Relaunch & Last-Mile Logistics for Elon
The problem
Elon is one of Sweden's largest consumer electronics retailers, competing not on the megastore scale but with a wider network of smaller franchise stores with a distinctly local character. Taking that quality online without flattening it into a generic ecommerce experience was the core design challenge.
The project ran in two phases. Phase one: a full ecommerce relaunch on Adobe Commerce, timed to a pandemic that made the online storefront the primary customer touchpoint overnight. Phase two: an integrated last-mile delivery and installation solution based on store-nodes, somthing we needed to design into the architecture from the beginning.
The real problem
Nordic ecommerce customers have high expectations, Klarna and Swish originate from Scandinavia for a reason. The omni-channel dimension added complexity: the experience had to work as a standalone online journey and as a gateway to local stores simultaneously.
Last-mile and delivery of bulky consumer electronics is never "just a plugin". Two fulfillment models ran in parallel: standard logistics relationships kept intact while a store-inclusive model was piloted, franchise locations acting as distributed fulfillment nodes. Using stores as warehouses remains uncommon to this day but Elon was doing it early.
What I did
Led design across both phases, discovery, mapping and information architecture, and experience design. Continuously surfacing new opportunities and integrations, giving stakeholders the language and confidence to invest in future steps and phases.
What changed
We saw some real positive numbers: 65% increase in site-visitors, 145% increase in sales, 197% increase in transactions year on year 2019 to 2022. We built a foundation solid enough to grow on, still running five years later, continuously updated but never replaced.
My role
Lead designer for Vaimo across both phases and beyond. Expanding client ambition where opportunity existed, constraining it where reality required, keeping technical delivery and customer vision moving in the same direction. Discovery, stakeholder management, third-party application research, user research across target demographies, information architecture and design.
