Man's best friend's best friend – köpahund.se

One of Sweden's most visited websites

The köpahund.se website has over 20 million page views and around 800,000 unique visitors per year. It’s no exaggeration to call this the Airbnb for dog lovers, a service that caters to the interests of both dog buyers and breeders.

A better experience for both dog buyers and breeders

How do you improve such a well-visited and popular digital service? Partly, it’s about enhancing the overall experience. We aimed to create a space where people enjoy spending time and want to return to again and again. For dog buyers, it should be easy and intuitive to quickly find the right advert, dog breed, or breeder, and of course, the service must be accessible to everyone. For breeders, it should be simple to manage their business, including adverts, litters, individual dogs, and easy access to all the contracts and certificates that are part of a breeder’s daily life.

We therefore focused heavily on accessibility in accordance with WCAG and developed a design that is bright, airy, and easy to navigate. Technically, we also made several improvements that have resulted in significantly better performance.

New visual identity and logo

Köpahund targets a slightly different audience compared to its other digital services, focusing more on the less experienced dog buyer. To address this, we conducted a simple brand analysis together and concluded that Köpahund should remain a sub-brand, but with a clear design heritage from the SKK brand, which has long been associated with lasting trust and seriousness.

Based on this analysis, we developed a new logo and a new visual identity that clearly reflects SKK, while also having its own distinct design language. The goal is for dog buyers and breeders to recognise the brand, but still experience something new that is even more inclusive and welcoming.

Continuous feedback and development

Köpahund was presented in its first version at the Stockholm Dog Show in December 2022 and then launched in two phases. First for breeders in January 2023, and then for dog buyers in February. An important part of the initial release was to gather feedback from users in order to adjust and improve the service based on the needs and requests of actual users. We continue to develop the service now and in the coming years.