Growth Hacking of Scandinavia's Biggest Design Retailer

Client: Rum21 / Royal Design Group

My role: UX & Design Director

Platform: Storm Commerce

The client is the biggest retailer of premium interior design and furniture in Scandinavia. They had recently rebranded and launched a new site, but it was not yet performing to its full potential. The client wanted a refresh with better responsive design, straightforward navigation, and more storytelling and inspiring content.

I managed this project solo from a design and research perspective. I took on product discovery and research and carried out all designs myself while working with a great front-end developer who would turn my design and animations into code.

I conducted a heuristic analysis of the old siteThe product discovery happened through stakeholder interviews with eCommerce managers, social media managers, content producers, the sales director, customer service, marketing managers, and the CEO. I also gathered insights by analyzing the store's Google Analytics data and sales performance and reviewing the marketing calendar and sales cycles. A strategy phase ensued before I entered the design phase, where each strategic pillar came to life through UI/UX and content.