UX Design in B2B with a Future: Leipziger Messe Relies on Living Style Guide to Optimise More Than Just Its Website [Success Story]

Whether it is the »Touristik & Caravaning« fair for travel enthusiasts, the »modell-hobby-spiel« fair for children of all ages or the traditional book fair in spring: Leipziger Messe offers a wide variety of popular events. In order to make the website of Leipziger Messe even more visually appealing and modern, the dotSource user experience design team was brought on board.

The highlight is that the elements of the new design can be used not only for the website of Leipziger Messe, but also for different events – in line with the respective corporate identity (CI). The result is an all-round consistent and user-friendly online presence.

UX Design in B2B: Fresh Look for Leipziger Messe

As a trade fair city, Leipzig has a centuries-old tradition. However, Leipziger Messe, one of the ten leading trade fair companies in Germany, knows that you cannot rest on your laurels in the fast-paced event industry. Together with dotSource, the company has geared up for the digital future. The core element is the newly designed website as a central customer journey touchpoint for exhibitors, trade fair visitors as well as service providers and stakeholders.

Leipziger Messe wanted a unique modern online presence that respects the existing CI and develops it further. For this reason, the new website design brings the striking blue of the famous logo with the »double M« to the fore, ensuring Leipziger Messe’s brand recognition by doing so.

In line with this, the dotSource user experience design team developed a fresh look with a clear navigation structure, restrained typography and a better overview. In addition, new features such as a comprehensive calendar of events were integrated into the website.

UX Design in B2B: Versatile Thanks to Living Style Guide

However, the online presence of Leipziger Messe is far more comprehensive. Depending on which trade fair is planned, individual websites for the respective events are created. That is why the design concept acts as a kind of modular system consisting of different design elements.

The main colour of the website changes according to the CI of the respective event. This means that the design also works for other trade fairs. Thanks to its modular structure, it can be easily changed by Leipziger Messe and, above all, used effectively in the future.

As a central collection of all the components of the new web design, dotSource developed what is known as a living style guide. This makes it possible to keep an overview of all the design components in the back end of the content management system, to easily create new subpages and also to vary the colours on a client-specific basis.

UX Design in B2B for User-Friendly Websites

Find out in our brand new Leipziger Messe success story how to

• represent your company with a modern online presence
• benefit from a living style guide as part of your brand identity
• create enthusiasm among your customers with a fresh look and feel

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