Agency Spring helped Universal Robots relaunch their website in record time with a focus on increasing impact and usability while improving customer experience and navigation.



Universal Robots has massive ambitions for the future. Its collaborative robot technology opens new possibilities for businesses of all sizes around the world. In order to effectively support the sales goals, Universal Robots needed a website that reflected the new ambitions for the company. The brief was extremely comprehensive: build a brand new responsive site for UR and develop new content (new texts and new visual look and feel). The brief wasn’t the only challenge: the new website would have to be designed, developed and launched in just 100 days (including versioning into 14 local languages). It was a mammoth undertaking to completely build the new site and generate content from scratch with such a tight deadline.


Agency Spring developed a website that provided Universal Robots with a solid foundation for future growth. Based on the easy-to-use, open-source platform Umbraco, the site made it easy for Universal Robots to update and modify information as needed. A new, impactful visual style, inspired by the robots, brought simplicity, openness and the industrial design language of Universal Robots into focus. Engaging, easy-to-read consumer-focused messaging reflected the new direction of the company. Cases, an important lead generation tool, were placed into multiple categories based on relevant industries and applications.


In the first few months after launch, Universal Robots could already measure an astounding 48% increase of page views per visit. The bounce rate dropped by 20% and session time increased by an impressive 30% to over three minutes. “The new customer-centric style makes it easier for consumers to quickly identify the products they need, navigate to them or learn more.” Maria Gravesen, Marketing at Universal Robots.

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