pro aurum Website and Shop
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About
Pro aurum is one of the leading private trading houses for coins, bars, and precious metals in Europe. Founded in 2003, the company has grown into a market leader in the German-speaking region. Its headquarters, the Goldhaus in Munich, serves as both a trading center and an architectural statement, defined by a balance of minimalism, precision, and strong visual contrasts.
Problem
The existing website no longer reflected the brand’s premium positioning or the architectural identity of the Goldhaus. It was overloaded with features, complex navigation, and redundant content, making it difficult for users to find relevant information or complete key actions efficiently.
At the same time, all existing shop functionalities needed to be preserved, creating the challenge of simplifying the experience without reducing capability.
Approach & Implementation
The project focused on translating the architectural principles of the Goldhaus into a digital experience — minimal, precise, and reduced to the essentials.
Instead of following a traditional design-first process, the work was approached directly in the browser based on an existing Magento setup. This allowed for rapid iteration using real data and continuous refinement of the interface.
Translated the architectural principles of the Goldhaus into a digital interface focused on clarity, reduction, and strong visual hierarchy.
Restructured navigation and user flows to reduce complexity and make key actions more accessible and intuitive.
Removed redundant information and prioritized essential content to create a cleaner, more focused user experience.
Moved secondary features and information into modals and overlays to keep the main interface streamlined without losing functionality.
Developed and refined the interface directly in the browser using real data, enabling fast iteration and immediate feedback.
Ensured a consistent and optimized experience across all devices through responsive layouts and adaptive components.
Worked closely with the client throughout the process, allowing continuous feedback and transparency during development.
This approach enabled close collaboration with the client, with continuous visibility into progress and immediate feedback on design and interaction decisions.
Results & Impact
The redesigned website delivers a significantly clearer and more focused user experience, aligned with the premium character of the brand and the architectural identity of the Goldhaus.
Simplified navigation and reduced complexity make it easier for users to explore products and complete actions, while the refined design strengthens brand perception. At the same time, the full functionality of the shop was maintained, resulting in a more efficient and modern digital platform.
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