TRY is building a new website with an agentic workflow

Instead of Lorem ipsum, the standard placeholder text used in design and publishing to fill space before final content is ready, we have in some cases used AI to translate text. We did this to launch faster. But relax: everything will be revised by real people.

“We've deliberately chosen to show it while it's still being built, as part of a test project in a new way to develop and migrate websites,” says Sindre Beyer, CEO of TRY. “We're learning as we go, and we've chosen to go live even though not everything is 100%.”

Updating a website usually means a big job of moving and migrating content. TRY.no is a test project to find out how that can be done far more efficiently, so you may come across mistakes and gaps while the work is under way.

“We could have waited until everything was perfect, but we'd rather share the road we're on,” says Beyer. “We're building the site on a completely new, forward-looking system, and what we learn now, we'll take with us to our clients.”

An MCP built in-house

“What sets this apart from an ordinary update is the tooling under the bonnet,” says Leon McVey at TRY Stockholm.

McVey built the new website together with Oskar Hellqvist and Chris Hagberg. The site isn't just a shop window. It's meant to be the foundation TRY builds the rest of its digital work on.

Underneath it all is an MCP developed in-house: an integration that makes it possible to move content and data into the new platform. On top of that, there are custom “skills”, set recipes that put the right elements in the right place, every time.

One source of truth for the brand

The more digital surfaces carry the TRY logo, the easier it is for the design to drift apart.

McVey has made this a priority since day one: TRY.house shouldn't just wear TRY's design, it should be the source of it. A living, always up-to-date design manual for tools and services built with Claude.

“If everything is built from scratch in Claude, we'll slowly but surely end up with 40 different breaks from the brand. Not because anyone gets anything wrong, but because the design system isn't a living organism,” McVey explains.

The answer is a monorepo, where all the code and design components, buttons, fields, cards and the like, live in the same codebase as the website, the CMS and the tools around it.

“The difference from an ordinary design manual is that Claude can actually read the components, not just use them. If someone asks Claude to build a new internal app, it inherits TRY's look automatically, without anyone having to remember to style it right,” says McVey.

“The website becomes the answer key for how the brand should look. Change a button or a colour, and it happens in one place and shows up everywhere at once.”

Ready for what comes next

The site is also built on a new, sturdier technical platform, made to handle growth as needs change.

“The website is the infrastructure for the rest of digital TRY,” says McVey.