Work / 01
B2B2C platform · 700+ people across Europe and the Americas
Information and messaging architecture a whole leadership team supports. Their web vendor is now implementing it.
“The work you’ve done has been super valuable in shaping our thinking.”
March to June 2026 · captures taken 2026-09-28
Published with Mehrwerk’s permission.
Left: mehrwerk.com/en/ as it loads today, at the moment its animated hero completes its tagline. Right: the reference build, captured the same day at the same size. Both in English.
Cognitive psychology, not opinion
Why this homepage was built the way it was, in the rationale I delivered to Mehrwerk.
What the design aimed for
Pre-verbal arousal: the nervous system registering trust, relevance, and forward momentum before the analytical mind engages.
For Mehrwerk: a buyer registers “a real platform for companies like mine” within 50 milliseconds.
Checkpoint 01 · First 50 milliseconds
The visitor has not started reading yet. The page either registers as “a real platform for companies like mine” or as “something I should scroll past.”
Left: the same two first screens on a phone. Right: their desktop first screen between 1.4 and 13 seconds, as the message arrives a word or two at a time. Captured 2026-09-28.
Decisions
Clear the fifty-millisecond trust gate so attention switches on at all.
Free the working memory the reader needs to process the page at all.
“Modular B2B2C Platform for Value-Added Services” lands with the logo, so a visitor knows what kind of company this is before reading the headline.
Design for what the reader actually does, not what they would say they want in a focus group.
“More value. More customers. More revenue.” matches the prediction a buyer arrives with instead of violating it.
Make the page easy to read so the content feels true.
In the hero, the eyebrow, the headline, the proof numbers and the button are Mehrwerk green; the rest is off-white on blue, so the eye goes to what you get and what to do.
Clear the fifty-millisecond trust gate so attention switches on at all.
Free the working memory the reader needs to process the page at all.
I didn’t write new messaging. I took what their 30-second video spelled out word by word, and what the leadership already had, and set it as the headline and text.
What should change
Visitors should place Mehrwerk as a “peer-grade B2B platform” within the first page load, and warm traffic from the partner network should recognize it on arrival.
Check after launch: homepage bounce rate, against the current site.
Paste-ready line
“The first fifty milliseconds is when visitors decide whether the site is worth their attention. I engineered that fifty milliseconds.”
Checkpoint 02a · First 30 seconds
The visitor has committed to reading. They need proof that Mehrwerk actually operates at the scale the hero claims, and a way to see their own business inside the model.
Decisions
Free the working memory the reader needs to process the page at all.
Embedded. Optional. Card-linked. Three bites instead of a paragraph, inside the three to five items working memory holds.
Structure the page so the right action is the easiest action.
The three ways are shown the way the buyer’s own customers would meet them: a premium account that counts the month’s savings, an offer when a flight is booked, a card that pays back on its own.
What should change
Buyers should be able to qualify themselves inside the first thirty-second read, with the commercial question already half-answered.
Check after launch: the share of visitors who scroll past the three ways.
Checkpoint 02b · First 30 seconds
The second half of “Is this real, and is it for us?”: the visitor needs a way to see their own business inside the model.
Decisions
Design for what the reader actually does, not what they would say they want in a focus group.
Free the working memory the reader needs to process the page at all.
Six industries on one side, households and partners on the other, the platform in the middle.
Design for what the reader actually does, not what they would say they want in a focus group.
EWE runs it embedded, auxmoney optional, clanq card-linked, each with one result beside its name, so a buyer finds the way that matches their own product.
What should change
Visitors who aren’t a fit should be able to tell early and leave before they take up sales time, so the sales team works a pipeline with less noise.
Check after launch: the share of contact requests the sales team rates as a fit.
Paste-ready line
“The proof layer answers ‘is this real, and is this for us?’ without a salesperson having to be in the room.”
Checkpoint 03 · The full session
Trust is cumulative. Every inconsistency, every cognitive re-calibration, every moment of “huh?” is a small withdrawal from the trust account built in the first thirty seconds.
Decisions
Structure the page so the right action is the easiest action.
Their cards put three named people forward, with photos, as the contacts. Here each path names its next step instead: “book a call”, “start a partner conversation”, “see open roles”.
What should change
A visitor who reaches the “schedule a conversation” button should have met nothing that made them stop and re-read. The decision to reach out should feel earned, not pushed.
Check after launch: how many visitors who reach the contact section start a conversation.
Paste-ready line
“Trust is not built at the CTA. It is built in every pixel between the first impression and the decision.”
The brand, kept and put to work
From the delivered rationale: the new homepage rebuilds the first two checkpoints “without touching the brand’s established voice or color system.”
Their brand today
The giraffe, the green box and the angled section edge from mehrwerk.com, carried into the new homepage’s platform section.
Make the page easy to read so the content feels true.
The diagonal cuts are the signature Mehrwerk already uses in its logo system, carried into the page structure.
Their own sentence names Cashback and Lifestyle & Protection; the new homepage gives the two categories their own section.
Green, with the plus, as on mehrwerk.com (“contact us +”), applied to the new homepage’s main call to action.
Added for the new homepage: a moving hero background, phone and card mockups, two tints of their blue.
A new first impression without a rebrand.
The method
Free the working memory the reader needs to process the page at all.
Clear the fifty-millisecond trust gate so attention switches on at all.
Make the page easy to read so the content feels true.
Design for what the reader actually does, not what they would say they want in a focus group.
Structure the page so the right action is the easiest action.
Result
Their web vendor is now implementing it on the architecture I defined.
Paid engagement: a homepage concept, a reference build and a public design rationale.
For branding, brand development and marketing strategy.