Hellagro.com
Transforming Hellagro’s online experience with a comprehensive redesign for enhanced functionality, speed, and user engagement.
HELLAGRO S.A. is a leading trading house and producer in packaging materials and agricultural supplies in the Greek market. Established in 2001, the company has experienced continuous growth, developed its own brands, and excelled in customer satisfaction. Serving major industries such as food processing and packaging, HELLAGRO operates with a focus on close customer contact, needs assessment, and providing a wide range of solutions and added value services. Their commercial activities span Europe, Turkey, the Balkans, Cyprus, the Middle East, and Africa. In 2011, HELLAGRO was awarded by ICAP as one of the fastest-growing companies in Greece.
HELLAGRO approached PRAN with the goal of overhauling their existing website to create a more functional, user-friendly platform that could better serve their diverse clientele, including major industries and renowned food processing and packaging companies. The primary objectives were to enhance product functionalities, streamline navigation, and significantly improve the overall user experience (UX) and user interface (UI).
The existing website was outdated, with a complex and cluttered structure that made it difficult for users to find the products they were looking for. Additionally, the Network page was not user-friendly for the sales team and clients, further complicating the user experience. HELLAGRO needed a website that not only showcased their extensive range of products but also facilitated easier product discovery and interaction.
The main challenge for PRAN and HELLAGRO was to completely reimagine and restructure the entire website, particularly the product categories, to enhance user experience. Updating product images and adding detailed technical information were crucial steps to improve product visibility and usability. Importing thousands of products from an Excel file into the new system posed a significant technical challenge. Additionally, ensuring the website maintained high-speed performance while adhering to SEO best practices was critical to meet the client’s requirements. Another challenge was redesigning the Network page to make it more functional for the sales team and clients, ensuring all elements of the site were user-friendly and intuitive.
To address these challenges, PRAN employed a collaborative approach, working closely with the HELLAGRO team to gather feedback and understand user behavior. The team developed low-fidelity wireframes and new customer journeys to align with the audience’s needs. Using an atomic design approach, PRAN created modular components, allowing HELLAGRO to build and modify pages independently. The custom PRAN Core Theme was utilized to ensure high performance and ease of management. API integrations were implemented to connect the website’s forms with HELLAGRO’s internal ERP and HR systems. Throughout the development process, rigorous testing and quality assurance ensured the website launched with zero bugs, meeting all performance and usability criteria.
Achievements
“Working with PRAN on the Hellagro.gr website was a fantastic experience. They took our vision and turned it into a stunning, functional site that our partners and users love. The speed and performance improvements have been a game-changer for our business. PRAN’s team was attentive, innovative, and a pleasure to work with. I wholeheartedly recommend their services.”
We selected a color palette that honors the existing brand while enhancing visual appeal. Primary colors include Dark Jungle Green, Stone, and Light Green, creating a professional yet vibrant look. Secondary colors like White, Azureish White, Bright Gray, Opal, Shadow, and Dark Vanilla were used to distinguish categories. We chose Roobert Pro as the primary font, supporting both English and Greek, with two weights for clear content hierarchy. This combination of colors and typography ensures a cohesive, engaging, and readable user experience, aligning with HELLAGRO’s brand identity.
