Bosch Home & Garden is one of Europe’s most recognized names in DIY and power tools, with a vast product range spanning power tools, garden equipment, and home solutions. Yet their digital presence was fragmented across markets, with outdated platforms and inconsistent brand expression. To create a future-proof digital ecosystem, Bosch needed a new responsive website, a unified CMS, and a rebrand that could merge product catalogues with content-driven community features.
2017 - 2018
DIY, E-COMMERCE
2 VISUAL DESIGNERS, 2 UX, 1 SCRUM MASTER, 2 REMOTE DEV TEAMS, 1 PROJECT MANAGER
scope
While Bosch is known worldwide for engineering quality and reliability, its Home & Garden division struggled with a digital experience that hadn’t kept pace with customer expectations. Multiple sites, legacy systems, and separate DIY communities diluted the brand and confused users. Working with Experience One in Berlin, I worked as senior UX designer to deliver a responsive, content-driven platform and new design system that brought together over 100 product guidelines into a consistent, customer-centric experience.
User Generated Content to rebrand DIY
We reimagined our entire digital landscape to align with Bosch fresh brand vision: "Home Made By You." We took a deep dive into our existing website content, dissecting its intricacies and engaging with our users to understand their favorite pathways. Recognizing our users' strong passion for DIY, we decided to create a vibrant digital community driving traffic to our e-commerce platform.
Over seven months, we carefully defined a content strategy that connected an off-the-shelf UGC platform to the core of the Bosch digital ecosystem. This strategy included blogs, product reviews, events, and DIY projects, all carefully curated by our Bosch editorial team or selected from user submissions.
a new, company wide design process
At Experience One, our design-centric collaborative approach spearheaded internal changes at Bosch, where we ran stakeholder interviews, delivered workshops, and visualized process and journey maps in Stuttgart before driving UX efforts in Berlin alongside the UI and Visual Team.
from strategy to design system
When Bosch and its partners approached Experience One, they had over 100 different brand guidelines; to address this, we teamed up with Bosch's Corporate Design Division and Bosch.IO to create the Bosch Brand Guide – a centralized, digital hub built on Frontify, enabling seamless teamwork with its intuitive WYSIWYG interface.
Frontify helped achieve a consistent web presence across Bosch’s many departments but also made brand guidelines accessible and user-friendly for designers, developers, product managers, and brand managers alike, ensuring global adoption and consistency across digital products and services, from landing pages and e-commerce sites to connected-home apps.
website audit and information architecture
With Experience One’s strategy and design team, we took a deep dive into Bosch’s existing CMS, product range, and content structure. Together with an external development partner, we defined a new database architecture and filtering logic, while ensuring it could scale with future product lines and services.
The new product hierarchy was informed by insights from GfK, grounding the design in real user behavior and search patterns.
Two workstreams ran in parallel:
Product Database – designed and specified by Experience One, developed by an external partner to manage complex data relationships and product variations.
Site Architecture – reimagined structure and navigation to make the experience intuitive, modular, and user-first
The new Bosch Home and Garden website really showcased the magic of putting users first. We made it easy to find products and services thanks to a new nav and semantic search system, refreshed the product taxonomy, spruced up the content layout to make it even more engaging, and seamlessly blended in all the cool projects from our DIY communities in France, Germany and Italy.
fostering a DIY community to power rebrand
Bosch is not only a power-tools sales giant. It now inspires and helps people realize their DIY dreams.
Plus, we brought in multiple product catalogues and some behind-the-scenes tech support like warranties, spare parts and personalised user subscriptions to make it all run smoothly. The fresh new look was a long-awaited makeover for the digital age. Traffic increased, back office operations run more efficiently, and sales improved.
As consultants, the Bosch team at Experience One inspired the client to finally embrace a customer-centric approach.
