It is the biggest sports and entertainment arena in Scandinavia, with a capacity of 65.000 people. It opened in October and the first version of their website was launched in June.


Mobile First

Even though desktop was by far the biggest platform for the current website, we knew that the mobile would eventually be the leading platform for the arena. When the user was on the actual arena, our mobile first initiative really paid off. We created a new kind of responsive website: it changed content depending from where the user was. If (s)he got online through the free WiFi then the website changed to a portal of the event you were visiting.

All design were modular and were made to be fitted into the phone first, then we made it flow upwards onto the big screen.

The Website

The first beta release of the website was designed and built in three months. To manage the tight deadline our team sat next to each other, worked in 2 week release cycles, where I always were one cycle before the designer and the developers. We did most design in the browser, as I pushed for agile UX throughout the project. I was UX Lead on this project and worked closely with the team from the pitch up until the first non-beta version of the website at the time of the grand opening.

I created the creative part of the pitch along with my design director, led the discovery phase and was solely responsible for the whole concept of the arenas digital presence; my work spanned from the digital strategy to detailed wireframes. The project expanded during our work with them to include social media, online advertisement, a mobile event web over WiFi, at the arena during the event, to the design and function of the 650 screens at the arena.

The biggest challenge was to create a website that was responsive not only to what device was being used but also where the user was located, and what event she was interested in. This is my biggest project to date and I'm very pleased with the outcome. My main focus was to make sure the strategy was followed and that it worked. That we did a simple yet effective website that eventually would bring income to the client.

Social Media

With the premiere closing and lots of fans on social media, but no real activity from the arena staff, we took over their Facebook page and created an Instagram account. While we were creating content I set out a strategy for social media for the first 365 days. Concepts based on weekdays, and guidelines for behind the scenes content.

While likes is important(ish) what matters is giving the visitors the tools to tell their friends about their experience at the arena. I created the strategy for how we displayed social media pointers online, as well as on the arena. Leading to Friends Arena being the most-checked in place in Sweden 2013.


The header of all pages on the website was built so that it could handle static images, as well as custom html. The concept was that we created campaigns for the start page, but instead of doing something with a time stamp we created a system so that campaigns later retired in sub pages. The first campaign we created was a tilt shift video of the construction of the arena. After a few weeks, when the arena was opened and we switched focus to the events, that campaign was now on top of the "The Arena" sub page. A good way to recycle all the efforts made into the campaign items. We created a set of campaigns for the first year of the online arena.