Client
Activia is an international fermented dairy brand in Danone’s portfolio. Present across multiple markets, it uses its website as a key channel for communication and audience engagement.
Goals & Objectives
At the outset, the website primarily served a brand-awareness and informational role, focused on the blog, academy, and product announcements. The core objectives were structured content presentation, clear navigation, and convenient content updates for different audience segments.
As the platform evolved, there was a need to scale it into a полноценна platform. It was expected not only to inform but also to support interactive scenarios, increase user engagement, and provide tools for launching marketing campaigns and audience retention mechanics.
Work Process
We approached the project as a gradual platform evolution rather than a one-time redesign. Initially, together with the client, we identified key interaction scenarios: content consumption, participation in campaigns, and regular user return. Based on this, we designed a modular architecture where content and service functionalities are separated but operate as a unified system. A dedicated milestone was the implementation of the “Gut Health Tracker” as a standalone user interaction module. For marketing needs, we designed a universal campaign engine that enables configuration of participation logic and scenarios without changes to the core platform.
We also focused on content management usability: the structure was made максимально simple for the client’s team, ensuring that new materials and updates can be published quickly and without technical barriers. During development, we accounted for load, stability, and security requirements, working iteratively with regular validation of solutions together with the client.
Results & Effectiveness
The website evolved into a multifunctional platform combining content, service modules, and marketing tools. It enabled rapid launch of new campaigns, including “21 Days with Activia,” without requiring changes to the core architecture. The content layer became manageable and flexible, allowing fast updates and scalable site structure.
The health tracker and campaign mechanics increased user engagement with the brand, while the platform gained a solid foundation for further growth and feature expansion.
