PRO – A Modern Website and App for Sweden's Pensioners

An elderly couple sitting on a bench, with the man wearing a hat and scarf, and the woman resting her hand on his shoulder while gazing at the scenic view.

About PRO 

The Swedish National Pensioners’ Organization (PRO) is a non-profit interest group with 260,000 members across the country. The organization works for a society where pensioners have financial security, access to quality healthcare and social care, and a safe and stimulating living environment. PRO influences policymakers on key societal issues that matter to older adults. PRO is also Sweden’s largest meeting place for pensioners. As a member of PRO, retirees can find a sense of community after their working life and continue engaging in activities and interests. The organization offers opportunities to take courses, travel, enjoy cultural experiences, and participate in wellness activities.

I think the collaboration with Consid has worked incredibly well. The absolute best part of working with Consid has been their dedication to delivering something truly effective and useful for the end user. Their flexibility and ability to adapt the process to changing conditions have been absolutely crucial to the success of the project. What I have also greatly appreciated throughout the project is the team’s high level of expertise in their respective fields and that the team composition perfectly matched the skills we needed to bring this to completion.

Frida Enroth, Digital Strategist and Website Project Manager at PRO.

Challenge

The Swedish National Pensioners’ Organization (PRO) has made significant investments in digitalization in recent years. While today’s pensioners are increasingly digital, there is still a considerable gap in digital maturity between individuals. PRO’s goal was to make it easier for everyone to participate and stay connected with local activities. Therefore, it was crucial to communicate the organization’s message in a user-focused and accessible way, particularly from a cognitive perspective.

PRO’s website includes different sections for each district, regional organization, and local association. This structure involves over 1,200 editors, each with varying levels of experience in managing website content. The existing website was perceived as too complex, as a simple editorial interface is essential for creating a good user experience. To address this, PRO wanted to revamp these sections and update the homepage. After thoroughly analyzing the extensive existing structure, the project team realized that a complete overhaul of the website was necessary. At this point, a board decision had also been made to develop an app—a project that was temporarily put on hold until the website was updated.

– We decided to pause the app development because it would be much more sustainable and efficient to create design components, functionality, and so on that could be used for both the website and the app, says Veronica Eksmo, Project Manager at Consid.

The work on the app resumed the summer before the website launch, allowing web and app developers to collaborate. In September 2024, the new website was launched, followed by the app in November of the same year.

PRO's website homepage displayed on both a laptop and mobile device, featuring an image of older adults gardening and information about membership.

Solution

The KPI framework that the Consid team helped PRO establish focused on measuring the following key impact areas:

  • Increasing membership numbers
  • Raising awareness of PRO and its offerings
  • Enhancing engagement
  • Improving member satisfaction

One of the early initiatives was to support an update of PRO’s visual identity, ensuring it met the needs and expectations of its target audiences while being optimized for digital channels. PRO’s original graphic profile featured many different colors, so to create a cleaner and more inviting look, the team reduced the number of primary colors to three and introduced gradients.

– We adjusted text sizes for the new font to further improve readability and accessibility. The new design is simple, airy, and modern. It is inviting while maintaining a clear focus on structure and clarity, says Veronica Eksmo.

In addition to editorial content, the website includes several core features:

  • Membership Form – One of the most critical components, integrated with both the membership system and payment solutions.
  • Find a Local Association – An advanced search function that allows users to find their nearest PRO association through both map-based and text-based search, essential for potential members.
  • Dedicated Sections for Each District/Regional Organization/Local Association – Each has its own section on the website with subpages.
  • News – Organized according to the site structure.
  • Activities – Categorized by region and integrated with the membership system.
  • Help Section – A crucial resource for editors, with significant effort put into its development.

Given the website’s extensive structure, the project team had to carefully design roles and permissions to ensure an efficient, user-friendly, and sustainable solution. To streamline what would otherwise have been a massive manual task, the team developed a script to automate the setup of the website’s structure based on the membership system. Additionally, due to the large number of pages, they automated the management of redirects.

The App

When work on the app resumed, the team leveraged news content from the website, which was a key reason for pausing the app development while revamping the site.

This approach allowed the app project to restart smoothly and efficiently, with support from Consid’s Mobility business unit, leading to a successful launch.

In the first version of this native app, called “Mitt PRO”, members (and potential members) can follow selected associations, access news, activities, and contact details from their chosen associations and the national organization.

Two people standing in front of a board with post-its at it. The seem to be discussing something intensely.

Results

The highest priority before and after launch was to simplify the work of the editors and provide both them and visitors with a better website experience.

– We have received fantastic feedback from both PRO and the editors. The response has been that users find the website easy to work with, visually appealing, and accessible. PRO has also done a great job of informing members about the new website and app, which has increased both interest and engagement, says Veronica Eksmo.

The Consid project team also set up dashboards for PRO in Looker Studio, allowing for analysis and tracking of key results. The new pro.se now averages 23,000 visits per month (as of December 2024) and was a finalist in the 2024 Sitevision Awards for Best Marketing Website. Additionally, the site received a high rating of 4.64 out of 5 on Webperf, which measures the performance of critical public-sector websites. Compared to the previous version, pro.se has climbed 20 ranking spots, confirming its accessibility and functionality.

– We are extremely satisfied with the results. We see increased internal use of the website, as more associations have started utilizing their pages, and overall site traffic has risen. Already, about 10% of PRO’s members have downloaded and started using the app, which I consider a strong number given that most of our operations have traditionally been analog, says Frida Enroth, digital strategist and web project manager at PRO.

Regarding the app, measurements taken at the end of 2024 and the beginning of 2025 show 18,000 downloads and 2,000–3,000 daily users. At that time, the app ranked as the fourth most downloaded in its category on both the App Store and Google Play.

– The post-launch follow-up for both the website and the app has exceeded expectations. We have received highly positive feedback from PRO at the national level, but especially from editors and members. Editors find it easier to do things correctly, which in turn enhances the visitor experience. Now, we look ahead to refine and improve even further, says Veronica Eksmo.

Frida Enroth and her team at PRO are also looking forward to continued development:

– I’m excited to further develop both the app and the website. I especially want to work on the features and requests we had to prioritize out in this first phase, as well as explore new ideas and functions that will benefit the associations. With the app’s launch, we have now unlocked many more opportunities to enhance communication between associations and members.

A series of screenshots showing the PRO app's interface on mobile devices, displaying news, activities, and event details.

Project Owners 

Portrait of a woman standing in front of a red brick wall. She has long hair and is smiling at the camera.

Veronica Eksmo

Consultant Manager & Project Manager

veronica.eksmo@consid.se

0730-718629

Portrait of man in a blue suit and white shirt. He has short hair and a beard, and he is smiling at the camera.

Jonas Backman

Key account manager

jonas.backman@consid.se

070-756 76 80

Can we help you? 

Leave your information and a short message and we will get back to you as soon as possible. We look forward to our conversation!

Fields marked with an asterisk (*) are required.
Privacy Policy
Previous