This study has been a collaboration between the company Spinnerfall AB and ourselves and is focused on the company’s website: Sportfishing News. The goal of this collaboration is to create a new version of the 16-year-old webpage. The first part of the study was to accumulate information regarding the users needs and impressions of the site. The method we choose to acquire this data was by observations conducted in two phases – initially on the current webpage and then on  our new version of the website. The observations accumulated relevant data. This data became the foundation from which the site’s usability, accessibility and user experience requirements were defined. In consultation with the site’s administrator and relevant literature we worked towards meeting the established requirements on the site. The second phase of observations, which were conducted on the new version, confirmed that a considerable higher level of satisfying user experience had been achieved on the new and improved website which conformed to our established usability and accessibility requirements.