Intro/
Älgånäs Gård
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Brief
Södra Älgånäs Gård is one of Sweden’s few bison farms, selling bison meat directly to consumers. The project focused on launching Bison Camp - an overnight experience close to the bison enclosures. The website need to reduce operational friction, preserve their personal service & translate the farm’s rural, western identity into a compelling digital experience
My role
I owned the project end-to-end: research, visual identity, UX/UI, Wix Studio development, CMS setup, photo & video production. Drone footage and camera equipment were supported by my friend.
Year
2025
Duration
12 weeks
Project type
Freelance
Client
Södra Älgånäs Gård
Scope
UX/UI Design
Visual Identity
Photo & Video
Wix.Development
Role
UX/UI Designer
Web-Developer
Team
Johan Pettersson
Hugo Paulsen
Understand/
Älgånäs Gård
Emphatize
Understanding the farm, users, and operational reality
As there was no current website I started of with a comparative research and a target group analysis through a long and rewarding interview with farm-owner Nicklas.
Conducted %%comparative research%% across Swedish bison farms and rural businesses
%%Mapped target groups%%, behaviors, and preferred communication channels
Identified %%recurring customer questions%% through stakeholder interviews
As they previously had no website and operate in a niche market, I conducted comparative research on Swedish bison farms and other agricultural websites, focusing on structure, tone, design, and key functionality.
I analyzed users engaging with Södra Älgånäs Gård’s Facebook page and identified a food-interested audience aged 30–60, primarily active on Facebook and valuing personal service, direct contact, and on-site experiences. Customers Facebook comments and a interview with Nicklas confirmed that the staff’s genuine, personal service is a key driver of the farm’s strong customer loyalty and engaged follower base.
Weekly, a few minor interruptions occur as recurring questions - about the farm’s history, the Boqvist family, cooking tips, store hours, and events - disrupt daily operations. This highlights the need for a content about the business on the website to reduce repetitive calls.
Define
Clarifying user needs and business goals
The core challenge was balancing efficiency with authenticity. The website needed to answer common questions proactively, while still enabling personal contact for bookings and visits.
Reduce repetitive phone calls and manual explanations thru %%storytelling subpages%%
Preserve personal service while scaling digital presence
Support mobile app content management
Translate the physical farm experience into a digital one
Due to strong interest in the farm’s operations, there is a need for storytelling driven subpages explaining different parts of the business, allowing visitors to learn more and reducing lengthy phone calls by directing callers to the website.
Nicklas wanted to retain personal control of the booking to deliver the farm’s appreciated service and tailor the Bison Camp experience, creating a need for the website to show availability and collect booking requests instead of direct purchases.
Comparative research and insights from interview with farm-owner helped to define a site-map.
Explore/
Älgånäs Gård
Ideate | Prototype
Designing structure, storytelling & user flows
Once the website’s needs and core structure were defined, - wireframes, storytelling, and key feature flows were created and refined.
Converted the sitemap into wireframes to visualize content structure and layout.
Designed content-driven subpages %%to offload repetitive questions%%
%%Engaging followers without disrupting habits while driving website traffic%%
Structured a %%custom booking request flow%% instead of a standard checkout
Based on the sitemap, I designed wireframes to visualize content structure and layout through the website.
To reduce incoming calls, I added dedicated content pages: The Farm’s History, The Boqvist Family, About Bison and Cooking Tips & Recipes. Instead of a traditional FAQ, I used storytelling to reflect the authentic brand, turning recurring questions into self-service content that reduced friction and increased perceived value.
To strengthen Facebook-driven traffic to the website - I implemented a blog solution to the website that allows posts to be written in Wix Owner App and shared directly on Facebook. This maintains followers existing habits while directing users back to the website.
For Bison Camp, a traditional booking system would conflict with the farm’s service philosophy. Instead, I designed a three-step booking request flow: Choose package > Select preferred date and time > Submit contact details. This allows Älgånäs Gård to tailor each experience while managing logistics, allergies, group size, pricing, and minimizing food waste.
Materialize/
Älgånäs Gård
Test | Implement
Testing rewriting and retesting
After user tests from our target groups, we found out that the users are currently being overwhelmed with options, making them confused and a bit frustrated.
Translated wireframes into high-fidelity mockups
%%Conducted usability testing on booking request flow%%
%%A/B tested UX writing%% for non-standard booking CTAs
Produced photo & video content based on a detailed shot list
The most critical testing focus was the “booking request” UX writing. Since users were not completing a purchase, standard booking terminology risked confusion. I tested three CTA text variations per step with six users, running A/B tests to measure comprehension and task completion time.
The final flow significantly reduced hesitation, despite breaking conventional booking patterns - proving that clear microcopy can reduce cognitive load even in unfamiliar flows.
I created the shot list and planned all photo and film production, with help from my friend Hugo for drone shots and equipment. Every scene and shot was directed to maintain a consistent narrative throughout the storytelling.
Four storytelling videos were produced and edited: Bison Farm Overview (Home), The Bison Camp Experience (Bison Camp), Farm Shop & Meat (Gårdsbutiken), and Behind the Farm (About Us). The visual style is rural with a warm, western-inspired feel.
Insights/
Älgånäs Gård
Key insights
This was my most comprehensive project to date, combining strategy, UX/UI, development, CMS architecture, and content production. %%The biggest takeaway was how crucial UX writing is in non-standard user flows.%%
End of case
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