Svensk Form
Overview
Svensk Form, the Swedish Society of Crafts and Design, serves as a knowledge platform and advocate for the design field in Sweden. Collaborating with partners like IKEA of Sweden and the Stockholm Furniture Fair, Svensk Form and its regional associations organize events across all regions of Sweden, helping create connections among design enthusiasts and professionals in the business.
The concept for the design of a mobile application for Svensk Form arises from the need for a more accessible platform to browse design events, with a focus on app personalization and insights into how the multicultural landscape of Sweden's population can be addressed through design choices.
UI/UX Designer, User Researcher
Role
6 months
Duration
Svensk Form (Swedish Society of Crafts and Design)
Client
This research project and app prototype were the focus of my master's thesis in Innovation and Design. If you're interested in reading more about, it's available online here :)
Research process
The whole project was rooted in data from studies on cultural inclusivity and how design choices can cater to different cultural perspectives. It kicked off with a deep dive into research, laying the groundwork before moving on to the more practical design phases. This was challenging, as culture is a complex and sensitive topic with many layers.
The journey continued with a case study on Svensk Form's digital presence, using culturally diverse personas to gain an insider’s view. User journey maps helped outline app features that could cater to various cultures.
A/B testing revealed a clear preference for a more personalized and streamlined experience. After several design iterations, usability testing was conducted, and further insights were gathered through surveys with 12 participants and a focus group of 5.
Problem definition
The challenge was to create a mobile product that allowed design enthusiasts to easily browse design-related events across Sweden. It was also crucial that the design choices were informed by a cultural analysis of Sweden's diverse landscape, helping Svensk Form expand its audience and make the platform more appealing and accessible to non-local Swedes.
improve Svensk Form's digital presence
create a culturally sensitive app experience and design guidelines
Explore design
The app lets you dive into Svensk Form's regional associations and discover the design events they’re hosting. It’s your gateway to learning about Svensk Form’s mission and connecting with its multifaceted community.
Tailor the experience
Filter by region, location, event cost, and even specific interests! Easily customize these filters to find design events that match your preferences, save them as favorites, and view event locations at a glance.
Adjust the settings
Choose language options for the app and events, making it accessible for non-Swedish speakers. Sync your calendar with personal and religious holidays, and connect to your preferred digital calendar for smooth event scheduling.
User research and pre-study
Hofstede's cultural theory
Hofstede's cultural dimensions theory, developed by Geert Hofstede, explores how ingrained patterns of thinking, feeling, and behaving—shaped by one's social environment—vary across different cultures. This theory defines culture as a collective phenomenon and provides a framework for understanding and predicting cultural differences.
Hofstede's theory was used to identify key cultural factors influencing UI design, helping with making design choices that aligned with the cultural preferences of diverse users.
Sweden's cultural landscape
The pre-study involved analysing Sweden's cultural dimensions using Hofstede's framework, revealing that the Swedish population values equality, individualism, consensus, and indulgence. These traits reflect a society that prioritizes personal freedom, collective decision-making, work-life balance, and a positive, leisurely approach to life.
Challenges and iterations
During the project, it became clear that Hofstede's cultural theory, while insightful as a starting point, had its shortcomings and could potentially reinforce stereotypes if relied on heavily. This raised a crucial question that turned the design process into new directions:
What can be done to avoid cultural stereotypes in the app’s design?
Adding these perspectives and making sure the app went through rigorous user testing were crucial to getting the design right and ensuring it resonated with everyone.
To address this, it was necessary to bring in additional design theories, such as those on color perception and cultural variations in UI elements.
The design went through a lot of testing. Moodboards, inspiration from similar applications, A/B testing. A lot of trial and error led to a final solution that satisfied the target users.
Solution
The final design pulls together all the user feedback and design iterations to better align with the needs of the different target groups. Svensk Form's branding and goals shine through, especially in the visual elements like colors and the minimalist style.
The app prototype, featuring 15 screens, focuses on key functionalities while highlighting features to make the app feel more culturally inclusive where possible.
Design system
The design system sticks to Svensk Form’s branding with a primary yellow and black and grey tones for typography, ensuring the design is both engaging and culturally sensitive and doesn't add additional colors. The typography uses Nexa and Inter fonts for clear, readable text across different users.
The app’s designed to be super user-friendly, helping you easily discover more about Svensk Form and its events, while also letting you customize it to fit your interests.