The objective 

Simplify and Optimise a complex B2B purchasing process, contributing to a transformation roadmap to make online ordering easier for B2B customers and to increase revenue for the digital channel. 

Ordering just got easier

15 missions scoped & analysed
2 visual language & design systems developed
189 screens designed


Our approach was focussed on empowering users with the information they needed, when they needed it, whilst maintaining an exceptionally simple interface that doesn’t overwhelm, nor complicate, the customer journey. The aim was to turn the buying process into a much easier one, and therefore, reduce confusion and friction, which in turn would raise conversions, and ultimately increase revenue.

The opportunity was to design the optimal application that would enable Heineken to continue to dominate this domain, increase adoption from existing customers through switching from traditional ordering methods to using the website, and acquire market share from competitors.

As leaders in online commerce, we delivered the best-in-class digital experience that respected the technical constraints of SAP Hybris 1905, thus, enabling rapid development of the new framework. Within the out-of-the-box features and functionality provided by Hybris, Digital Boutique supported Heineken’s in-house team, delivering a unique, and best possible customer experience when using Heineken Direct or Star Bars & Pubs (SPB) Online.

Through our in-depth analysis and agnostic approach to ecommerce frameworks, such as Hybris, we followed a structured process to identify the critical requirements and rapidly understand the level of flexibility available. With our vast experience in ecommerce technology and User experience design, we adopted an Agile process that reduced wastage and enabled the development team to work with limited interruption.

The collaboration involved a mixture of on-site workshops, remote sessions and virtual feedback that informed ongoing iterations. Furthermore, the end-to-end journey required numerous screens and micro-interactions. Defining and designing these ensured the development workflow was fast-tracked, flexible, and scalable. Accessibility was also an essential requirement for the project and all outputs Digital Boutique delivered met AAA compliance standards, ensuring the website is accessible to all.

Digital Boutique also identified and documented future state options. For example, advanced input on customising Hybris beyond its out-of-the-box functionality. These enhancements have been road mapped and will be developed in-line with the extension of the underlying platform integration/customisation capabilities.

This resulted in Heineken achieving their aim of fast-tracking development, whilst also capturing the added value capabilities and enhancements for future continuous improvements – strengthening their position as a market leader who puts their customers first. 

Why Digital Boutique

Digital Boutique was selected as the Heineken partner given our proven track record, and capabilities in delivering excellent results for tier 1 retailers, such as Liverpool Football Club, Swiss Re, Hitachi Capital, Guardian and Boots.

Heineken wanted to work with an agency that specialised in complex ecommerce transformation projects. Our experience guaranteed Heineken value from day one. By adopting a creative strategy and scoping process that uncovered opportunities, highlighted areas of ambiguity, and empowered developers to focus. 


Heineken is one of the leading beer and cider manufacturers, with digital playing a vital part in the future roadmap, their vision is to make the experience more convenient for clients to purchase.  

Digital Boutique was trusted by Heineken to assist with the development of a new B2B platform powered by SAP Hybris. The objective was to increase revenue through an enhanced experience and rapidly accelerate the development lifecycle.

The Challenge

The key challenges of the project can be summarised as follows:

  • Improve user experience, to increase online adoption from new customers, and to enhance the experience for existing consumers
  • Simplify and optimise a complex B2B purchasing process and user-journey, given all constraints.
  • Respect the constraints, features and functionality of SAP Hybris 1905 to fast-track development.
  • Achieve a deep understanding of the technical constraints and requirements to enable a rapid workflow from design to development.

Ordering just got easier

Within 18 weeks Digital Boutique delivered the following outcomes:

  • Designed best in class Ecommerce experience for key customer segments.
  • Design system that respects all devices, brand guidelines, usability, accessibility and fast-tracked development.
  • Effectively Integrated Digital Boutique teams with Heineken’s development processes, and provided Heineken’s in-house team with actionable inputs that facilitated an efficient development process.
  • Rapid implementation and feedback, while aligning to Heineken objectives, and ensuring the development team had everything required to hit forthcoming sprint deadlines, and the integration of advanced features.
  • Roadmapped user experience backlog for future phases of development.

15 missions scoped & analysed

2 visual language & design systems developed

189 screens designed