Sportfiskarna New digital platform for a nationwide organization

Background

Sportfiskarna a democratic, non-profit, and politically independent organization with over 70,000 members and more than 400 affiliated associations across the country. The organization works to promote sustainable fishing in healthy waters and is a clear voice in issues concerning aquatic environments, fish stocks, and outdoor recreation.

Sport fishing is one of Sweden's largest leisure activities, with over a million participants annually, giving the organization a significant role in society. The previous website reflected the organization's growth but lacked a cohesive structure and clear direction. The goal was to create a more transparent structure, strengthen the brand, and make it easier to find relevant content and take the next step.

Challenge

The organization encompasses many target groups and content types, from news and campaigns to documents, local activities, and governing information. The content spans both national influence and local engagement, which places high demands on clear entry points and a well-thought-out structure.

The challenge was to create order in a growing content structure so that it would be easy to navigate, while at the same time ensuring that the platform was flexible enough to evolve in step with the business. The new CMS needed to give the editorial team the freedom to work independently without compromising consistency, accessibility, or performance.

The solution

The project was carried out in several distinct phases, from analysis and structure to design, development, and launch. Working closely with Sportfiskarna's communications team, we developed a solution that combines strategic structure, user-friendliness, and technical sustainability.

A comprehensive structural and analytical study

A central part of the project was to map and structure the organization's extensive content. Based on a previously conducted preliminary study, existing pages, target groups, and user journeys were analyzed to identify overlaps, unclear navigation, and structural deficiencies.

The work resulted in a new sitemap and a more cohesive information architecture, where the various parts of the business are linked together in a logical and easy-to-navigate whole.

Design system and visual direction

As part of the project, a comprehensive design system was developed with the aim of creating a consistent, recognizable, and scalable digital experience based on the existing visual identity. The system includes color schemes, typography, buttons, input fields, patterns, and ready-made components and sections.

The result is a clear design foundation that simplifies both design and development work, strengthens the brand's visual identity, and ensures a consistent user experience across the entire digital presence. With the design system in place, the organization can work faster and more efficiently, with a common thread running through all digital channels.

Design and user experience

Based on the new structure, interfaces and page templates were developed with a focus on clear hierarchy, readability, and accessibility. User flows were prioritized to make it easy to find information and take the next step.

Clickable prototypes were used continuously to test navigation, priorities, and content placement before development began. This created consensus around the solution and reduced the need for adjustments in later stages.

Member flows and integrations

A key part of the project was to improve the member journey. New and simplified sign-up flows were developed with a focus on clarity and user-friendliness, making it easier to become a member and complete registration without unnecessary steps.

At the same time, existing systems were integrated in the background. By retaining functional backend solutions and building a modern frontend on top, a smooth integration path was created that improves the user experience without compromising the existing structure.

Technical platform

The website is built in WordPress with a custom frontend and a customized block library in Gutenberg. The solution gives the editorial team great freedom to create and structure content while ensuring a consistent experience across the entire website.

Key features:

• Custom content types in the back-end for projects, fish species, activities, documents, and campaigns
• Logic for regions and districts with the ability to link articles, activities, and projects at different levels
• Large, advanced block library developed specifically for Sportfiskarna their design system
• Structured document bank with categorization and custom blocks
• Activity module with overview and detail pages
• Project module with overview and related articles
• Flexible article module for news and articles
• Updated checkout solution – module-based for core flows and campaign flows

The platform is built with future development in mind and can easily be further developed with new features and integrations.

WordPress, Tailwind CSS, Alpine.JS, Native Gutenberg, WebP/AVIF conversion on media.

Technical overview

• WordPress with custom frontend
• Block-based CMS (Gutenberg + ACF)
• Premium hosting at Servebolt
• DNS and security layer via Cloudflare
• Staging environment and controlled releases
• SEO and performance optimization

Overall responsibility for operations and infrastructure

In connection with the web project, the assignment was expanded to include a review of Sportfiskarna's entire domain park and operating environments. The DNS structure was consolidated and moved to Cloudflare, where zones were cleaned up and security layers were activated for better control and protection.

Operations were placed with Servebolt, where the main website, new APIs, membership system, and sister site svensktfiske.se are now managed. Through premium solutions for performance, security, and green hosting, the organization has gained a secure and scalable technical environment for its entire digital presence.

The result

The new website provides Sportfiskarna with Sportfiskarna stable and long-term sustainable digital platform that more clearly reflects the organization's mission and scope.

The platform:

• Bringing the organization's broad range of activities together into a more cohesive digital whole
• Make it easier for visitors to find the right information and get involved
• Improves conditions for member recruitment through simplified signup flows
• Strengthens the brand and its non-profit credibility
• Provides the editorial team with a flexible and powerful tool for further developing content over time