[ The challenge ]
The Swedish Tourist Association (STF), founded in 1885, is one of Sweden's oldest non-profit organizations with 300,000+ members. Despite strong brand recognition, membership numbers were declining.
The website tried to serve everyone equally resulting in cluttered navigation with too many top-level items, confusing booking flows, and users who couldn't articulate what STF actually does beyond "discounts and mountain lodges."
[ What I did ]
- Interviewed 10 users between ages 28-74 and user tested booking scenarios
- Analyzed Google Analytics data (top pages, exit rates, search patterns, device split)
- Clustered and mapped insights into different groups, labled by need and priority
- Identified insights and different disconnects like positive brand feelings but unclear value proposition
- Mapped out customer journeys across desktop and mobile for three recruitment paths
[ Key findings ]
- 7 of 10 interviewees were former members who'd cancelled because they "weren't going to stay at a STF accomondation" this year.
- Users misinterpreted pricing, encountered hidden fees in booking flow and missed important information
- Website deviated from standard patterns with excessive text and confusing login logic
- Users couldn't clearly understand STF's offering or membership value
- Navigation overwhelmed users with too many choices
[ Strategic insight ]
STF was trying to be both transactional (discounts, practical benefits) and transformational (purpose, values, community) without committing to either: creating confusion and missed engagement opportunities.
[ What I delivered ]
- Prioritized key insights
- Over 18 concrete, prioritized recommendations to take actions
- Customer journey maps for three recruitment scenarios (desktop and mobile) for them to use while implementing their new CMS
- Wireeframes and product design for new flows, structures and features
- Workshop facilitation with stakeholders to align on strategic direction
[ The outcome ]
Workshop delivery April 2026 with implementation roadmap for Q2-Q3. New structure grounds membership experience in clear user needs while helping STF decide their strategic positioning.
