COOP Danmark A/S
Facilitating workshops, ideation, concept development, digital design, prototyping.
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 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.
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.