Design thinking, user journeys and personalized user flows. The expectations for the website design process were set high. The work started with defining the long-term ambition for the Suominen website. The needs of the website stakeholders and their user journeys were uncovered and defined. A vital part of the process was to create a product catalogue that improves the presentation of the various products. Through filtering and tags Suominen can create personalized user flows, improve the user experience, and increase conversion rates. The new website is developed on Optimizely DXP, and Kraftvaerk is supporting Suominen to utilize the modern features of the platform. Sustainability is an important focus area for companies in the nonwoven industry. The importance is reflected in Suominen’s vision and business strategy and with sustainability as a competitive edge the new design gives a prominent positioning to the area. The new website is only the beginning. The roadmap for Suominen.fi is evolving as new needs arise from the business, but also from other stakeholders.