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Basware Case Study


Basware is a global, cutting edge, user-experience focused website for the world’s largest Financial Software supplier. This award-winning site has already achieved 30% increase in conversions, 38% increase in traffic and 64% increase in average session duration.

Basware.com is a cutting edge, user experience focused website, created using modern atomic web design principles designed with acquisition and lead generation in mind. The site is the first step in Basware’s unique partnerships with global corporate giants including McDonald’s, Heineken and Panasonic across 50 countries and a project Greenwood Campbell were honoured to be leading.

Complete digital transformation

The aim

Basware were undertaking a complete digital transformation of their entire business including a total rebrand, internal communications and culture. As a global software company it was essential that their website and digital strategy was cutting edge and leading the financial market. Their development was being held back by their current site which was outdated, ineditable and unanalytical. They required a site which focused purely on acquisition, lead generation and analytics.

It had to be a UX-first focused build - every decision down to the placement of a paragraph or colour of a button needed to be fully supported and analysed by user research. It was important to keep in mind that in the future the website may need to be scaled up and connect with their own products.

Lars Madsen

As part of our Digital transformation journey, we required an innovative website which encapsulated the characteristics of Basware whilst focusing on lead generation and conversions. Greenwood Campbell applied sophisticated UX methodologies and research as the foundations, gradually evolving and building the layers to create a slick, immersive and user-centric experience for our customers.

We were impressed with the design options presented by the Greenwood Campbell Team and the partnership demonstrated to deliver a complex, UX orientated Design and Build project on time and on budget.

Lars Madsen
Chief Marketing Officer at Basware
Basware user experience

UX Testing

Greenwood Campbell spent three months conducting in depth user research. We conducted user surveys at the Basware Connect conference, talking directly to their clients and partner base and analysing their user habits on the current site. Next we completed Tree Testing - to validate that the stepping stones we were proposing were logical, accurate and recognisable. Then we focused on card-sorting to decide which basic categories should be used. This insured we didn’t waste time investing in a feature such as live chat, if users found it to be of little importance.

We ensured the user was getting what they needed from the company - not the company getting what they needed from the user.

Rebecca Hugo - UX Researcher
Greenwood Campbell

Atomic Web Design

We decided to create interactive wireframes focused on Atomic Web Design. We were able to break down components such as call to actions, communicating images or testimonials into an organism library - creating three or four options for each.

By doing this we were able to create a fully functioning prototype for user testers to fully engage with, without any build required. Users were questioned on their experience - “How easy did you find your journey?”, “Did you want to be sold or suggested other items?".

An old error of web design is to spend months designing every individual page. Creating an organism library made the process much more flexible, collaborative and efficient.

Marek Mis - Head of Creative
Greenwood Campbell

The result

Basware website presented on a mobiel device

In what would otherwise be a dry industry and service, we’ve created something engaging and exciting.

We concentrated on what the user knew - they had something they wanted to achieve. We spoke to them in a language they understood, providing them a solution rather than selling them a product and allowing them to discover and explore at their own pace.

The site has been named one of Kentico’s Top 10 Monthly Websites and was nominated for the CSS Design Awards Site of the Day and Awwwards Site of the Day. It has achieved a 38% increase in traffic, an amazing 30% increase in conversions and a 64% increase in average session duration.

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