CASE STUDY

Wahl Global

One Brand, a World of Websites

CHALLENGE

Wahl, a leading manufacturer of men’s hair clippers and beard trimmers, wanted to enhance their global brand perception with a reimagined website. Launching a global website is no easy feat for any digital team. But an even bigger challenge is launching multiple websites under one brand enabling global country managers to edit and maintain any aspect of their individual site.

Solution:

The new collection of websites feature a responsive experience in which each site administrator can easily update and maintain their local website, ensuring their content is tailored to their unique geography and culture.

  • Easy to use CMS for admins to keep websites optimized and up to date

  • Responsive platform for different languages, culture, and product variety

  • Ability to create unique content for their specific country or regional needs

RO!

In order for Wahl to keep up with their growing global markets, it was necessary to create a website that could not only grow with expanding country content, but also scale when Wahl entered new countries. It was imperative for us to build a flexible website that would maintain brand consistency while accommodating Wahl’s continued growth in new and existing markets.

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Websites

Built Internationally

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Languages

Optimized for

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Admins

Within the CMS

APPROACH

Discovery & Research

After a thorough competitive analysis and several one-on-one stakeholder interviews, we gathered a full list of features necessary to meet each country’s website requirements. It was crucial that we understood how to organize a website to meet the needs of different countries and category priorities in the beginning phases of this project. Throughout this process, we also tested with consumers to validate the overall site information architecture (IA), as well as overall usability.

The targeted audiences are professional hairdressing, consumer home grooming, and professional animal.

Iterative Collaboration Between Teams

The seamless collaboration between client service, user experience (UX), design, and the development teams were crucial in the success of this project. We followed the agile method, which kept the team up to date in real-time with any changes. The success of this project required a full team of developers to share knowledge to successfully execute a well-functioning product listing page with filtering complexities, and to accommodate a variety of products across different countries.

We used the agile process with project management tools to move the project forward successfully.

The CMS

From the discovery phase, we identified a sizable gap between the quantity and quality of content from each existing market. Hoffman York was tasked with organizing the content and building the environment where it would all live. As with any website build, the selection of the content management system (CMS) is an incredibly important decision. We selected Kentico because of the overall needs of Wahl’s global country managers, existing content, and capacity for additional future content.

Kentico content management system (CMS) dashboard.

Design System and Content Guidelines

This guide was intended to show internal teams the components library and guide admins when to use which modules within their site to create a seamless brand experience for consumers. By following the best practices guide, different regions were given the flexibility to create their own website catered specifically to their culture, languages and various products, while still maintaining the consistency of the Wahl Global brand.

Design system including components, modules and templates.

Agile Content Entry

Each country had varying levels of resources allowing them to begin work on updating their websites. Many country site admins had little exposure to website development projects. Knowing content creation would be a time-consuming task, we incorporated a strategy that would allow our development team to build the web components while simultaneously allowing country managers to create content. We were able to accomplish this by utilizing a tool called Gather Content. While our developers built custom modules on the site, the site admins were able to create content that would live within the Gather Content modules.

Top of Wahl Global site homepage hero image that says "Experience the Difference"

Training Regional Admins Across the World

The most exciting yet challenging aspect of the project was developing relationships with the dozens of site admins and teaching them how to use their new website CMS. Our goal was to empower each admin to become the expert in the back end of their country’s website, so they were not required to rely on our team for ongoing updates. After weeks of late night and early morning calls spanning across global time zones, we can confidently say we provided each admin with ample training to lead and manage their web content specifically tailored to their geography.

Kentico content management system (CMS) interface.

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