the edi­tors and a very good lan­guage support.

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.