The BASF Brand Hub for agricultural solutions in EMEA / GROW Design System

Three questions to the project team

What was the particular challenge of the project from a UX point of view?
The primary challenge of the project was to create a user experience that effectively engaged BASF designers from the very beginning, guiding them intuitively to the most content-relevant pages of the website. This involved establishing clear and logical navigation while ensuring a smooth reading flow, allowing users to easily navigate through the content.

Another key focus was to implement features that would enable users to quickly find specific information within the Brand Hub and share it effortlessly with their colleagues.

Additionally, integrating the Figma Library into the Brand Hub presented a unique challenge. The library needed to feel like an integral part of the Brand Hub and serve as a toolkit for designers in their work.

What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
Agile project development enabled us to make the best decisions for the product at every step. Short-term changes were easily added to the release plan, allowing the MVP to evolve into the MLP.

A key moment came when the team realized the Brand Hub is not just a vital content collection but also the first touchpoint for designers with the brand. This inspired us to make it tangible with animations, clear structure, and fast, simple operation. The Brand Hub inspires from the start, creating a direct link to the brand and impacting every project.

We also planned to include design components as a Figma prototype to explain animations and behavior, but integration failed due to cookie settings and data storage issues on Figma’s side.

Where do you see yourself and the project in the next five years?
We view digital services and products as living entities. The product roadmap for the Brand Hub includes onboarding additional target groups, expanding its content and scope. The overarching goal is to develop a consistent digital brand language across all applications, enabling user-centered and clear communication.

In parallel, we aim to regularly update and enhance the Figma Library, integrating new design trends and requirements to ensure the system remains versatile and future-proof.