Lagenhetsbyte – Reframing the user

The problem
Lägenhetsbyte have 20 years of market presence and a user base it had misread for most of them. What was called being a power user, was just a logical fault, they were long-term accounts the platform had trained into a hoarding behaviour, absorbing visibility and giving false hope to motivated newcomers. Combined with no reliable way to measure completed swaps meant stakeholders were making decisions on assumptions.

The real problem
The misread was institutional. Challenging it meant convincing an organisation that its most loyal users were part of the problem, and without the data infrastructure to prove it yet. It took the better part of eight months to move from quick fixes and smart answers to real suggestions. Reframing how the rest of the company saw someone the platform had taught to connect with everyone rather than the right ones, because we misread urgency and intent, was weeks of insight and months of politics.

What I did
Redefined what a successful user looked like. Built a scoring model weighted on activity, living situation, area compatibility and historical swap patterns, teaching the platform to surface users likely to complete a swap rather than cohorts who had been there longest. Divided the customer lifecycle into three phases and designed distinct experiences and success journeys for each. Added in-platform reporting as both a trust signal and a behavioural data layer, letting users flag unresponsive or misleading swaps, simultaneously keeping frustration off external review platforms and feeding new measurement points into our algorithm.

What changed
Stakeholders had more reliable basis for decisions for the first time. The platform stopped rewarding and encouraging wrongful behaviour.

My role
Senior ux designer. Led strategy, research, scoring logic and design execution across a cross-functional team including a data scientist who pressure-tested every hypothesis before it became a decision.

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