About VikingViking is an e-commerce company and a leading expert in office supplies and workspace solutions, operating in 8 European countries such as the United Kingdom, the Netherlands and Germany.
OverviewPlease note: this is only a summary of the project. More detailed information and visuals are left out due to copyright restrictions. Feel free to reach out if you want to know more!
Viking has various types of pricing and many promotional, campaign or product related messaging it wants to display and communicate towards customers. The amount of messaging has been growing over the years, making it challenging in terms of consistency and clarity.
How might we create a cohesive, systematic framework for communicating promotions so that customers can compare offers and make confident purchasing decisions?
UX/UI Designer (My role), User Researcher, Product Owner, Developers, Business Stakeholders
Discover & DefineThe foundational goal of the Empathise & Define phase was to deep-dive into the complex nature of our existing promotional messaging.
I conducted a heuristic evaluation of the primary shopping path, assuming the role of a prospective customer. This UX Audit was used to identify systemic issues related to messaging flow and clarity.
I collaborated with our User Researcher to synthesize insights from recent studies focused on pricing communication. This combined qualitative and quantitative analysis was used to validate the audit results and uncover critical user pain points. The research also guided the design approach by highlighting the need to cater to distinct customer segments with specific pricing display requirements (B2C, B2B, Loyalty, etc.).
To inform the proposed solutions, I conducted benchmark research across competitors and market-leading e-commerce platforms, and consulted industry best practices (e.g., Baymard Institute guidelines). This process established a clear design direction focused on standardizing price communication and reducing message density.
The comprehensive research led to a formal, data-backed Problem Statement that defined the core challenges.
Generate & IdeateThis phase served as the transition from diagnosing the systemic problems to defining the strategic solutions. The focus was on moving from broad concepts to actionable, high-value design priorities, in close collaboration with the business stakeholders.
Based on the critical findings from the user research and benchmark analysis I began to explore solutions by iterating on design concepts in Figma.
To ensure immediate design work aligned with business feasibility and ROI, I presented the various solution concepts to the relevant stakeholders (including Product Managers and Commercial Leads). Together, we used the dimensions of Business Value and Complexity to prioritize the roadmap.
Design & ExperimentThis phase was focused on translating the prioritized challenges into a robust, scalable design solution, and validating the impact of those solutions through rigorous A/B testing before full deployment.
Before final design work, I collaborated closely with our main business stakeholder and Product Owner to define a clear, documented pricing strategy. This strategy defined the hierarchy of messaging, outlining how to display various price-types based on the five defined user segments. Comprehensive documentation was created to govern the price display logic, ensuring the design work was rooted in a validated, future-proof business logic.
With the governance and strategy locked down, the design phase focused on delivering the two main solutions.
I collaborated on conducting two targeted A/B tests to prove the commercial value of key design decisions. Based on the positive results and validated hypotheses, both improvements were ultimately rolled out to the entire e-commerce platform.
Summary & ConclusionThis project successfully transitioned a confusing, high-friction pricing environment into a clear, consistent, and validated experience. By focusing exclusively on the core price elements, we delivered significant, measurable impact while laying the necessary strategic foundation for future personalization. By defining a single, universal Price Panel consistent across all five customer segments, we eliminated fragmentation and created a scalable structure for all future promotions.
Beyond the immediate scope, designers must always champion the ideal user experience. Taking the initiative to define the future state of a system—even when it's not a formal requirement—is essential for advocating for long-term UX improvements and keeping development focused on a higher standard. For this reason, I developed a concept for driving the dot on the horizon for the future.
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