One year, 24 languages: Digitising a hidden champion

Reflex Winkelmann is one of the leading providers of high-quality systems for heating and hot water supply technology. With over 1,800 employees worldwide, 7 production sites, and 25 sales companies, Reflex Winkelmann is a key player in the HVAC industry.

When Reflex Winkelmann decided to relaunch its website, the project was a central element of a digitalization strategy that involved much more than just redesigning the corporate website's appearance. The website was to become the hub of all digital customer interactions.

The Challenge _

Website Transformation into the Hub for all Digital Customer Interactions

Already serving as a product catalog for nearly 3,000 products, services, and system components, Reflex Winkelmann needed to transform their website into something more:

• Become the hub of all digital customer interactions

• Support planned direct quotation features

• Deploy multiple website types for different international markets

• Integrate comprehensive, target-group-specific contact routing

• Provide a reliable and expandable foundation for ambitious future roadmap

• Serve diverse audiences from skilled trade professionals to architects, planners, and industrial operators

The Solution _

A new central platform was built using headless architecture with Storyblok CMS as an AWS SaaS solution, ensuring future-proof scalability.

Customer-First Approach

Extensive stakeholder interviews and collaborative workshops collected requirements from various internal stakeholders—both national and international. A nearly complete user story mapping of all target groups along the customer journey was developed and prioritized for the MVP.

Design & Technical Implementation

The user experience was redesigned around the customer journey. The corporate design was reworked to meet digital standards, including accessibility and a consistent, web-compatible brand identity. A growing UI kit laid the foundation for a digital design system.

Platform delivered

• International web solution serving diverse target groups

• Flexible technical solution extendable toward commerce features and personalization

• Simple content management with low learning curve

• Future-proof platform being developed into a one-stop shop for all customer needs