E-Commerce experience


Brand experience
UX design
UI design
User test and prototypes
Customer journey mapping
UX copy

Building on our prior experience with growing the Willy's brand – one of Sweden’s largest chains of grocery stores – our insights and capabilities have contributed to a strong integration of the digital and physical brand experience. This has effectively brought the brand identity to life even further and helped enhance overall brand perception for Willy’s customers. This applies no matter where and how they interact with the brand: in store, in advertising and communication, or in Willy's increasingly important digital channels: e-Commerce site, the Willy's App or when using Scan & Go for a quick and convenient in-store shopping experience.

Strategy informs identity.

A significant part of our work is insight driven with a focus on identifying pain points and opportunities throughout the customer journey across the different digital channels. Through UX research, customer interviews, analyzing customer feedback, and mapping, we gained an essential understanding of the user shopping experience and overall life-puzzle that affects their regular shopping habits. Driven by these insights, the design phases involved brainstorming sessions, user testing, and prototyping, to ensure that our design solved the identified pain points and offered new opportunities.


Few but hard working elements.

By implementing scanning technology to simplify the payment process in the Scan & Go section of the app, and by extending and improving the 'Hämta' - Shop Online & Pick up instore – concept, thus enhancing convenience and customer satisfaction – we elevated the digiphysical experience for the Willy’s shopper greatly.