Put yourself in Dunlop Protective Footwear’s shoes - a company endeavoring to adapt its digital strategy to meet the ever-evolving needs of both B2B and B2C users. In response to a surge in online engagement, Dunlop Protective Footwear recognized the imperative of enhancing their digital platforms.

The core challenge lay in translating traditional, offline processes into seamless new online services and experiences. This transformation was particularly complex because it had to be integrated within an IT landscape that was constantly changing. Consequently, the project involved managing numerous dependencies on external partners while working alongside a main contractor and a technical implementation partner.

Dunlop’s technical partner modelled an existing e-commerce solution into an on-brand digital platform. Our robust design system rigorously upholds Dunlops’ strong brand identity.

The launch of a B2B portal with all pre-defined functionalities was met after only 16 weeks. Extended with multi-lingual consumer facing storefronts a further 8 weeks later. Through an agile and iterative process we keep Dunlop Protective Footwear’s digital strategy adaptable to evolving user needs and market dynamics, in example:

• An experiential page on Dunlops’ Slip, Trip and Fall (STF) Innovation Center was successfully introduced to Health & Safety professionals.
• Towards boot-end-users our Fit Guide helps with the adoption of their new product innovation: the Sneaker-like fit for work boots.

Efficient implementation is preceded by a discovery phase and inception. By engaging with their target audience, we gained invaluable insights and identified critical touchpoints and pivotal areas for improvement within Dunlops’ existing digital ecosystem. By recognizing the significance of fostering internal support within Dunlop we steadfastly aligned business objectives through stakeholder management. This way risks were reduced before development was started.

All expectations, demands and knowledge were aligned into a clear product roadmap which offered steering for an agile implementation in two-week sprints.