Firsty (Storyblok) case study | FocusReactive

Challenge

Firsty, a rapidly growing telecommunications provider selling eSIM services, hit a critical technical ceiling with their existing Webflow website. As they expanded to over 190 countries, the legacy platform struggled to handle the sheer volume of localized pages and lacked the robust multilingual architecture required for global scale.

The marketing team was slowed down by rigid content workflows, while engineering faced significant performance concerns. The client planned a complete visual redesign featuring complex, custom JavaScript animations, but needed an absolute guarantee that site speed, existing SEO rankings, and URL structures would not be compromised.

Furthermore, to transition from a pure marketing site to a transactional platform, Firsty required seamless integration with an external pricing API and the Adyen payment gateway—capabilities that their previous setup simply could not support.

Solution

We architected and built a high-performance composable platform from scratch using Next.js 15 and Storyblok. This headless approach fundamentally decoupled the frontend from the content layer, providing Firsty with a scalable, performance-first foundation.

API-Driven Dynamic Pricing: Rather than manually updating tariffs, we integrated Firsty’s external pricing API directly into Storyblok using custom datasources. By linking data via country codes, regional pages automatically fetch and display up-to-date pricing without any manual CMS intervention.

AI-Native Localization: We implemented full field-level localization powered by our custom AI translation plugin. This allowed the marketing team to translate all country and blog pages into 6 languages in a matter of minutes. The architecture dynamically fetches configured languages at build time, automatically generating native alternate tags and sitemaps for perfect technical SEO.

Direct Transaction Capabilities: We successfully integrated the Adyen payment gateway into the Next.js frontend, securely enabling users to purchase eSIMs directly on the website.

Empowered Content Operations: We delivered a flexible, component-based visual editor. The marketing team now has full autonomy to build pages, group countries by region, and interlink categorized blog and help content—entirely bypassing the developer backlog.

Projects in Numbers

190+

country-specific pages

6

languages via AI translation

60+

blog & help articles

Before Migration vs After Migration

A monolithic Webflow setup struggling to scale, limiting the ability to efficiently manage and publish content across 190+ distinct country markets.

A scalable Next.js and Storyblok architecture with a reusable component library, effortlessly rendering hundreds of localized pages with optimal performance.

Limited multilingual support requiring slow, manual translation processes and complex workarounds for global SEO.

Fully automated, AI-powered field-level localization into 6 languages, with SEO-compliant sitemaps and routing generated automatically.

Static, disconnected pricing data that required manual CMS updates and lacked seamless third-party API connectivity.

Real-time pricing synchronization via external APIs, securely tied to regional pages through Storyblok country code datasources.

An informational website with performance concerns regarding the implementation of rich, custom JavaScript animations.

A fast, fully transactional platform with integrated Adyen payments and complex UI animations, maintaining top-tier Core Web Vitals.

Project Tech Stack

Storyblok

Headless CMS with a visual editor, giving developers flexibility and content teams an easy way to edit and preview pages.

Next.JS

React framework for building fast, SEO-friendly web applications with server-side rendering and static site generation.

Vercel

A cloud platform for hosting and deploying frontend applications, built to work seamlessly with Next.js and modern frameworks.

How we work

Governed and Scalable, by Design

We design content models, editorial workflows, and governance into the architecture from day one to make your Information Architecture clean and usable as your team, markets, and channels grow.

Editorial UX boosts your marketing team's speed and freedom. They can build pages, launch campaigns, and manage content without needing developer help.

Performance & AI SEO by Default

Each project includes a complete SEO + LLM optimization. Performance baseline as standard: Core Web Vitals, structured data, rendering strategy, and AI SEO setup.

Scalable Next.js architecture derived from 7+ years of experience.

Already live? Our Next.js SEO audit gives you an actionable, dev-ready assessment of where you stand.

Predictable & Efficient Delivery

90% of our projects fit the initial budget. That comes from the time we invest upfront — understanding exactly what we're building before a single line of code is written.

Our CMS Kit has page builders, navigation, localization, content models, and SEO settings. It boosts every engagement. Plus, it won’t limit your choices. It's a smart starter refined across dozens of production deployments, not a constraint.