Zukunftsinstitut has spent decades telling organisations how the world is changing. Then it had to change itself: away from printed studies and physical goods, toward academies, memberships, events and research sold online. The old setup, a homepage on one system and a shop on another, could not carry that. We merged both into a single custom build on Shopify Hydrogen and Strapi, so content and commerce live in the same place and the team can communicate in formats the old site never allowed.

The harder work happened outside the code. Years of internal naming had turned the offer into a map only insiders could read. We broke the structure down from the outside, read every product the way a first-time visitor would, and made recommendations to reframe each offering around what the customer gets rather than how the institute is organised internally. The work continues: right now, 97.8% of visitors arrive for the first time, and together with the team we are turning them into people who come back.