Case study: website strategy and experience design
Turning a collection of workshops into a day people can picture
Craft Island begins with a boat trip to Fjäderholmarna, a short ride from Stockholm. People come to make something with their hands, spend time together and leave the city rhythm behind for a while. The website needed to let them imagine that day and plan it without friction.
My role: Strategy, copy, brand identity, graphic design, website design and build, and integrations.
An island day cannot be sold as a list
A conventional workshop catalogue would miss what makes the offer special. Visitors also need to know how to get there, whether beginners are welcome, what else they can do on the island and how to arrange a gift, celebration or group day.
From the boat ride to the booking
I structured the website around the visitor’s journey: imagine the experience, explore the workshops, understand the island and plan the day. The tone lowers the pressure for beginners, while clear paths support individual visits, gift cards and tailored group bookings. English and Swedish content make the experience accessible to both local and international visitors.
A visitor needs enough information to picture the day and make a plan. I wrote more about choosing the right pages.
Picture the day, then remove the doubts
We talked about more than class names: the ferry, the setting, beginners who worry they are not skilled enough, and groups trying to plan a whole day. I used those details to shape the invitation and answer the practical questions in Swedish and English. The site helps someone move from ‘that sounds lovely’ to making the trip.
The day is bigger than a class
The island is part of the offer. I shaped the copy and site flow around the boat ride, setting, making and time together, so a visitor can picture the full experience before choosing a workshop. Beginners also need to hear that they belong there.
Make planning straightforward
A beautiful invitation is not enough if people cannot work out travel, group options or gifts. I brought those practical routes into the design, in Swedish and English, so the emotional reason to visit and the information needed to act support one another.