Redesign of

In 2024, the Federation of Danish Motorists (FDM) aimed to keep their status as the premier authority on everything related to cars and I took on the role of leading the UX design efforts for the redesign of

I engaged in a project with the Federation of Danish Motorists (FDM), focusing on enhancing their digital presence.

My role involved working closely with various stakeholders to develop a revamped information architecture and a strategic approach to content. This included the user flow diagrams, wireframes, and detailed mockups to visualize the proposed changes.

A significant portion of FDM’s members felt underserved, experiencing a lack of value from their memberships. This dissatisfaction not only meant people churning but also posed a challenge in attracting new members.

To address this FDM was revamping its brand and strategic direction. To better showcase this transformation there was a clear need for FDM to streamline its digital channels to better communicate the real value of membership.

Our goal was to develop and introduce webpages that would align with the refreshed brand and effectively highlight the perks of FDM membership.

The overhaul featured a revamped homepage that more effectively narrates the brand’s story through videos and offers direct access to key offerings, including advice for car owners, products, social initiatives, and FDM’s mission.

Departing from a previous design dominated by text and generic images, we opted for a lively, dynamic aesthetic characterized by striking color palettes, user-friendly icons, captivating videos, and genuine photography.

Additionally, we enhanced the site’s structure to improve navigability, making it simpler for users to find what they need.

Owning a car brings with it a set of responsibilities and needs, which FDM seeks to address through its membership offerings. The organization’s goal is to marry individual car ownership needs with a collective vision for a sustainable future.

FDM strives to be an essential partner for every car owner, advocating for their interests while contributing to the greater good of society.