My contribution

At Systembolaget I’ve contributed to feature design but I’ve also been involved with major redesigns and concept development.

Some of my daily tasks included:

• Wireframing

• Prototyping

• User Interviews

• User Workshops

• User Testing

• Design Documentation

• A/B Testing

• Surveys & Analytics

Challenges

Systembolaget is not like every other commercial company. They are not allowed to persuade you into buying more than you need:

Some of my challenges during the project:

• For the e-commerce website all exposure of brands needed to be equal. No ratings or best-seller charts were allowed.

• Good accessibility for users with disabilities. All feature development needed to pass WCAG 2.1.

• Systembolaget has received many awards for their service in the physical stores and customers expect likewise in the digital store.

New e-commerce website (2018)

I’ve been involved with a new e-commerce website currently in beta mode:
http://beta.systembolaget.se.

With the new online store called Framtidens onlinebutik (Online store for the Future), Systembolaget wanted to:

• Differentiate their offer online

• Show a relevant and available assortment

• Bring a customer experience that is personal and seamless

• Give a best in class service to customers

I worked with concept development and implementation of the new store with focus on navigation, search and product findability and category taxonomies. Together with the UX copy and category experts I also made iterations on the information structure and how to integrate products and beverage knowledge in the new store. Our conclusions and decisions were based upon user research and user testing.

Concept for a price offer mobile app, (2017)

Customers who invest in and store wine bottles can have their bottles valued by Systembolaget. To improve and digitalize the experience Systembolaget wanted to test a new mobile app where customers can send details about their wine bottles. They then receive an estimate of what their bottles are worth. I created the concept together with stakeholders. The concept included an interactive prototype and a questionnaire for user tests.

Ölstilar (Beer styles), (2016)

When Systembolaget was about to launch 60 new beer styles I was involved in the making of a new section where the customer could read and learn about the new styles. The styles were also integrated into the filter options when the customer searched for a product.

Challenges:

Some of the challenges included:

• How is the customer going to find the new styles?

• What has to be done to make the new pages search-friendly from Google?

• Are the new styles and beer hierarchy consistent with how customers are searching for products in the beer category?

My contribution:

Together with a colleague I made two different solutions for filter options and section overview page. We then user tested each solution and presented our insights for the rest of the team. Filter options and search findability were tested in guerrilla style at a Systembolaget store in Stockholm. The section pages were remote tested with the help of Skype.

B2B Vendor portal (2015)

Systembolaget (the Swedish alcohol monopoly) rebuilt the digital portal for their suppliers of wine, spirits and beer. The portal covers the entire distribution flow. From announcements and quotes, to resource management, distribution and follow-up.

Systembolaget wanted to:

• Meet modern demands on mobile use and responsive design

• Reduce manual handling through automation and simplified processes

• Increase the accuracy of information about each supplier and its articles

• Clarify and streamline communication between Systembolaget & vendors

My contribution:

I was involved with the concept development in the early stage before the team at One Day took over during my parental leave.

I made wireframes for start page and information structure based upon user workshops. I also made wireframes for the order flow, which was revised several times based upon user observations of how their vendors are actually working. Visual design was made by Art director in the project.

Vad passar till
(2015-2016)

Vad passar till is a beverage recommendation engine based on food selection. It was redesigned into a mobile-friendly format during 2015, then later revised in 2016 based on user testing.

My contribution:

I held workshops, made wireframes, design documentation and conducted user testing during the project.

Visual design was made by Daytona.