Svenskt Tenn was founded in 1924 by Estrid Ericson, who in close cooperation with the renowned architect and designer Josef Frank made an everlasting contribution to Swedish design history. Together, the duo created a success story that has become a Swedish institution within design and interiors. Today, Svenskt Tenn is run as a foundation with a well-known flagship store on Strandvägen in Stockholm that attracts many visitors.
For some years now, in addition to a brick-and-mortar store Svenskt Tenn has offered its customers in Sweden and abroad the opportunity to purchase the company’s products online. When it came time to take a fresh look at their website and e-commerce solution, NetRelations, in collaboration with Planeta Design, was consulted to realize their vision. NetRelations was tasked with project management, support during the concept phase, strategy, technology development and implementation. Together with Svenskt Tenn, Planeta Design was responsible for the communicative concept and graphic design.
Svenskt Tenn’s new website is special in that it portrays the company’s versatility while reflecting the store on Strandvägen in Stockholm. To achieve this synthesis, we chose to hire a web design agency to manage development of the site and a design firm for graphic design. Thanks to NetRelations’ focus on quality, usability and business benefit, we selected them as partner together with Planeta Design.
Svenskt Tenn has a clear vision that the online store should reflect the physical store as much as possible, so our focus during the project was on the user experience. Content makes up the core of the site, and images, text and video are tastefully woven together and presented as an online magazine, with inspiring “rooms” and stories and descriptions of Svenskt Tenn’s cultural heritage. The craft and its history are highlighted to inspire and create interest before and after a purchase.
Few pages on the website are alike, and each element has been carefully designed, developed, tested and populated with content. A key requirement has been the adaptive interface, which promotes a complete experience regardless of screen size. Criteria that guided the choice of Episerver Commerce as main platform included the ease and flexibility of managing the large amount of site content, multi-lingual and multi-currency capabilities, and the ability to integrate all the necessary systems.
In this type of project, it’s important to have a clear time frame and a smooth-running process from beginning to end. And you also need to be able to maintain a close dialogue with everyone involved, something that has worked very well in our collaboration with NetRelations.
The iterative approach that characterized work on the first launch continues even after the launch, with continuous measurements of how the new solution is performing in relation to stated project goals together with end-user behavior and feedback. NetRelations collaborates continuously with Svenskt Tenn on analysis and optimization using both quantitative and qualitative data, and several new features are already being developed to enhance the user experience.
Svenskt Tenn’s new website has been received with warmth and appreciation, both internally and externally. It’s been the subject of discussions and articles because of its well thought-out combination of images, text, news and history. We have taken a giant leap in Svenskt Tenn’s digital evolution, and are very proud to have come this far.
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