AI meets community - a refresh with impact

Customer

Awards

- 1x Gold
- 4x Silver
- 2x Bronze
- 1x Bronze

For 10 years, we have been supporting Migros in the further development of Switzerland's oldest online community. During this time, users' expectations of the platform have changed time and again.

In January 2024, we gave the community platform another refresh. That's when we introduced the first AI features for summaries and translations of comments.

To Migipedia The jury's verdict: Gold for usability

Migipedia at a glance

Present at eleven digital touchpoints
130ʼ000 active users
1.2 million reviews written, translated into four languages
140 million ratings retrieved in one year
100% more ratings compared to the previous year
Use of AI to serve customers even better

The challenge

Migipedia.ch combines benefits for users with added value for Migros. It has been an integral part of Migros' digital marketing for 14 years. The community should become more attractive and lead to more user interactions. It should no longer live only on Migipedia, but be present on many other digital touchpoints.

Our solution

Together with Migros, we have developed Migipedia from a platform into a modular community service. State-of-the-art web technology, personalized recommendations and a completely redesigned UX and UI bring an app feeling to the web. Reviews and questions extend to ten additional touchpoints such as the Migros app or migusto.ch. With success: the community is now more lively than ever before.

Why Migros relies on an agency

From platform to community service

Ask a question about a recipe on Migusto, rate a purchase on Micasa, answer a product question in the Migros app, take part in a product test on Migros.ch and join in the discussion in the forum on Migipedia - the Migros community is where the users are, on eleven different Migros digital touchpoints. This modularization is made possible by Reactions, our community solution.

From data analysis to user experience

The redesign of Migipedia.ch was based on a careful analysis of Google Analytics, Qualtrics surveys and usability tests. As part of the refresh, the platform was gradually opened up to community feedback, with 75% of users responding positively to the changes. This customer proximity led to a 60% increase in reviews per user and doubled product reviews. In addition, the use of artificial intelligence now enables the translation and aggregation of over 1.2 million product reviews, making Migipedia an even more inclusive part of the Migros ecosystem.

«The community is more active than ever before. The use of customized, high-performance technology is the lifeblood of the Migros community, so to speak.»