Background: Prior to this project, each of the Nordic countries we operated in (Norway, Sweden, Denmark, and Finland) had its own separate web platform. All of them were running on decades-old infrastructure, were fragile, lacked responsiveness and were heavily reliant on manual processes. On top of that, maintaining and developing each platform individually was time-consuming and inefficient. The goal of the project was to bring everything together into a single platform that could operate across all countries. This would cut down on maintenance, simplify development, but also make the platform much more attractive and accessible for new customers.

What was done: Since the project involved four different countries, each with its own regional needs, my team and I started by doing a extensive amount of research. We mapped out known user needs, business goals, and technical challenges to get a full picture. This helped us create a solid proof of concept that also introduced a new shared branding, designed to bring all countries together under one unified identity.

My role was to lead and be in charge of the design and user experience of the project. I acted as the voice for the users, making sure design was involved from the start and that our ideas and features were always backed by data and real user needs. Given the scale of the project, with multiple teams across different countries, I not only handled user research, prototyping, testing, and iteration, but also took on a coordinating role. I worked closely with other UX designers, graphic designers, and content creators to align our efforts and prioritize what really mattered to move the platform forward.

Since the UX design-role was still fairly new in the company at this time, I also spent time advocating for the design process and UX, more broadly—helping others understand its value and how it could support the business.

After launch, we continued to build on the platform with new features like an improved customer care portal, SEO pages, landing and campaign pages. Each new feature was carefully tested—whether through analytics, A/B testing, or direct feedback from users—to make sure we were always improving based on real insights.

Outcome and results: Instead of having four different teams doing similar work in parallel, we became one cross-functional and centralised team handling most of development and content. This made us more efficient, and allowed us to move faster while presenting a more unified, digital user experience across the Nordic region. In addition, we saw a clear improvement in the customer onboarding process, new users were converting faster, indicating a more intuitive and streamlined user experience. In addition, the long-term operational and maintenance effort decreased significantly and implementing new features became faster.