Danziger is one of the world's leading floriculture companies. They breed, develop, and market over 600 flower and plant varieties to customers in more than 60 countries, with production facilities in Israel, Guatemala, Kenya, Colombia, and Ecuador. 1,500 employees, including an in-house team of web developers, designers, marketing professionals, and branding specialists.
A company of this scale doesn't need an outside agency to build a website - they have all the tools. Yet they came to us specifically for one thing: website strategy. They understood that their problem wasn't technical or visual - it was strategic.
Over roughly 50 hours of strategic UX work, we researched Danziger in depth - their market, competitors, and target audiences. The most significant finding was that Danziger has two fundamentally different audiences, and for decades the company had been addressing both in the same way, without differentiation.
Bedding plant growers - nursery owners all over the world, from the Netherlands to Thailand. A broad and diverse market of thousands of customers in varying sizes.
Cut flower growers - a small number of large-scale companies with hundreds to thousands of employees. Only a few hundred such companies exist worldwide, and Danziger already knows them all personally.
Addressing these two audiences with the same marketing language is like drafting the same ad for the CEO of an airline and the owner of a neighborhood plant shop. The same words simply don't work for both. And this wasn't just a website problem - the company's entire marketing communication suffered from the same issue.
The "lazy" solution you see on many websites that serve two audiences is a pair of big buttons on the homepage - "Pot plant growers click here / Cut flower growers click here." Data shows this isn't optimal, and for a company like Danziger it definitely doesn't fit.
Instead, we designed a homepage built as a single unified flow that works for both audiences simultaneously. Regardless of which audience the visitor belongs to, they immediately understand where to focus and what to do. The elements are the same - a pot plant grower notices one thing, a cut flower grower notices another, and each takes different actions as they scroll.
Alongside this, we created separate content worlds - internal landing pages that can be linked directly from audience-specific conferences or targeted emails. This way, the marketing team can address each audience in its own language instead of everything being blended together.
Beyond the UX strategy and wireframes, we also provided Danziger with detailed SEO consulting for their existing website - a comprehensive report showing what needs to improve in how their product catalog is managed for organic search.
What started as a website UX plan turned into something bigger. The audience separation didn't just change the site's structure - it changed how Danziger's entire marketing team thinks and works. Suddenly it was clear how to write newsletters, how to plan conferences, and how to address each audience precisely.
The Danziger project illustrates why companies with full in-house teams bring us to the table: not for the execution, but for the thinking. Sometimes you need an outside perspective to see what's hard to see when you've been inside for decades.
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