Since 1992, the IHK Academy for Munich and Upper Bavaria has trained companies across industry, trade and services — but its digital shop made finding and booking the right course harder than it should be. The relaunch aimed to increase sales by improving the entire digital customer journey: stronger online marketing mechanics, higher conversion and a modern experience on every device.
Hundreds of programs across topics and locations overwhelmed users looking for one specific course.
People arrive by topic, by location or by degree — the navigation had to serve all of them at once.
Users needed to compare similar offers side by side before committing to a booking.
A decades-old academy brand had to feel current without losing its established credibility.
Rather than expose the whole catalogue behind a search box, we designed the journey around how people actually look for training — by topic, by location, by qualification. Four moves shaped the path from first visit to confident booking.
A faceted navigation lets users search by training topic or by location, while services and information about the academy stay within easy reach.
Users reach the right area whether they think in topics, locations or services.
Popular and editorially selected programs are highlighted across the site — navigation flyout, tab modules with editorial picks and topic overview pages.
Curated and popular programs stay visible across the journey instead of being buried in the catalogue.
The course finder offers three entry points — degree, main topic, location — with live result counts at every selection. Course teasers show duration, lessons, location and available seats at a glance.
We led with a guided finder over raw search — marginally slower for power users, but far faster for the majority who browse by topic or location.
Preferred offers go into a comparison tool — up to three products side by side with course type, dates and benefits, so users commit with confidence.
A three-up comparison lets users commit with confidence and cut drop-off before booking.
