Case

AI for improved web experience and navigation

The Swedish Gymnastics Federation has successfully implemented artificial intelligence on its website, Gymnastik.se, to improve the user experience and make navigation easier for its 225,000 members. Together with Consid and the AI provider Rek.ai, the federation has developed personalised recommendations based on user behaviour and geographic location. This has enabled faster and more accurate information discovery, helping more visitors quickly find the content they are looking for. The initiative is part of the federation’s ambition to stay at the forefront of digital development and meet today’s expectations for modern, user-friendly web platforms.

Background

Gymnastik.se is the primary digital platform for the Swedish Gymnastics Federation’s 225,000 members, as well as for people who want to become part of Swedish gymnastics. The platform contains a large volume of content, including news, education and inspiration, aimed at multiple target groups. One of the main challenges has been helping visitors quickly and easily find relevant information, as the same content is often relevant to several audiences and areas of activity. In addition, the federation has eight regional offices with their own sub-sites, which has further complicated navigation.

– Consid is our trusted web partner who, in addition to helping us previously migrate to a new platform, has also implemented and designed the AI modules in an excellent way, fully aligned with our needs and visual identity. They continuously bring ideas for improvement, both technically and in terms of design. Working with Consid feels safe and reliable, says Moa Thomas, marketing manager at the Swedish Gymnastics Federation.

Implementation

To address these challenges, the Swedish Gymnastics Federation implemented an AI solution together with Consid and Rek.ai. The goal was to use artificial intelligence to deliver personalised recommendations based on user behaviour, up-to-date information and the visitor’s geographic location. By applying AI technology, the federation was able to improve navigation and help visitors find relevant content more quickly.

The federation uses the Sitevision platform, which made it easy to activate Rek.ai’s AI modules via the Sitevision Marketplace. After the AI model had been trained on the federation’s unique data, an onboarding workshop was held. During this session, the organisation received clear installation guidelines showing exactly how and where the AI modules should be placed on the website.

– Consid and Rek.ai have had a successful partnership for many years, working together to help website visitors quickly and easily find relevant information. The Swedish Gymnastics Federation, like many of our other 30 national sports federations, faces challenges in managing large volumes of content across many different sites, both at national and regional level within Sitevision. A key part of this work has been ensuring that visitors can quickly find what they are looking for, especially on mobile devices. This collaboration is both rewarding and inspiring, and we look forward to continuing to create new opportunities for Swedish gymnastics, says Louise Ohlin, account manager at Consid.

Solution

The AI solution from Rek.ai is based on deep-learning technology trained on the Swedish Gymnastics Federation’s specific data. This enables the organisation to offer tailored recommendations that optimise navigation and enhance the visitor experience.

Several features were implemented to improve usability, including:

Quick find Dynamic links that help visitors easily navigate to relevant landing pages.
Read more Content recommendations at the end of pages that inspire visitors to explore related content.
Autocomplete AI-generated search suggestions based on the visitor’s location and previous behaviour on the site.
Discover more Related news articles displayed after a page to encourage further reading.

Results

The results following implementation have been very positive. Today, 23 percent of all visitors receive AI support to navigate further on the website, and approximately half of all users who use the search function receive assistance in completing their searches through AI-generated suggestions. User feedback and internal analytics also confirm that more visitors are now finding the right information faster.

– We are very pleased that we dare to keep pace with development and test new technologies to meet modern digital behaviours, says Moa Thomas, marketing manager at the Swedish Gymnastics Federation.

Future development

The next step is to integrate the AI modules into the regional offices’ websites and to launch Rek.ai’s automated questions and answers feature. This functionality will be available both in the search field and directly on content pages, further improving the user experience and making it even easier for visitors to find answers to their questions.

Premium partner

Overall, the Swedish Gymnastics Federation’s AI implementation has resulted in a significantly improved user experience, faster navigation and more relevant content for visitors. This investment in new technology demonstrates the federation’s ambition to stay ahead in digital development and meet user expectations for modern web experiences. As a premium partner to Rek.ai, Consid works closely with Rek.ai to meet customer needs, ranging from joint customer initiatives and workshops to identifying, implementing and optimising the best possible solutions.

Consid is an outstanding partner and the company that has completed the highest number of Rek.ai installations to date. We feel very confident that Consid’s customers will become strong ambassadors for our service.

Robin Tuorda, co-founder and head of sales at Rek.ai

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