Willys
Willys
Willys is a major Swedish grocery retailer. I worked across digital and physical touchpoints to align the digital planning surface with the in-store Scan & Go experience.
Company
Willys (Axfood Group)
Size
Enterprise
Industry
Retail / E-commerce
Role
Product Designer
Contribution
UX/UI, JTBD research, in-store observation
Users struggled to find products quickly among 100,000+ items. The "Scan & Go" behavior was core but wasn't fully supported by the digital planning tools, leading to friction in-store.
Using Jobs-to-be-Done research and Opportunity–Solution trees, I identified where the experience was breaking down. We simplified the hierarchy and aligned digital guidance with the tactile reality of in-store navigation.