AXFOOD

Project time

Jan 2020 - April 2020

Designing & building a new website

Axfood is Sweden’s second largest food retailer, they own brands such as Willys, Hemköp and Mat.se.

My role

Challenge

Axfood had updated their visual identity and needed a user experience that reflected that. The goal of the project was to create a new modern information website, which meets both the needs of the company's target groups as well as Axfood.

Process

As the only designer in the project, I worked in close collaboration with the client and developers. I had a broad designer role in which I researched, created wireframes and prototypes as well as more detailed UI design.

Solution

A major focus was to simplify the way in which the various target groups can find relevant information and improve Axfood's contact paths. The navigation, supplier and consumer contact forms were therefore reworked. In the project, we worked with animations in the interface for an enhanced user experience. Web accessibility was central to Axfood.se as the user group is wide and therefore inclusive design is important. We also had a SEO expert on the team.