MADE IN 2025 • BUILT IN 3 WEEKS • DESIGNED IN FRAMER • SOLO PROJECT

Modern Stockholm — city guide without overhyped places

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CONTEXT

Research

CONTEXT

Research

Stockholm is a popular city — 15 million overnight stays in 2024. 32% of travelers are foreigners — mostly from the UK, Scandinavia, and Germany.

There are tons of Stockholm guides. The problem is they have walls of text, poor photos, and lead to touristy traps.

The guide I made cuts the fluff — it’s a compact, playful, independent website about the modern city.

Stockholm is a popular city — 15 million overnight stays in 2024. 32% of travelers are foreigners — mostly from the UK, Scandinavia, and Germany.

There are tons of Stockholm guides. The problem is they have walls of text, poor photos, and lead to touristy traps.

The guide I made cuts the fluff — it’s a compact, playful, independent website about the modern city.

DESIGN PROCESS

Ideation, prototyping, and visual design

DESIGN PROCESS

Ideation, prototyping, and visual design

DESIGN PROCESS

Ideation, prototyping, and visual design

Because I did everything myself, I wanted to publish fast — and improve it in small steps, day by day.

I used WordPress and Semplice (a visual builder for designers) to get the site live. There were four pages: best places, night city, food, and Christmas — the most popular topics, and the most fun to play with visually.

Each page had its own mood. Most were white and clean, but the night city page turned black, with glowing colors — to match the vibe of the content.

It looked decent, but there were a few issues:

• Pages loaded too slowly
• Any design change meant rewriting code — and that took forever

• I wanted a more complex structure, but that was out of my coding skills

• And eventually, someone hacked the WordPress site

So I moved everything to Framer — full control over layout, and way more room to experiment.

Because I did everything myself, I wanted to publish fast — and improve it in small steps, day by day.

Each page had its own mood. Most were white and clean, but the night city page turned black, with glowing colors — to match the vibe of the content.

It looked decent, but there were a few issues:

• Pages loaded too slowly
• Any design change meant rewriting code — and that took forever

• I wanted a more complex structure, but that was out of my coding skills

• And eventually, someone hacked the WordPress site

So I moved everything to Framer — full control over layout, and way more room to experiment.

DESIGN PROCESS

References

DESIGN PROCESS

References

Apple TV+ is a great example of mood-driven covers. The layout stays clean and readable, but the logos change to fit each show’s vibe.

RESULTS

Final design

RESULTS

Final design

The site has a clear structure and a grid. That being said, every section uses the grid slightly differently, uses unique fonts, and gives specific vibes.

The guide doesn’t show the whole city — vice versa, it goes deep and describes Stockholm very specifically. It cuts all historical fluff — and skips overhyped touristy places.

The site has a clear structure and a grid. That being said, every section uses the grid slightly differently, uses unique fonts, and gives specific vibes.

The guide doesn’t show the whole city — vice versa, it goes deep and describes Stockholm very specifically. It cuts all historical fluff — and skips overhyped touristy places.

RESULTS

Impact

RESULTS

Impact

• Page loading speed improved by 60%

• Fully responsive design across phones, tablets, and desktops
• 12% more users scrolled to the bottom of the page

• Page loading speed improved by 60%

• Fully responsive design across phones, tablets, and desktops
• 12% more users scrolled to the bottom of the page

RESULTS

Lessons learned

RESULTS

Lessons learned

RESULTS

Lessons learned

Set deadlines when working solo

At first, I thought I had all the time in the world. But without a deadline, the project just dragged. I had to make my own finish line — or it’d never ship.

Work with the “always done” mindset

I launched the first version in a week. It wasn’t perfect — no fancy photos, no animation — but it worked. I made the rest better, little by little.

Use JTBD to shape product

This was my first fully solo project. I used jobs-to-be-done to understand what people actually need from a city guide.

Publish with Framer

I had some coding experience, but Framer pushed me further — especially with motion and performance.

Design for all screens

I built layouts for phones, desktops, and huge screens. Framer made it easy to adapt without breaking things.

Set deadlines when working solo

At first, I thought I had all the time in the world. But without a deadline, the project just dragged. I had to make my own finish line — or it’d never ship.