Drupal paragraph-based website redesign for Edenred Poland
Edenred Poland, part of the global Edenred group headquartered in France, needed to modernize their Drupal-based website that had become practically unusable for the marketing team.
Instead of a costly rebuild from scratch, Droptica proposed a paragraph-based approach — creating a set of universal, editable page components that the client could independently arrange and modify.
The result? A ~24% increase in conversions on the first redesigned page, a marketing team creating new landing pages without developer help, and most importantly — restored trust in Drupal and a decision to keep investing in the platform.
The Challenge: An unusable Drupal website
Edenred Polska ran a Drupal website — the technology mandated by their French headquarters. The site served three user groups: prospective clients (companies looking to purchase gift and benefit cards), cardholders (people using Edenred cards), and merchants (businesses accepting Edenred cards).
Although the site technically had Drupal Paragraphs installed, the implementation was fundamentally flawed. Content managers couldn't edit even basic text on the site — every change required a ticket to the technical team.
The marketing team found a workaround: they started pasting ready-made graphics instead of editable text. This led to serious problems — no responsiveness across devices, poor SEO as search engines couldn't index image-based content, low display quality, and a rigid structure that couldn't be quickly updated.
The Solution: Universal paragraphs instead of a full rebuild
The project followed a structured, collaborative approach:
- Discovery sessions — a series of meetings to understand the client's needs and how they communicate their products
- Briefing & analysis — Edenred shared detailed briefs showing how they wanted to present their offerings
- Design with variants — the design team prepared each paragraph in 3–4 color variants, giving the client extra flexibility
- Implementation — paragraphs were coded with full responsiveness, including dedicated mobile versions
- Deployment & handover — the client received the finished toolset on a staging environment to explore independently
Full content editability — no developer needed
After the implementation, Edenred's content managers could independently:
- Create entirely new pages from existing paragraphs
- Edit all content without engaging developers
- Quickly update product information
- Manage landing pages directly from the admin panel
The modernized admin interface (Gin theme) made the editor so intuitive that no training was needed — the team explored the staging environment on their own and started using the system in production right away.
Business Results
From abandoning Drupal to championing it
The client's attitude shifted fundamentally. From a company planning to abandon Drupal entirely, Edenred became a partner who regularly commissions new components, thinks about paragraph universality, and plans further stages of site development. Their marketing team now independently creates landing pages using the component library.