Lanbrukarnas Riksförbund (LRF)
When we at Toxic were tasked with redesigning The Federation of Swedish Farmers' (LRF) current website, we began to clarify what challenges LRF saw with the existing website and where the focus should be for the new website.
The challenge
LRF emphasised that their top priority was putting members at the centre. They also wanted to modernise the design, improve performance and focus on usability.
LRF wanted to put its members at the centre, but the existing website limited the organisation’s ability to develop the digital experience. The site was built on Episerver and had accumulated technical debt over the years. This was evident in long loading times, particularly in the self-service tools, as well as shortcomings in the search functionality.
Forms were another recurring issue. The membership sign-up process was perceived as complex and inflexible and could not be adapted to new membership recruitment goals, an area that was a high priority for LRF. The organisation wanted to build a new membership journey with supporting campaign pages, while reducing its reliance on physical member services by enabling more tasks to be handled directly on the website.
Internally, the tools for elected representatives stood out as one of the most critical areas to get right. Reporting on the year’s activities, electing board members, submitting motions and creating activities for members are among the website’s most important functions, and they needed to become both more intuitive and efficient to use.
LRF is also an organisation with several geographical levels, from the national federation and regions to municipal branches, local branches and local groups. With editors located across the country and varying levels of technical expertise, the new platform needed to be easy to work with.
About LRF
The Federation of Swedish Farmers, LRF, is a politically independent business and interest organization for people and companies within the green industries. LRF contributes to the development of businesses and entrepreneurs based on agriculture, forestry, gardening, and the rural environment, so that they can realize their ambitions for growth, profitability, and attractiveness.
The solution
The project was divided into two phases: phase 1, preliminary study, and phase 2, implementation and development. During the first phase, we defined the vision, target groups and impact goals, among other things. Together, Toxic and LRF decided to build a website that enables personalised communication and audience targeting, provides a platform for elected representatives and tools for editors, and creates a more efficient journey for members. A new visual identity was developed, followed by a prototype of the new website.
In phase 2, we shifted our focus to the technology. LRF has many systems that need to communicate with each other, making stable technology essential for creating a sustainable website, both now and in the future. We built the site on Umbraco and Microsoft Azure, providing a high level of control, full flexibility and 100% scalability. To further improve stability and speed, two servers perform the same tasks through load balancing. As part of the development, we implemented 15 different integrations, including ImageVault, BankID, Swedbank Pay and Swish, which connect to external systems, as well as Freshdesk, Roten and Samköp, which integrate with LRF’s internal systems.
A modern website built around members’ needs
The result of the collaboration was a modern and user-friendly website designed around the needs of both members and editors. The site offers personalised communication based on interests, a logged-in environment for elected representatives and tools for editors. The new design and functionality create seamless user journeys, from logging in with BankID and paying membership fees easily through Swish or Swedbank Pay to tailoring content based on individual interests and needs.
We have continued to support LRF since the launch through regular two-week sprints and well over a thousand completed development tasks. The membership journey, which was previously perceived as complex and inflexible, has been rebuilt to make becoming a member easier and complemented with new tools for collecting leads from potential members. The search functionality, which previously had significant shortcomings, has been equipped with a new search engine tailored to LRF’s needs.
Continuous development of the platform
The self-service tools for elected representatives have both been improved and expanded, while the tools available to editors have been further developed with customised sections in the Umbraco backoffice. The platform is also continuously updated to new versions of Umbraco to avoid accumulating the same technical debt as before. LRF’s statistics, which were previously collected in a complex Excel spreadsheet, are now presented directly on the website through a custom-built feature that imports and visualises the data.
The site has also gained new content blocks and page types, providing more ways to present information, and has been fully rebranded to reflect LRF’s new brand identity. A large number of the development tasks involve smaller improvements, bug fixes and adaptations, both large and small. This says something about the nature of the collaboration between Toxic and LRF: it is not a one-off project, but a long-term relationship.
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