PROBLEM:

tink.de, Germany’s leading smart home e-commerce platform, had an outdated homepage that no longer reflected the brand’s innovative spirit or met operational needs. The site relied heavily on static banners, requiring extensive cross-team coordination for even the smallest content update – slowing down marketing agility and limiting responsiveness to market trends. Each change involved multiple teams: content writers, designers, and developers, creating an inefficient and unsustainable workflow. At the same time, the outdated layout and rigid content architecture negatively impacted the user experience, particularly on mobile, contributing to high bounce rates and reduced engagement.

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CONCEPT:

"Smart Commerce, Modular Thinking".

The creative direction focused on transforming tink.de’s homepage from a static, design-heavy interface into a modular, scalable, and user-first experience.

The goal was twofold:
→ Refresh the visual identity to feel modern, intuitive, and aligned with smart tech aesthetics, while keeping a consistent usage of our design system
→ Build a flexible content structure that empowered internal teams to manage updates independently Visually, we leaned into a clean, product-focused interface with dynamic modules, subtle interactions, and clear hierarchy. Strategically, we introduced a modular design system that could scale with the brand while reducing internal friction.

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EXECUTION:

3-Phase Approach

Phase 1 – Internal Redesign (Proof of Concept) – 1 month
→ Led a rapid design sprint with the internal UX/UI team
→ Defined core modular components and homepage structure
→ Created clickable prototypes for stakeholder validation
→ Delivered design proof of concept as strategic foundation

Phase 2 – Full Redesign with External Agency – 3 months
→ Collaborated closely with an external design agency to refine and scale the concept
→ Directed creative vision, ensuring alignment with business and UX goals
→ Oversaw art direction, layout, and brand integration across all breakpoints

Phase 3 – CMS Integration (Builder.io)
→ Partnered with development and marketing teams to integrate a no-code CMS
→ Enabled non-technical stakeholders to update content in real-time
→ Established component-based design library within Builder.io

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IMPACT:

→ Mobile bounce rate dropped from 54.85% to 37.76%
→ Improved user engagement and time on site
→ Faster, autonomous content updates by internal teams
→ Established a scalable, future-proof design system

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TEAM:
Internal UX/UI Designers: Katharina Treptow and Gabriel Santos
External Design Agency: New Monday (Martin Schmitz)
Developers: tink.de in-house Product Team
Creative Director: Paula Carbonell

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*Additional insights available upon request