Building a Scalable Web Ecosystem for Rockfon.

Always start with the customer

This project began with a worrying report: low customer goal completion rates on Rockfon's product pages. To understand why, we analysed the user data and talked to sales and customer service teams, the people closest to daily customer frustrations. Their input helped to identify key pain points and areas for improvement.

These early insights were used for more extensive user research. Surveys, face-to-face interviews and usability tests were done with customers. A clear pattern showed: Installers and architects found the product pages hard to use, cluttered, and confusing. Disconnected from what they were trying to get done.

By understanding Rockfon's customers better, we were able to explore different concepts for a more intuitive, task-oriented user experience. Since the product pages were the most critical part of the journey, they became our starting point.

The question now was: What would an optimal product page look like, and how do we design something that works for Rockfon's different customer types?

A scalable, modular design system

We live-tested multiple designs with real users. After multiple iteration cycles, we developed a 'design system'. A set of reusable components and design rules that forms a scalable, modular way of solving any usability issue on the web.

This system became the foundation of the entire digital ecosystem. Making sure every page looks professional, feels intuitive, and stays on-brand.

With this design system in place, we created interactive prototypes of key webpages. Helping validate ideas with customers, align the project team members, and explain the vision to senior stakeholders.

A full walkthrough demo with Rockfon's management and their parent organization Rockwool created clarity and secured a way forward. A good reminder of the power of prototyping.

The next challenge was turning this system into webpage designs and collaborate with developers to turn them into reality. How do we build and hand it over in a large organization with so many teams involved? 

From design to reality: A unified digital ecosystem

With the foundations in place, the next phase was all about turning the designs into a real, functioning website. And doing so without losing sight of what mattered most to our customers.

We worked closely with Rockfon’s digital team members, branding and communications teams, and copywriters. From imagery and icons to tone of voice and final copy. All the while aligning user needs with business goals and proven best practices.

Our team led the art direction across all visuals, made sure every component and page is populated with intent. For this we created comprehensive content guidelines, to keep all contributor's work consistent and on-brand.

In parallel, we worked side-by-side with developers in weekly QA reviews to make sure every component matched the design. Detailed Figma specifications (spacing, tokens, typography, transitions, interaction states, etc) gave developers complete insight into how each piece should behave.

This hands-on collaboration kept the gap between design and delivery as small as possible, from forms to dealer locators.

The implementation was challenging work, but also the moment everything came together. A scalable system, a user experience, and a website that communicates clearly, builds trust, and supports Rockfon’s wider brand and business goals.

With the full system in place, the real effort becomes visible in the numbers behind the project. Read on to see what it takes to make the final experience possible.

The impact of Rockfon's web redesign

Our work with Rockfon began by listening carefully to customers and understanding their frustrations. Outdated, cluttered pages and disconnected digital touchpoints created confusion. Not just for users, but for internal teams as well.

Through qualitative research and insights from internal experts, we uncovered what customers and business really needed.

From there, we redesigned the core website experience and built a modular design system that now serves as the foundation for Rockfon’s entire digital ecosystem. This system didn’t just solve today’s usability problems, it created a scalable, future-proof way to design, build, and maintain all Rockfon's digital experiences.

The result is more than a new website.

It’s a move to a more customer-centric way of working. Supported by clear guidelines, aligned teams, and a shared understanding of what a great digital experience looks like.

This project shows the value of combining deep user insight with strong UX leadership, thoughtful content and design, and most of all, a close collaboration between internal teams and external partners.

From customer pains to solutions: A redesign shaped by user insights and real expertise.

A scalable design framework that enables consistent and on-brand experiences

Collaboration that kept teams focused, efficient, and confident from concept to delivery.

To learn more about the process, time, and cost estimations of a project like this, or other questions about working with us, feel free to contact us, or check the FAQs on our homepage.