Haufe Group | Design Fictions

Transformation through design

Jessica Wegelin
by Jessica Wegelin

In 2015, the Design Office of Haufe Group came to us with the challenge of establishing a unified design language for its multitude of companies, products and services. With this new, stringent user experience, design was to become a success factor within the company. The declared goal was to strengthen awareness of design, brand and brand management within the Haufe Group.

Such an objective needs strong support within the company. Therefore, we first helped to establish the then newly founded Design Office within the Haufe Group and jointly developed its central orientation and objectives. Since then, a partnership has developed with the Design Office, in which we are continuously working on the standardization of digital touchpoints.

Design Patterns

Patterns for a coherent design language.

Using the home pages of Haufe, Haufe Akademie and Lexware brands, we developed a coherent look & feel, consistent design patterns and global UX principles that can be transferred to other applications. The resulting design principles ensure a consistent user experience while still allowing the different brands sufficient space for their own presentation.

Design Fictions

A look into the future.

Like the entire industry, Haufe Mediengruppe is also in a phase of digital transformation. For many companies, however, this is increasingly becoming a continuous development process that requires the necessity to rethink fundamental processes such as product development and innovation. This raises the question of how change will transform the business, how new offerings can be delivered, and what impact a new business strategy will have on positioning and branding.

To make this tangible, we developed so-called "design fictions", visionary example drafts that take a look into the future. Among other things, we designed the central Touchpoint website for the year 2020, based on a new strategy for Haufe. This included considerations about the new positioning of the company as well as assumptions about how interaction and technical feasibility will change within the next 5 years.

The resulting High Level Vision visualizes a strategy that was previously only thought of from a business perspective and thus helps to make strategic corporate decisions and to explain them within a company.

" Now is the time to say thank you! Working with you is wonderful! I mean this not only in terms of the result, but also in human terms! Both are characterized by very high quality and sustainability, THANK YOU“.

Claudius Wissler – Chief Designer | Haufe Group