Co-founded Steem within Navii design agency — a Web2Print SaaS platform that let Swedish organizations order and personalize branded marketing materials online. Nominated Sweden's best Web2Print tool at the 2011 Graphic Awards.
Client
Navii / Centerpartiet + Swedish organizations
Duration
2011–2012
Team
Navii internal startup team
Role
Co-founder & Lead Designer
Swedish organizations — political parties, associations, businesses — had no good way to let local branches order personalized marketing materials at scale. Existing systems were too rigid, required print industry expertise, and couldn't handle the complexity of brand-governed personalization.
Built an online storefront for end users to browse, personalize, and order branded materials, plus a backend admin system for organizations to upload customizable templates and define exactly what end users could and couldn't change. Traveled across Sweden to demo and test the platform live with real customers.
Quickly adopted by key organizations including Centerpartiet. Nominated as Sweden's best Web2Print tool at the Graphic Awards, November 2011. Demonstrated that a small internal startup could outcompete established print industry players with better UX.
The Swedish print industry was ripe for disruption. Organizations were managing branded print orders through phone calls and email chains, with no self-service options and no brand control at the local level. We saw an opportunity to build the tool that didn't exist yet.
We took the product on the road — meeting customers across Sweden to demo, test, and gather feedback in person. This direct customer engagement was invaluable. It shaped what features we built, what we simplified, and what we left out. Building in public, before building in public was a thing.
Centerpartiet became an early adopter, validating our approach for large organizations. The platform was nominated as Sweden's best Web2Print tool at the Graphic Awards in November 2011 — recognition that a small team with good design thinking could build something world-class.
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