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At Samvirke, scrolling is the new clicking with an endless stream of delicious content you can use

Client
COOP Danmark A/S

Our work
Facilitating workshops, ideation, concept development, digital design, prototyping.

Samvirke is the 2nd most read physical magazine in Denmark with more than 1.1m monthly readers with an online platform in the top 20 rank of all websites in Denmark (link) With the redesign Samvirke is daring to challenge the status quo and design for how people actually consume content today: in feeds, tapping in and out. The goal is to create meaningful experiences every time for the readers - be useful in the everyday life – to grow awareness and increase the spread of useful content.

New magazine and online layout

Samvirke asked Granyon to help facilitate and participate in the initial discovery phase. The insights we wanted to gather worked around new target audience, advertising & revenue, content strategy, technology and visual identity. We worked in differently themed groups, each with members from the three agencies and the Samvirke crew. 

Datagraf Communications A/S developed visual directions for the magazine, while Granyon worked directly in a responsive prototype to develop a new concept for the website. The development team could begin implement the site in the brand new Drupal 8 installation while staying updated with the development of the design and concept.

The content gets better and better as you scroll

The new Samvirke.dk is now live, but in the spirit of build-measure-learn it is continuously being improved with new releases. All is being rolled out based on the responsive prototype designed to illustrate the new concept. New ideas are implemented into the prototype, before being built and rolled out to the live version.

This way we are able to work the cross-platform, and cross-agency with teams to test out design directions from the magazine on the digital equivalent fast and efficiently. It also made it very concrete what the rather radical change of concept would do to the experience of the website.

The final concept taps into the way news media are consumed today, especially amongst facebook user. Millennials state they get all their news from their peers through facebook. If it is not in their flow, it hasn’t happened. Samvirke's new flow fits this use perfectly, without shutting core users out.

With the new scroll based approach, users get more of the same first. Then they are inspired. So if you need a recipe for slow cooking, you get galleries, recipes and other inspirational articles as you scroll, that all relate to your initial article view. You have the overview next to you, and will be inspired to related content as you scroll. Everything in one place.

Samvirke.dk now serves new, relevant or even personalized content as you scroll. This goes for the front page and for content pages. Along the way, you are exposed to relevant advertising, and possible new topics you would want to read, which then again triggers a new reading flow. Navigation is available but often irrelevant, as data shows that users mostly enter the website from other channels such as Facebook or Google. And they only come for this one particular topic. From here you browse the content you were interested in at the moment and is exposed to mostly more content in the same area, now that you are here, but also recommended or popular content, to inspire you to come back. So the next time you up for a home made burger, you get the overview and the details you need on Samvirke. Responsive, mobile-first: ready for the supermarket or the kitchen table.

Samvirke has tagged and made content intelligent for many years now. We leverage this in the new Drupal 8 installation, by creating editor made or user based instant overviews of any topic on the site. In the case above the user can get hundreds of tips for becoming a better baker. This feature is due to be improved and optimized for even better SEO in the near future.

Learnings and next up

Designing in prototypes can help you take the leap from old ways to new ways of doing business. Trends, competitor moves or new technology can make your solution feel outdated. A design built and experienced in an interactive prototype can help you truly understand how new ways would impact your communication. You can test with real content, in a real environment on your customers and learn from this before you take the leap and launch radical new designs. You avoid going to market with a solution that – in reality – you have no idea how your audience will react to.

An design and prototyping process with Granyon could involve:
  1. Research and Ideation.
    This is always tailored to individual needs and can be short and precise or long and careful. It depends how prepared you are: do you have the insights you need? Is the strategy in place and anchored in management? Do you have a visual identity and a brand purpose to build on?
  2. Agreement on scope 
    Every challenge is different. We seek to find a good balance and provide a timeplan and a fitting budget. We like to think smart, and will likely challenge you on how to best spend your money. We always leave room for you to back out along the way, if you should want to (no, right?).
  3. Initial workshop(s) to uncover:
    new target group and user journeys; business value propositions; brand strategy‚ digital strategy; channel and media strategy etc. Revisit your clients, your core business… the market and the competition. See fresh opportunities.
  4. Strategy 
    How do we approach this; what outcome do we seek; what channels, timelines, target groups, media choices do we make and why.
  5. Concept and sketching
    it is about meaning, value creation, purpose of the solution. Choosing how to solve the challenges best. With a pen and paper, we can illustrate all possible ideas in no time.
  6. Design and prototyping
    Visual concept, grid systems, typography, colours. Anything that will help us accomplish the established goals. Design is conceptual at first, then quickly moved into the prototype. From here we test on customers, stakeholders and management and iterate until it is perfectly aligned with desired outcomes
  7. Handover and guidelines.
    Luckily the prototype takes away a lot of the friction normally seen between designers and developers. So you have a better chance of actually getting what you see in the designed prototype.