“Meet the customers where they are.”

That value has served Haworth well over its near 70 years of business.

The furniture design and manufacturing company uses a network of dealers to meet the needs of commercial customers in more than 170 countries. In 2012, the marketing team at Haworth saw an opportunity to reach a new audience – individual consumers – through technology. They decided to create an Ecommerce website to sell their extensive offerings in a simplified format. 


Our Process


Building a new Ecommerce engine comes with plenty of unknown. As we spoke with Haworth, we listened to why they wanted to start this project and what they hoped to achieve. We continued to study their workflow and systems to create a plan that accounted for the nuances of their business.

Their priorities included: 

  1. Tracking hundreds of thousands of model numbers.
  2. Visualization for online ordering.
  3. Integrating the data between their ERP and other systems.


Once we had worked through the research, we began forming a plan with the Haworth team. With so much data to consider and multiple integrations to manage, a comprehensive architecture was vital to the success of the project. 


Based on the roadmap, we began the key activities for this project. 

Custom "Configurator" for Custom Products
Haworth selected the Sitefinity Content Management System (CMS) as the basis for how they would manage their website and build new pages. Our Sitefinity-certified developers used that platform to build a custom “configurator” which walks customers through the process of selecting their product style, color, and any other variation. When an order is placed, we built the website to replicate the SKU numbers that Haworth already uses to track products and initiate production. 

Real-Time Visualization
The decision to purchase a piece of furniture is made up of dozens of tiny decisions. One of the best ways to simplify this process is through visualization. Our challenge was to display each product variation the moment a customer clicked to see it. We set up Adobe Scene 7 to store and display the many visual possibilities of a product. A customer can see the product as they change a color or add an enhancement. To help the customer picture that product in his or her space, we built an augmented reality mobile app where furniture could be display on any scene captured by the device’s camera. 

Integration with ERP, Analytics, and More
Haworth already had many systems they relied upon for order fulfillment, customer relationship management, analytics, and tax calculations. To ease of their workload, we built integrations between the Ecommerce site and these other systems. For example, when an order was placed online, it would need to prompt the order fulfillment straight to SAP and calculate the estimated delivery time for a customer. 



By simplifying the management of this website, we strengthened a relationship of confidence and trust with Haworth that continues today. Haworth now uses the Sitefinity Enterprise Edition to manage multiple websites and relies on our expertise to work with them to support these sites.

Award Icon

Sitefinity Website of the Year

For three years running, our clients have won the "Website of the Year" award from Progress Sitefinity.

We couldn’t be happier with how the Haworth online store turned out. The ultimate proof is the strength of sales that we have been seeing. Tom DeBoer, Haworth

Sitefinity Certified Developers Icon

Sitefinity Partner

Certified Developers and CMS Consultants for Sitefinity Content Management System and Digital Experience Cloud.

We provided Haworth with solutions by:


  • Implementing the Sitefinity CMS
  • Building a custom system for generating orders online
  • Creating a 3D visualization tool with Di technology
  • Using Adobe Scene 7 to provide visualization of product variations
  • Integrating the website with SAP, Canto Cumulus DAM, and Avalara Tax
  • Training content owners at Haworth



  • Stakeholder & SME Interviews
  • Business Process Evaluation
  • Competitive Analysis
  • Review Existing Documentation
  • User Reviews
  • User Testing
  • Surveys
  • Analytics Review

We treat understanding with the utmost importance. The business goals, the problems, the pain points, and the potential—we’re here to understand them all. Insights drive and guide our every move, so to attain them, we ask questions. We seek truth. We analyze. Then—and only then—do we move toward a strategy. 

  • Content Modeling
  • Voice & Tone
  • Content Workshops
  • Workflow & Governance
  • Aesthetics & Brand Position
  • Ideation & Conceptual Design
  • Page Template Layouts
  • Responsive Design
  • Strategic & Structural Design Brief
  • Domain Modeling
  • Object/Data Modeling
  • Taxonomy & Metadata
  • Systems Gap Analysis
  • Systems Evaluation
  • CMS Installation & Configuration
  • Enterprise Service Bus

With strong insights, we make sense of it all. We organize, optimize, and map the road to the ideal solution, focusing on long-term goals instead of short-term fixes. We take a problem and show how it can be solved – always aligning the business goal, user expectations, and best practices.

  • Content Entity Models
  • Content Workflow & Governance
  • Front-End Development
  • CMS Development
  • Inbound Campaign Development
  • Search Engine Optimization (SEO)
  • Salesforce Integration/Development
  • Analytics Instrumentation/Dashboard Development
  • Ongoing Training
  • Staff Augmentation
  • Editorial Content & Marketing
  • Content Governance Steering
A good strategy is only as good as the execution. For this reason, we assemble our experts intentionally—then we get started. We work with each other. We work with the client. It’s a collaborative process that keeps everyone on track, on budget, and on the same page. Once a project is complete, we stand by our clients’ side—for training, ongoing support, or the next step in their journey toward long-term success.