Bonnier is one of the largest and most influential media groups in the Nordics, with a 200-year history of publishing. One of their most beloved magazines, Allt om Min Trädgård, has long served as a trusted resource for gardening enthusiasts across Sweden. The company wanted to modernize this experience by turning the magazine into a digital product — one that could support subscribers in the care and upkeep of their real-life gardens. Through personalized tips, plant tracking, and seamless content updates.
THE CHALLENGE
How might we design a user-friendly, personalized gardening app that helps subscribers care for their real gardens — while being scalable and easy for the client to manage?
CORE CONTRIBUTIONS
Revitalizing Bonnier's digital presence, empowering gardening enthusiasts to track their flowers, engage in discussions, and connect with fellow subscribers, seamlessly blending technology with the beauty of nature.
Researching user needs and behaviors
To ground the product in real user needs, I conducted desk research on gardening habits, competitor apps, and the brand’s digital presence. I then interviewed three engaged forum users to uncover pain points, validate our feature set, and explore the value of a digital gardening companion.
The insights were clear: users wanted a calm, helpful, and intelligent app that supported their routines, without overloading them with notifications or complexity.
Be able to create several personal gardens and add plants and flowers
Get tips and tricks depending on what is in my garden
Get automatic updates regarding my garden
Seasonal monthly tips
Enable connecttion with other subscribers that also love gardening
Conceptualization
I created low to mid-fidelity wireframes to define key flows like onboarding, virtual garden creation, plant search, and personalized care. These were tested and refined in quick user rounds to ensure clarity and ease. Once validated, I designed a high-fidelity UI inspired by editorial warmth and Scandinavian simplicity - a clean palette with a pop of color, calm colors, minimal but rich components, and accessible design for future scalability.
The interface needed to feel both fresh and familiar — something that long-time magazine readers could adopt easily while also feeling modern and responsive.
Outcome
Once structure and usability were validated, I transitioned to high-fidelity UI design.
These were tested in rapid rounds with users to validate clarity and usefulness, resulting in streamlined flows that prioritized ease and personalization.
The interface needed to feel both fresh and familiar — something that long-time magazine readers could adopt easily while also feeling modern and responsive.
Reflections
This project was about more than digitization — it was about translating tradition into a living, interactive experience. I learned how to:
Align business needs with emotional user goals
Design calm and helpful UX for non-technical audiences
Collaborate closely across disciplines while owning the full design responsibility
Build a system that supports both content richness and product scalability
