Welcome to a region of opportunities

Welcome to a region of opportunities

Stockholm Business Region with its two subsidiaries Invest Stockholm och Visit Stockholm are responsible for the development and marketing of Stockholm as a destination for visiting and establishing business under the brand Stockholm - The Capital of Scandinavia. In a strategic partnership, the digital agency Fröjd Interactive is working to create digital solutions that meet the needs of the different target groups.

In 2023, a new digital service stockholmbusinessregion.com was released to serve the needs of those with international business interest for/of Stockholm. The assignment included research, concept development, ux, design, technical strategy, development and release.

Gaining insight

The needs and driving forces of the target groups were captured through interviews, focus groups and surveys and complemented with desktop research. Target group descriptions were developed as behavioral types based on needs in different user situations rather than demographic data. Customer journeys was defined for each behavioral type to visualize pain points and opportunities to improve the customer experience for Stockholm Business Region.

The purpose and impact goals of the new solution was defined in a strategic document guiding us through the entire project. The purpose of the new service is to present Stockholm as an innovative and an interesting region to do business in. It should guide the target groups and open the door to further dialogue with the organisation through contact and lead-generation.

A concept devoted to innovation

Together with Stockholm Business Region we defined how we wanted the new service to be experienced by the users, the look and feel. We defined a Guiding Star for the conceptual work as a base for the new solution:

Different solutions were explored on how to use design and technology to communicate the innovative and creative business arena that is Stockholm to the end users.

stockholmbusinessregion.com start with an illustrative story of the unique selling points of Stockholm. Each target group then has its own sub part to target their specific needs. In an interactive part called Stockholm Insights, scrollytelling, statistics and business information visualizations and 3D-elements are presenting Stockholm from a business perspective.

With a Clear focus on conversion in every step of the experience, Stockholm Business Region opens the door for further dialogue with the target groups. The visual concept is based on the DNA of Stockholm. A digital styleguide was developed for all digital channels where digital accessibility, WCAG AA, was a guiding star. Usability test were conducted to secure that the design reflected the values of the Stockholm Business Region.

Making the experience come alive

The final design and technical development was done based on agile methodology which allowed for a close cooperation between designers and developers, something that was crucial for delivering on the high ambitions for the design of the web site.

The high ambition in design has been interlinked with front-end technology at the forefront, such as server-rendered React, modern animation libraries such as framer-motion and WebGL/ThreeJS, which were needed to do the high visual visions justice.

For example, custom and fully dynamic components for statistical visualization in 3D have been developed, which can be updated and adapted in the CMS when new data is available. Transparent, pre-rendered videos of 3D animations have been used in cases where the equivalent dynamic content would have a negative impact on performance. In general, much work has gone into optimizing the performance and accessibility of the front-end, which has resulted in a performant and accessible site that, at the same time, looks gorgeous.

And what about the effect?

Already the first months after launch, over 100 contact interactions were established/done with Stockholm Business Region through the new service. Almost 59% of the visits were engaged. The new service has also received attention for innovative thinking from partners, stakeholders and competitors. Creating value in showcasing the offers in a clear way to the target groups as well as simplifying the workflow of connecting with the right people at the right time.

It sure looks like the door to Stockholm is open for business.