A unified brand library & improving UX across multiple digital brands
Company
Aller Media
Year
2020 - 2022
Expertise
Design Lead
UX design
Branding
Role
Design Lead
Driving loyalty and engagement among readers
Challenge
Aller Media, one of the largest media houses in the Nordics, needed to secure its brand position for its approximately ten brands, including Allas, Femina, and Må Bra, in the digital era. Internal knowledge sharing was insufficient, and website production was inefficient due to the lack of a central design system, which resulted in inconsistent user experiences and higher costs.
Solution
Together with my team, a Figma-based component library was built for over ten sites, implementing a design thinking approach to streamline collaboration and drive innovation throughout the process. Additionally, a digital brand portal was initiated and developed in Frontify, featuring brand books and visual identity guidelines for each brand.
Result
The unified design system drastically reduced development time, improved user and brand experiences, and enhanced consistency across all Aller Media sites. Additionally, the digital brand platform led to visible improvements in brand metrics for Aller Media’s major brands. Internally, it created a stronger shared understanding of brand development and alignment across teams, driving loyalty and engagement among readers through a more consistent and recognizable brand experience.
Improved CX for Femina
Femina, one of Aller Media’s flagship lifestyle brands, needed a refreshed visual identity to stay relevant and strengthen its digital presence. Updated brand guidelines were developed to modernize the overall expression, covering typography, color palette, imagery, and tone, ensuring consistency across channels. The new visual direction enhanced brand recognition, improved digital visibility, and improved the overall reader experience.
Improved UX and Navigation for Allas.se
Allas.se, one of Aller Media’s largest lifestyle brands, needed a redesigned site structure to make content easier to discover and improve reader engagement. The existing navigation and article layouts were inconsistent and difficult to use, leading to lower interaction and time on site. Through workshops, usability testing, and user insights analysis, a new navigation structure and article design were developed and continuously refined. The result was a more intuitive browsing experience, increased user engagement, and improved overall site performance.
prenumerera.se
Aller Media’s subscription platform prenumerera.se needed a redesigned purchase flow to reduce drop-offs and improve conversions. The existing journey was complex, creating friction and lost revenue. Working in an agile Scrum setup, a thorough analysis of the current flow was conducted to identify key friction points and map a new customer journey to guide the redesign. Wireframes and clickable prototypes were developed and iteratively tested, resulting in a simplified, more intuitive purchase process that improved user experience and increased conversion rates.
