A Mission with No Compromises: Unicef Project

Project Duration: 2022 – Present

Interviews revealed that most people are unaware that the Unicef project focuses solely on children. Thus, it became crucial to create a lively, energetic, and hopeful design without losing seriousness. The design HAD to feel urgent.

Design Approach
This project exemplifies our commitment to creating impactful, user-centric designs that drive engagement and convey urgency, ultimately supporting the Unicef project to help children worldwide by addressing their urgent needs and simplifying the donation process.

Visual Impact
We emphasized impactful images. The menu, along with a donor CTA (Call to Action), remains sticky at the top right corner. The saying ”A picture is worth a thousand words” holds true. Images play a vital role and are often tightly cropped to enhance the sense of urgency. This visual strategy supports the Unicef project by making urgent needs clear. and a donor CTA (Call to Action) remain

Color-Coded Focus Areas:
Each focus area has its own color and icon. Unicef content creators can quickly generate a card for a specific area on the homepage, ensuring the site feels dynamic and up-to-date. This method helps highlight urgent needs effectively.

Enhanced Purchase Path:

One of the primary goals was to create a faster and simpler path to donation. We designed a sticky menu where a yellow CTA for donations is always visible. This enhancement simplifies the donation process, making it easier for supporters to respond to urgent needs.

Clear Communication of Urgency:

We chose not to shy away from communicating urgent needs. The background is black, the CTA is yellow, and large images are used to create a clear and compelling message. This design choice reinforces the importance of the Unicef project.


  • Decoupled CMS: Final pieces were launched online using a decoupled CMS, ensuring flexibility and efficiency in managing content for the Unicef project in collaboration with external agency.
  • New E-commerce Platform: A new e-commerce platform was also introduced to streamline the donation process and improve user experience.


  • Anna Nobel (Art Director)
  • Fredrik Ampler (UX Designer)
  • Jonas Lind Berteusen (Jack of All Trades)

Leveraging Design to Reconnect with Customers: A Path Forward for our customers

The COVID-19 pandemic and changes in consumer behavior have challenged many businesses, including Dunderdog. While some companies struggled, others that adapted quickly have grown. Integrating design into strategy can help you launch new businesses and build resilience. Here’s how Dunderdog can help you reconnect with customers and drive growth.

Understanding Consumer Behavior Shifts

The pandemic accelerated trends like digital services, convenience, personalization, and health focus. Companies that adapted swiftly succeeded. For instance, Dunderdog developed a legally compliant signing solution for our Rävisor service, ensuring timely delivery of yearly reports and attracting new customers preferring online experiences.

The Role of Design in Adapting to Market Changes

Design helps navigate uncertainty and find new opportunities. By using design thinking, Dunderdog can:

  • Conduct Empathy-Driven Research: Engage directly with customers to understand their evolving needs.
  • Prototyping and Testing: Experiment with new ideas and refine them based on feedback.
  • Create Personalized Experiences: Use data and AI to offer customized services.

Success Stories

  • Rävisor Service: Dunderdog swiftly built a legally compliant signing solution for our Rävisor service, ensuring timely delivery of yearly reports and attracting new customers who prefer online experiences.
  • 29k.org: We helped enhance the UX for 29k.org, a successful group therapy platform, improving how people cope with crises and personal development. This adaptation not only retained existing users but also attracted new ones seeking effective online therapy solutions.

Steps to Reconnect with Customers

  • Conduct Market Research: Understand the new consumer landscape through surveys and social listening.
  • Implement Design Thinking Workshops: Collaborate to brainstorm and prototype new ideas.
  • Enhance Digital Capabilities: Develop digital platforms for seamless, personalized experiences.
  • Focus on Customer Feedback: Create feedback loops for continuous improvement.
  • Invest in Employee Training: Equip employees with design thinking skills.


Dunderdog can leverage design to reconnect with customers, drive growth, and build resilience. Embracing a design-led approach can turn challenges into opportunities for long-term success.


  • McKinsey & Company, ”How Design Can Elevate Strategy and Performance”
  • McKinsey & Company, ”The Business Value of Design”
  • Dunderdog research “Rapid Colab based UK gov design sprints” Dunderdog Rapid Colab
  • 29k.org, ”Effective Online Therapy Solutions” 29k.org

Rapid Collab is our jumpstart – Get two years a head in 1 month

Rapid Collab is a collaborative ideation and design method. It is often done in five intensive days and focus on bringing out the participant’s ideas turning them in concrete and tested concepts. Usually, we run the workshops digitally using Miro allowing us co-creation anonymously.

Day one: Define the goal

– Why do we do this? – Define the principal stakeholders – Sketch the customer journeys for the stakeholders  

Day 2: Inspiration and sketching

– Inspire: Demonstrate good ideas with simple sketches. They should inform you about good solutions that are not necessarily linked to our service. Put them on the board, with the heading, sketch, and source. – Crazy 8s: Define areas of interest. Later you will sketch the proposals. You can do this together with others or for yourself. – Present: Describe your ideas to the rest of the team and motivate your ideas. Think about what effect your interaction is to achieve. – Refine: Sketch more in detail the ideas presented in the previous activity. – Present. Refine again if necessary. – On day 3, you will decide what to choose  

Day 3: Choose and Storyboard

– Best chance to reach the goal: Which ideas or part of the ideas have the best chance to reach the goal defined on day 1. – Pin the ideas: Put them on the board, with a catchy heading and sketches. – Like: Ask each of the team to like parts of all the ideas (motivate why if needed on a sticky note) – Risk: Mark the parts of the ideas that you consider risky (motivate why if needed on a sticky note) – Facilitator presents the results

• Storyboard

– Start – This is the first time your users are going to get in contact with your product. – Work with what you already sketched on the previous days

Day 4: Prototyping

• Level of detail

– Paper, wireframes, or pixel-perfect?

• Wireframing

– Layout the product as wireframes – Make them clickable

• Prototyping

– Define situations/cases to test – No longer than 15 min – Test the test – Find respondents – Plan to record the user test  

Day 5: Test

• Test

– Choose respondents from the different target groups – Test as many as possible. But at least 3 from every target group. – Record the interviews

• The interview

– Friendly welcome with questions about the respondent. Remind that there are no wrong ways to do the test – introduce the prototype – Clear tasks to use the prototype – Debrief

• Documentation

– Select relevant quotes from the interviews – Make a top-line report – Use quotes to illustrate

• Presentation

– Demonstrate the prototype – Show the results – Illustrate with quotes – Pick some relevant moments and show them as film   Contact us    

Learn, network and join our Academy workshops.

We share our knowledge through our super compressed workshops. They are announced in advance, in the communities we like ourselves. If there is an area we should dig into please get in touch.

If you have any questions, write to us at academy@dunderdog.se

Let’s play chess

The future of chess is of course offline. But on the other hand online chess is here to stay. We help the Swedish Chess Federation on how to run online tournaments.

Pro Bono we help the Swedish Chess Federation find a way of scaling their platform to host online tournaments.


About Dunderdog

We operate as a new service development partner. With an understanding of contemporary design, culture and research, we create strategies, experiences and identities. With heart and with bite.


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