Conti Rolls Out New Look Websites

Following a three-month trial phase Continental AG has revised the layout and design of its websites, improving their user-friendliness. By the end of the year, a total of around 50 websites in various languages will be adapted to the new style and format. “The aim is to improve the information, while at the same time increasing the websites’ entertainment capacity and emotionality, and thereby strengthening the identity of the Continental brand”, says Monika Andrae, director of Online Relations at Continental and project manager. “Secure and convenient navigation around our sites is just as important to us as the quick and easy retrieval of information.”

The use of multimedia objects, such as Flash applications, animations and short films has much been much increased, giving users a completely new browsing experience and they are intended to act as a guide through the site’s many component areas. The larger number of pictures on the newly designed sites also aids this. “We made sure that content can be found more quickly and intuitively with the new layout”, explains Andrae. “Visiting our websites should be both informative and entertaining at the same time.”

In collaboration with various German agencies, Continental commenced the development and conception of its new websites early this year after regular user surveys, external assessments and internal suggestions revealed the need for action. “Developing [an] entirely new user navigation within the scope of our design guidelines posed a particular challenge”, stresses Dirk Rockendorf, director of eBusiness in the Passenger and Light Truck Tires division and project member. “The visitor moves through the various websites of the divisions and business units of the Continental corporation with just a few mouse clicks.”

In just three months, in the second project phase, the new concept was realised and integrated into the CoreMedia content management system that Continental has been using for the past six years. “Through the increased use of the existing component system and through the enhancement of the flexible templates, it is now significantly easier to create new websites without incurring additional external expense”, says Andrae of the corporation-wide synergies. “However, different document types leave sufficient freedom to guarantee the individuality and thereby the recognition value of each individual site,” she concludes.

The Continental websites can be found at www.conti-online.com.