Because 'Sweden.se' is the country’s official global information site, it required the buy-in from many governmental stakeholders, up to and including the Ministry of Foreign Affairs. While this process was time consuming, it did allow us to anchor the project quite broadly. Given a younger target audience to aim at, we eschewed traditional hierarchical menus for a more immediate and immersive approach that encourages exploration. As a result, not only were visitor numbers improved after the launch, retention rates and page views per visit also jumped to a new plateau.

We decided to replace hierarchies with tag clouds, categories and related articles, to facilitate browsing. We made stories more immersive, with full-screen images, video and infographics. Story collections allow for longer sustained reading. Behind the scenes, we developed a modular templating system that allows a wide diversity of article formats and, of course, every page is fully responsive.

The outcome has been good, before the redesign the website had its high (counted in unique visitors) at around 20k,

2 weeks after the launch the average amount of visitors were around 60-80k per day and the media and thoughts we have seen and heard have been overall positive.