MADE IN 2025 • BUILT IN 3 WEEKS • DESIGNED IN FRAMER • SOLO PROJECT
MADE IN 2025 • BUILT IN 3 WEEKS • DESIGNED IN FRAMER • SOLO PROJECT
Modern Stockholm — city guide without overhyped places
Modern Stockholm — city guide without overhyped places
Modern Stockholm — city guide without overhyped places
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.
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.
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.
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.










© Apple Inc. Shown for educational use. Not affiliated. Please don’t sue me
© Apple Inc. Shown for educational use. Not affiliated. Please don’t sue me
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.
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.
RESULTS
Next steps
RESULTS
Next steps
I want to continue developing Modern Stockholm guide:
• Implement more dynamic content
• Launch social media accounts to grow traffic
• Start working on an iOS app with deeper traveler support
I want to continue developing Modern Stockholm guide:
• Implement more dynamic content
• Launch social media accounts to grow traffic
• Start working on an iOS app with deeper traveler support
Hugo Löfquist
2024…2025
Legal name:
Evgenii Lefkvist
Hugo Löfquist
2024…2025
Legal name:
Evgenii Lefkvist
Hugo Löfquist
2024…2025
Legal name:
Evgenii Lefkvist