Uniper Engineering is an engineering consultancy and solution provider for Uniper SE, an international energy company with around 12,000 employees in more than 40 countries. As a reliable and competent partner for cost-effective energy solutions in optimising a wide variety of power generation plants and as owner and operator of a plant portfolio of around 34 GW, Uniper Engineering has extensive experience and is independent of original equipment manufacturers.
The challenge of the project was to separate the engineering division from the existing Group site and launch Uniper Engineering as an independent brand and business unit.
In a multi-level UX and strategy process In various workshops and analyses, the existing content, information architecture, user management requirements and future marketing requirements were defined, weaknesses identified and identified in a corresponding Content and design strategy for the Relaunch project transferred.
Based on the results of the analyses (user search intents, market and competition analyses, etc.), various user stories and journeys could be developed, which were converted into wireframes and click-throughs with a user-centered view in order to derive an optimal information architecture.
The design theses, which were developed in an iterative process together with the customer, had to both meet Group guidelines and present an independent business unit. Both interfaces and interface design represent a future-oriented, modern and agile development of the Group's existing brand design.
With the Relaunch of the site Uhura also developed the content strategy continues for the Group's engineering division. In order to optimize future B2B marketing of content (“content-first strategy”), Uhura has developed new “tone of voice” guidelines, set up a landing page concept for future, topic-specific marketing campaigns and implemented various new content by the Uhura editorial team. In addition to various content such as blog articles, case studies, illustrations and infographics, videos on selected Lighthouse products and solutions, as well as an image film on the topic of decarbonization of the energy landscape and tailor-made engineering solutions for the energy transition. In particular, this key topic and the role of the engineering sector as a pioneer in a green energy future were discussed with the help of an interactive scrollytelling approach staged and explained at a low threshold.
After winning the relaunch budget in 2020 and its implementation in spring 2021, Uhura was also able to win another content marketing budget for Uniper Engineering and will advise and support the engineering consultancy in the development of the website as well as the entire digital marketing. This also includes the creation and implementation of B2B campaigns, particularly in the social media sector or account-based marketing campaigns, Content productions as well as feature designs.
