I started by mapping customer needs. Research showed that clarity, transparency, and easy comparisons were critical to reduce decision fatigue. From there, I defined the end-to-end flow: homepage, product catalog, product detail pages, comparison tools, and checkout. Using Figma, I built wireframes and prototypes to test early with real users before moving into high-fidelity design.
To ensure scalability, I built a design system alongside the webshop, creating reusable components for navigation, product cards, pricing modules, and forms. This allowed the development team to ship faster and maintain consistency across pages and future markets. I also collaborated closely with analytics teams to track drop-off points and ran A/B tests to fine-tune layouts, CTA placement, and content density.
The final solution was a fully functional, mobile-first webshop that simplified a complex offering into a clear, intuitive customer journey. It not only improved conversion and reduced bounce rates but also gave Svea Solar a scalable foundation to expand its digital sales across new European markets. One key experiment improved desktop conversion from ~13% to >19% and mobile to >15%.
