Digital strategy, product catalog and website for Gunnar Engstrand

The assignment

How do we make it easy for different types of customers — from industrial buyers to nursing assistants in healthcare — to understand, find and act? That was the core question when Gunnar Engstrand chose us as a partner to strengthen his digital presence with a new website tailored to its target audiences.

The assignment was to develop a long-term digital strategy, a structured and SEO-optimized product catalog, and a web solution that strengthens both the business and the brand — without compromising the user experience.

How we went about it

Digital strategy & customer journey analysis

The project began with a joint workshop where, together with the client, we analyzed the different target groups and their customer journeys. We identified three main user types:

• End users (e.g. in healthcare)
• Buyers & procurement officers
• Resellers

The insights showed that the traditional division into "healthcare" and "industry" is not sufficient – instead, content and product information should be structured based on needs and characteristics (e.g. absorption, particle filters, material requirements). This became an important shift in the work of designing both structure and content.

UX design and content structure for a smart product catalog

We developed a completely new content structure in which products are categorized in a way that matches users' different ways of searching – whether they arrive via Google, trade shows or internal purchasing systems. It was important that the structure guides the user and that it can grow over time. The goal has been to help the user make the right decision – and make it easy to take the next step.

Search function & filtering

A new, powerful search function makes it possible to quickly find the right product – with support for filtering by various parameters. In this way we have also accounted for an upcoming e-commerce solution.

Umbraco CMS – flexible platform for B2B and e-commerce

We built the website in Umbraco CMS, chosen for its flexibility, scalability and editorial simplicity. The platform is future-proofed for further expansion, with support for:

• Logged-in mode
• E-commerce functionality
• API integrations with business systems

We have optimized performance for fast loading times and high reliability – something that is crucial for both SEO and the user experience.

Design and visual style – clean, reassuring and professional

In the design work we focused on highlighting what makes Gunnar Engstrand unique: a combination of technical precision, a service-minded approach and a genuine understanding of users' needs – whether they are on a factory floor or in an operating room.

Visually we wanted to create an expression that feels clean, professional and modern – without becoming impersonal or clinical. This is a company that solves real problems with both speed and expertise, and that should be obvious as soon as you land on the site.

We also designed the website to support large image formats and clear typography – creating a calm, accessible and confident experience. The result is a website that not only feels modern and well-balanced, but also conveys real-world competence, service and solutions that work in practice.

Results - A clearer, stronger and more usable digital presence

The new website has made it easier for customers to understand the product range, find the right product and get in touch. The guided product catalog and improved structure have elevated both the user experience and visibility in search engines.

At the same time, the editors have gained a flexible tool in Umbraco, where content can easily be updated and adapted. The platform is also prepared for future features such as login, e‑commerce and system integrations – making the website an active part of both brand building and business support.