SKK – for the dog and the dog owner
The Swedish Kennel Club (SKK) is an interest organisation representing all dogs and dog owners in Sweden. SKK today encompasses more than 1,000 clubs and has approximately 300,000 paying members.
SKK disseminates information, educates, sparks debate, and showcases the immense joy and benefits of owning a dog.
Many interests and a lot of content
SKK’s members have varying interests and levels of knowledge. Regular dog owners, breeders, judges, officials, and dog sport enthusiasts all coexist here. Therefore, the website skk.se hosts a vast amount of content to serve these different groups. But how could we cater to the diverse interests of these target groups while creating a website that is simple and easy to navigate, where every user finds exactly what they’re looking for? This was one of the main challenges when developing the new website.
Also on the wish list was a clearer brand experience and an improved editor experience.
Together – within a large organisation
In the process of developing the new website, involvement was a top priority. Employees from all of SKK’s various departments participated to ensure that decisions were made based on both user and organisational needs. To determine how the new site should function and feel, we collaborated in workshops and creative exercises. At the top of the agenda was defining the goals and target groups and their needs. We also tackled user journeys, branding, and other strategic issues. Since content was central, we worked closely with SKK’s content managers on both design and requirements.
The dog journey – a pathway for dog owners
The result was the concept “The dog journey (Hundresan) – a pathway with five stages”. The concept aims to meet the unique needs of many users while remaining relevant to the “stage” each user is at. Hundresan can be interpreted and used from several perspectives, but it is primarily designed to organise the information structure and functions based on each visitor’s level of experience with dogs.
The concept was developed through sketches, visual design, and a functional requirements list. Optimizely was chosen as the technical platform for its robust editor support, the ability to personalise content, and its scalable infrastructure. This set the stage for an iterative process to develop the website.
A future-proof platform
In May 2024, the new skk.se went live, and the response was swift. Users appreciated the new structure, more spacious content, and faster experience. Most importantly, SKK now has a platform that can gradually incorporate new services in the future.
“With our new site, we can more clearly communicate our message for responsible dog ownership and achieve the goals of our Vision 2030 strategy. Esatto has been, and continues to be, a knowledgeable and attentive partner, and I look forward to our continued collaboration,” says the CEO of SKK, Kees de Jong.
At Esatto, we proudly say “Woof" to a great partnership and look forward to tackling more challenges with the Swedish Kennel Club.
