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Another State bridges the digital technology gap for its clients

Stockholm, November 25th, 2016

Six years ago, in Stockholm, a new digital design studio was born. This is not any ordinary agency, this is ‘Another State’.

Focused on delivering business oriented digital crafts that make a difference to it’s the brands it works, Another State counts amongst its clients big names such as Ericsson, Uber and Tele2.

Fredrik Wetterholm, co-founder of Another State puts it simply as, “We design and produce everything that you can interact with through screens. Today that is mainly websites, web applications, native and more but tomorrow it might be the interface of your fridge or your bathroom mirror.”

Wetterholm and Another State’ UX-designer Johanna Brolin, share with TIA their secrets on UX design and clients relationships.

Johanna: I think UX is first and foremost the overall experience a user get once we launch a project. Secondly it is a combination of the client need and the user goal. Third, it’s a seamless combination of really good design, smooth and efficient technology as well as research and knowledge of the user. So UX is like an umbrella that should cover the whole project to deliver on-point experiences based on research, analysis & thorough understanding of the user.


Fredrik: Many of our clients approach us with an understanding that digital opportunities have changed the way you need to work and operate as a business. Many companies fear this and feel a little unconfident in terms of what to do and how to act and react when their industry suddenly is disrupted by new services, start-ups and competitors that are ahead. This disruption is something that we try to help our clients to operate within. Just look at what UBER did to the traditional taxi industry or what AirBnB is doing to the hotel industry.

During one of our most successful projects in terms of KPI´s we worked with Moderna Försäkringar – a Swedish company selling insurances. We worked very closely with the client and the developers of the solution, which ensured that we really understood the product, the users and the technology.

What made this project challenging is that we needed to design a very complex user interface that demanded complicated back-end solutions and yet always delivered a seamless user experience towards the end-user regardless of how many pieces of the interface were put together. We created a lot of different components built on complex systems that yet always seemed simple towards the user.

The result of this collaboration was a 90% increase in sales online. We believe this shows that the right UX is always a core component for success. Seamless and simple design, technology that delivers & an overall experience that makes a process simple for the user and lower the threshold for consumption.

Johanna: I think 2015 was the year for UX, where it became common enough that people didn’t look too confused when mentioned. I think this will continue on the same trend, UX will become just as essential as design and development and will be the back-bone for creating a seamless experience. Users also develop into more and more experienced digital users and therefore their expectations are higher than ever before. It is expected that the experience will be seamless, and if it isn’t, it will disposed of.

As for trends I think technology will become a bigger part of UX where we need to work more intertwined with technology to really get the best experience possible. As AI’s and Bots become more common a basic understanding of how humans interact will become essential and in that sense UX might branch out into different roles – and it might be more common that a whole team practices UX, but within that team there are different roles contributing in different ways towards the same goal – a seamless, intuitive and innovative digital experience.

Fredrik: Our team today consist of approximately 10 people. We are almost always looking for more super-skilled digital designers and front-end developers. In many of our assignments our team grows and we work with specific specialists for tech, strategy, analysis and other.


Our challenges most of the time consists of running a lean process that at the same time make the client feel confident that we will meet their expectations. We do not like running traditional waterfall models where we have to define everything pre-hand since this old way of working is time consuming and expensive for our clients.

Our creative culture is super important to us. We try to find new inspiration in everything we do and we look quite deep into the different client ecosystems that we come across which can be very inspiring. We also try to enhance ourselves by having a familiar setting at our office, travel as much as we can, meet new people and look into other arts and cultures.

The creative community in Sweden is fantastic, our climate really caters for start-ups and we have a lot of skilled people within our industry. This also makes the competition fierce here and that challenges us in our work-role every day.

If we are to describe Another State in three words these would be: Design, Technology and Fun.

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