W.Legutko
Implementation of a corporate website for a leader in the horticultural seed production industry
Market leader in the production of seeds and garden bulbs
The W. Legutko brand was founded over 30 years ago by Dr. Wiesław Legutko. Today, it is a leader in the production of garden seeds and bulbs in Poland. When we began our collaboration two years ago at the initiative of Vice President Joanna Legutko, the company had a strong market position, but was already thinking ahead, taking a significant step into the future.
Website as an element of rebranding
Together with Grant Thornton, represented by partner Małgorzata Kuik, our branding firm implemented a strategic and creative project aimed at rapidly increasing the value of the W.Legutko brand. The company underwent a comprehensive rebranding process, which you can read about in our B4F portfolio:
https://brand4future.eu/en/portfolio/w-legutko-3/
Pre-implementation work, high-fidelity mockups, and documentation
We divided the corporate website design process into several stages, each with a milestone, during which we worked with the client using a workshop approach:
Step I – preparing a conceptual design of the home page (in hobby and b2b versions), the hobby page was dedicated to B2C customers buying seeds in bags, while the b2b page was dedicated to wholesalers and foreign customers buying seeds in bulk, i.e. as high-quality raw materials (W.Legutko sells seeds in over 67 countries around the world)
Step II – corrections and refinement of the home page in mobile and desktop versions
Step III – designs of the remaining unique views in the desktop and mobile versions (divided into two main user paths: 1. The Amateur Gardener Path and 2. The Foreign Customer Path buying seeds as a raw material).
Step IV – preparing clickable mockups in Figma and supporting documentation (1. Content specification 2. Editable and non-editable specifications)
On the brand’s website, we reconciled functional needs (e.g., a careers subpage or product presentation) with visual elements related to the new branding (showing changes over the company’s 30-year history and preparing for trade shows).
In total, over 50 unique views and 22 additional ones were created.
Desktop and mobile implementation
The implementation of the W.Legutko website was carried out at a very express pace, because the deadline was the opening day of the Gardenia Fair, where the new branding was presented (new logo, new visual style).
For this purpose, we assigned a larger team of people to the implementation, and the entire implementation process, including testing and content introduction, took 6 weeks.
We divided the implementation work into sprints, with two teams of front-end and back-end developers working simultaneously to accelerate the implementation process, each working on the hobby and b2b subpages. Each sprint lasted 5 business days, including: 4 business days for developer work, 2-4 hours for QA testing by the tester, and 4 hours for client-side testing. We monitored all work using the Monday.com system.
After completing the implementation, it took us approximately 4 days to enter the content, test it, and submit it for acceptance.
Content on the website
W.Legutko has incredible potential – it just needed to be captured and showcased. Our goal was to showcase the authenticity of the owners and their team of over 350 employees. Their work is hard, but the result is beautiful and healthy plants.
We recorded a series of educational videos: #Pieknierosna (about flowers and ornamental plants) and #Zdroworosna (about vegetables and their impact on health). We conducted a photo shoot presenting the company and a second session with young Masterchefs for the #Zdroworosną campaign. We developed the script, recorded, and edited the corporate video and short videos needed for the website (introducing the team and presenting the owner’s vision). Content development took many months, as it depended on the seasons and weather.
Development activities and subpages of the #ZdrowoRosną Program
Implementing a website for a company that operates in multiple markets and areas of activity is just the beginning. The key task is to actively publish and develop its features to become a strong sales tool for the brand. In the case of W.Legutko, we introduced a video blog, dedicated subpages for specific occasions, and updated the graphic design, for example, to a spring or Christmas theme.
The development work included the implementation of extended websites for the #Zdroworosna campaign and the lottery.
Read more about the #Zdroworosna campaign and lottery website: https://www.efresh.com.pl/en/portfolio/w-legutko-lottery/
Preparing for website publication
Before publication, we carried out a number of works to ensure the quality of the website in several language versions.
- BETA version – created as a ready-made mechanism to be operated by administrators and editors on the client’s side, it had full functionalities, the client worked on this version, supplementing and expanding the content
- training and support for the administrator on the client’s side in the BETA version – we trained the customer service department and provided assistance during the learning period
- manual testing in a test environment, including forms, social media links, external integrations – e.g. sending queries to the export department
After preparing the production environment (LIVE), we migrated the website, including in particular:
- Exporting the database and files from staging
- Importing to the production server
- Checking permalink structures
- Setting an SSL certificate + enforcing HTTPS
- Setting backups (cyclical backups + backup immediately after migration)
- Enabling caching – after testing website performance
- Optimizing loading speed (CSS/JS minification, lazy loading, image optimization)
- SEO optimization, launching remarketing databases, website measurement – Google Analytics, Google Tag Manager
Post-implementation
support
We provided warranty support for a year and then handed over ongoing service to the client’s IT team.
During support activities, we maintain our standards of work culture and knowledge continuity, i.e.:
- We periodically upgrade the .php and WordPress versions (every 2 months).
- We periodically upgrade plugins, e.g., language versions (every 3 months).
- Development work is conducted in a 1:1 test environment with the LIVE version integrated with the test environment.
- All graphic changes are first implemented on clickable mockups in Figma (master) and checked for impact on UX.
- We maintain a code repository on Bitbucket.
- We add development features and, upon client request, implement automated tests.
Reference letter
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