In January 2019, Villeroy & Boch Ventures GmbH [LLC] commissioned zeit:raum Gruppe with developing the brand and appearance of myTableware, implementing the associated website with e-commerce solution or online shop and the marketing concept. myTableware is a unique digital business model in the professional tableware segment.
For the first time on the market, it is possible for gastronomes and hoteliers (B2B)
to individualize their tableware and order it directly online. The core of the website
is an online 3D product configurator that allows the user to view the individualized
product from every angle, make changes, and order online upon completion at any
time during configuration.
A special challenge of the project was the development of an optimal user interface and user experience design and the interaction of the complex technical requirements due to the configurator, its interfaces, and the connection to an ERP/CRM system.
Implementing a project with these requirements requires an interdisciplinary project team consisting of a project manager, designer, marketing strategist, SEO expert, and copywriter as well as a back-end and front-end developer. First, the digital brand and appearance of myTableware were developed in close coordination with the customer.
The newly developed brand claim "Nothing is complete without its own style" will form the communicative bracket in discourse for both the younger and the more established target group of hotel and restaurant gastronomes. Focusing on these target groups, a website with an integrated online shop was developed that breaks down the technical complexity of a 3D product configuration running in the background through clarity in the design and approach. Floating elements, for example, further support this claim to ease and simplicity. The 3D configurator shows the user his or her individualized product in real time and thus solves the problem of many shops to make thousands of configuration options immediately visible and perceptible.
