REWE Sustainability Platform
The REWE Sustainability Platform is the digital home for REWE’s commitment to sustainability. At the same time, it’s more than just a marketing website. It presents a complex topic in an accessible and understandable way. It explains how individual aspects of sustainability are interwoven. And offers knowledge and tips in a snackable format that goes far beyond marketing messages.
Company, client: REWE | Agency: Kamano | Role: Creative Content & Concept Lead | Website: http://nachhaltigkeit.rewe.de
Making intricate content easy to navigate
Together with UX designers, product owners and stakeholders within the company, I developed the information architecture for the new platform. This involved creating a comprehensive content mapping, developing a clear content structure, and logically organising existing and new topics. We refined this foundation as a team and in collaboration with subject matter experts. Insights from user research, sustainability expertise and the corporate perspective all fed into the process. Vague thematic links became relevant pages with coherent storytelling. And our platform became easily understandable, intuitively navigable and accessible to all.
Complex Topic, Helpful Content
Our vision was to offer easy access to the complex topic of sustainability. To achieve this it takes content that responds to real user needs and is genuinely helpful in everyday life. That’s why we went for interactive frontend modules, plain language, a relatable tone of voice, compact text snippets and friendly illustrations. I didn’t just write the platform copy, but also collaborated closely with designers and illustrators.
Modular Storytelling and Content-First Design
In order to design frontend modules that go beyond the standard, you need to know exactly what kind of content they will have to present. But without knowing the module design and its requirements, it’s hard to create matching snackable content. This cycle that can easily become a blocker for design teams. I bridged the gap between content and interface by developing content ideas from which we were able to derive design requirements. I made them tangible in conceptual wireframes or simply in a copybook. Flexible and efficient, depending on what was needed.
Accessibility Integrated
In phase 2, the REWE Sustainability Platform was specifically optimised for accessibility. I took care of the content implementation: from descriptive labels and concise language to alternative texts and transcripts. The WCAG guidelines posed more than a few challenges, as many content-related requirements are open to interpretation. What counts as “easy to understand”? Which image is “informative”, which is “decorative”? Most of those decisions are up to the author. In close collaboration with product owners, designers, developers and accessibility experts, I developed solutions that were understandable and accessible to all.
Conceptual Work As Team Work
I always see myself as a connecting element within a team. That was especially important for this project: with concepts that were developed from both a content and UX perspective, I was able to contribute a foundation the whole team could build on.
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