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!
The Free Gift Shop is Viking’s primary USP and loyalty program. It allows customers to add a free item to their order from a minimum spend and aims to make customers spend more and encourage repeat purchases.
How might we enhance navigation to and from Viking's Free Gift Shop, improve gift selection and clarify the spend system to more effectively encourage customers to meet the minimum spend and drive repeat purchases?
UX/UI Designer (My role), User Researcher, Product Owner, Developers, Business Stakeholders
Discover & DefineThe initial phase of this project focused on thoroughly understanding the existing customer experience around the Free Gift Shop, identifying pain points, and validating areas for improvement. This blended approach combined qualitative insights with quantitative data to define the core challenges.
I began with a comprehensive UX Audit, adopting the persona of a typical customer to walk through the site's primary user flows to identify usability issues likely hindering engagement.
I utilized an Experience Intelligence tool to analyze key metrics such as click rate, exposure rate, and user journey patterns. This process was used to validate initial findings and understand customer behavior at scale.
I worked closely with our User Researcher to conduct a targeted Loyalty Programme Study, which included interviews with frequent customers, gathering qualitative insights to provide critical context for the data analysis.
To organize the information gathered, I leveraged an Affinity Map to group disparate findings into key thematic areas. Based on the validated data, I then constructed detailed Personas to keep the user central to the design process. This rigorous discovery and synthesis phase led to a formal, data-backed Problem Definition.
Generate & IdeateWith a clear set of defined problems and validated personas, the next step was to move into solution generation. This phase was collaborative, focused on generating a wide range of ideas before rigorously prioritizing those that would deliver the highest customer value.
I facilitated a dedicated team Brainstorm Session to generate specific, actionable solutions addressing the key challenges identified in the Discovery phase, particularly those related to visibility and clarity.
To narrow down the extensive list of ideas and allocate development resources, we utilized a Now, Wow, How Matrix. This prioritization framework assessed each idea based on Customer Value/Priority and Implementation Complexity. We focused our efforts on the ideas that offered the highest potential return on investment (ROI). Five prioritized solutions formed the basis for the Design & Experiment phase.
Design & ExperimentThe core focus of this phase was translating the prioritized ideas into tangible user interface (UI) solutions and setting up a rigorous testing framework to validate their impact on customer behavior and business metrics.
I was responsible for providing the detailed wireframes and final UI designs for all five prioritized solutions, ensuring consistency with the existing design system and high usability standards.
Three of the five high-impact features are strategically prepared for A/B testing to validate their effectiveness before full development. The tests are still planned or currently pending.
Summary & ConclusionThe process successfully defined the design interventions that prioritize clarity and efficiency, transforming the incentive program from a less utilized feature into a potential seamless reward mechanism. Our balanced approach secured quick wins by fixing immediate flow issues while strategically engineering the most critical features for rigorous, data-backed testing.
The next phase involves meticulously analyzing the results of the current experiments, focusing on the impact of the new designs on key business metrics. Should the variants prove successful, the roadmap includes full deployment followed by a strategic focus on future high-value iterations.
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