Employment

Designing for Conversion

role

Design Consultant - digital/UX/brand

Employer

Nykredit

yeAR

2017-2019

My Role  |  UX-design in Coversion rate optimization

Being a designer in a larger marketing division, I got the chance to apply my skills to areas I normally wouldn't. One of those occasions was when I joined the CRO team to be part of increasing conversions and usability on several of  Nykredit's websites.

I was part of designing new customer journeys, information architecture, and content strategies for business units to increase conversions, meet KPI's and guide users toward relevant information and value proportions.

In this work, I was a strong advocate for combining quantitative data with qualitative by introducing contextual user interviews using Hotjar to identify new problem spaces and bring user insight into solutions. I was also responsible for designing new UI solutions to improve usability.

During my time on the CRO team, we increased overall traffic and conversion rates by up to 33%.

some of my responsibilities include

→ Designing new user journeys based on the R.A.C.E model
→ Optimize and redefine information architecture.
→ Optimize content.
→ Design and improve features and functionalities.

exploring site architecture 

qucik sketches of new feature ideas

organizing tasks

Examples of new and optimized features, functionalities and conversion design

Mock-up: Best bet results + highlighted result in search results.
+ to increase conversion rate
+ to increase additional sales
+ to decrease time spend

Mock-up: added facetts to Null-result search.
+ to increase conversion rate
+ to increase additional sales
+ to decrease time spend

Mock-up: related searches based on related keywords and promoted best bet result.
+ to increase conversion rate
+ to increase additional sales
+ to decrease time spend

Mock-up: searchbar concepts on frontpage targeted the returning group of users.
+ to increase conversion rate
+ to decrease time spend

Mock-up: searchbar concepts on frontpage targeted the returning group of users.
+ to increase conversion rate

Mock-up: searchbar concepts on frontpage targeted the returning group of users.
+ to increase conversion rate.

404- page design