Girl and boy with skolemælk looking at the camera

Skolemælk.dk

Subscription-based webshop

New web solution improves purchase fulfilment and user experience for the 275,000+ annual visitors to skolemælk.dk

The Skolemælk.dk case is about a subscription scheme used by thousands of parents with school-age children - and the challenges that arise when a commercial solution lacks a user-centred experience.

Subscription solution

Knowledge universe and shop in one self-service solution

Our collaboration with the Danish Dairy Board on the school milk scheme started in 2010, when we created the web platform for a large knowledge universe that gives parents and children ideas for healthy packed lunches and disseminates knowledge of a more general nature on how to give children the best conditions to thrive in the school day.

The shop where you could buy milk subscriptions was an independent solution at the time, which we took under our wing when it was decided to merge the two platforms in 2017. In May 2018, we went live with a brand new skolemælk.dk, which brings together the knowledge universe and shop in one strong subscription and commerce platform.

We’ve previously experienced a lot of stress around IT implementations, but with Illumi the process was calm throughout, with very few issues during launch.

Jan Hermansen, Head of Department at the Danish Dairy Board

The webshop needed an upgrade

In the previous solution, all webshop functionality was integrated into Navision and had many limitations compared to what consumers could expect from a modern webshop. Every year, around the start of the school year, this resulted in several thousand enquiries to customer service from users who needed help with logging in and registering for the school milk scheme.

To get the new web project off to a good start, we converted all the perceived challenges into insights and designed a completely new shop interface with a focus on the user experience for all kinds of visitors - both those who need to edit an existing subscription and those who need to create a new subscription.

New Umbraco solution

Together with the Danish Dairy Board's Navision supplier, we carried out a classic analysis to uncover limitations and opportunities in the existing Navision setup. The solution is based on Umbraco CMS with a custom-coded shop interface and integration to the existing Navision setup and other IT environment.

There has been a great collaboration between Illumi and our Navision supplier, which has been absolutely crucial to the success of the project.

Pia Damgaard Bech, professional coordinator at the Danish Dairy Board

In the new Umbraco solution, editors can manage content themselves without relying on external support for every correction or update. This flexibility has reduced operating costs and made Dairies' School Milk Scheme much faster at publishing changes and new content.

Mobile view of Skolemælk's website design

Desktop view of Skolemælk's website - order subscription

Mobile view of Skolemælk's website - order milk

Mobile view of Skolemælk's website - scholarship page

Mobile view of Skolemælk's website - info page

Desktop view of Skolemælk's website - lunch boxes

For the Danish Dairy Board, it is important that the often expensive upgrades of business IT support are taken with very sure steps, so that throughout the process we have control over the system's ability to meet the strategic business needs, quality and not least the economy. Together with Illumi, we hit the mark on all parameters.

Jan Hermansen, Head of Department at the Danish Dairy Board

Intuitive for everyone

The Dairies' School Milk Scheme aims to offer the milk scheme to all parents of schoolchildren regardless of technical understanding, mother tongue or financial status. That's why the shop supports all forms of payment - e.g. registration for direct debit, payment by debit card and payment in instalments. The shop is also available in both English and Danish versions.

Internal searches

In addition to the traditional positive limitations, you can also exclude recipes with specific ingredients such as gluten or other allergenic foods from your search results. Moreover, you can search specifically for your child's school and see if the school is enrolled in the scheme and which dairy products your school offers.

Tracking of data

The new solution has integration with Google Analytics, and the Danish Dairy Board can now make much more informed decisions based on relevant user data.

We can now measure customer behaviour on the site on many more parameters, and we have gained much better insight into the user journey.

Pia Damgaard Beck, Technical Coordinator at the Danish Dairy Board

The result

The results of the investment can be seen in several areas, but overall they can be explained by a significant improvement in the user experience - especially for the 60,000 users who visit the site around the start of the school year to sign up for the subscription scheme or find inspiration for packed lunches in the new school year. Users now experience a webshop with an intuitive ordering flow that ensures that customers arrive safely - and all the way - to the checkout.

On the resource side, there is not the same pressure on customer service as before, and the need for temporary assistance around the start of the school year has decreased significantly.

Skolemælk.dk is the central platform for ordering school milk, and the solution is smooth and intuitive on all platforms from PC to smartphone. We have a robust solution with good opportunities to build new facilities as the business model for school milk develops.

Jan Hermansen, Head of Department at the Danish Dairy Board