Thea Magnusson Portfolio

Outnordic Re-design

A UX project aimed at improving the user experience of the “My Pages” section across Outnorth, Fjellsport, and Skittfiske.

My role

UX- designer

Duration

15 jan – 04 June 2024

Tools

Figma

Keywords

UX Design, User Research, Prototyping, High-Fidelity Mockups, E-commerce, Customer Loyalty

The Challenge

Outnorth, Skittfiske and Fjellsport ”My Pages” lacked a cohesive and user-friendly ”My Pages” section, making it difficult for customers to manage purchases, view order history, and interact with membership benefits. The challenge was to create a unified and intuitive solution across all three brands that would reduce user friction, support business goals, and improve conversion.

The solution

Our design team created three high-fidelity prototypes in Figma for the ”My Pages” section on Outnorth, Fjellsport, and Skittfiske. The solutions focused on personalization, information visibility, and user empowerment.

Key features included:

A customizable homepage dashboard (”My Outnorth”) with widgets for points, offers, order status, and watchlists.
Simplified review and return flows to increase engagement and trust.
Improved order history with product images, payment/delivery status, and digital receipts for both online and in-store purchases.
A redesigned favorites section with filters, sharing options, and a new watchlist feature.
Direct invoice payment and enhanced profile personalization via product interest categories.

Design Process

Research & Discovery

Initial requirements were defined in collaboration with the product owner.
Conducted a workshop at Outnorth’s office in Växjö.
Carried out user interviews and expert evaluations.
Findings were synthesized using affinity diagrams, personas, and user journey maps.

Persona Eva Jonsson

User journey

Concept Development

Our main insights led to improvements in four core areas:

Information architecture and navigation
Order and membership integration
Engagement via reviews and loyalty programs
Personalization and data control

Sketches

Each member in our team began with hand-drawn sketches to explore different design solutions. Then we created wireframes and lastly the high-fidelity mockups.

Wireframes

User Testing & Iteration

We ran multiple user testing rounds and client meetings to iterate the design:

The homepage widgets reduced clicks and improved access to key actions.
Simplified review functions increases the willingness to leave product feedback.
Visual order summaries improves user memory and confidence.
Personalization options added value and builds trust in data sharing.

Conclusion

The final design delivered a clear, engaging, and scalable solution tailored to Outnordic’s multi-brand e-commerce platforms. The prototype has been handed over to the client as a strategic foundation for future implementation and is expected to enhance both customer satisfaction and loyalty.

Request to see the prototype