MatHem.se
– Swedens largest online grocery store.
Head of Design, Fulltime 8 years 2010 - 2018
UI / UX / E-commerce / Communication / Advertising
I had an incredible eight-years as the Head of Design at MatHem.se (Sweden’s largest online grocery store) and Tasteline.com (Sweden’s largest recipe site). This remarkable experience offered valuable insights into managing two distinct brands concurrently over an extended period. At MatHem.se, I played a pivotal role in our transformation from a small startup with only 15 employees to a major player with over 1400 colleagues and sales exceeding SEK 1 billion by the time I departed. It was a really exciting experience and challenge. At both of these companies my job was to spearhead and oversee the in-house design department with a primary focus on rapid scaling.
My responsibilities encompassed maintaining our websites and apps (UX/UI), revolutionizing the online food purchasing landscape through strategic advertising and marketing initiatives, conducting user research, AB-testing, retargeting/remarketing, and managing our budgets. My role also extended to managing our brand identities, magazines, print, and digital advertising and marketing efforts.
I worked closely with my colleagues on keeping our website and app up to date. I was part of working with the UI/UX, site structure, categorizing, navigation, and user journeys, in addition to contributing to our branding and aesthetics.
We maintained a culture of continuous testing, evaluating elements ranging from colors, copy, and images to placements, interactions, and more. At any given time, we typically had around 15 different A/B/C tests active across our platforms simultaneously, all aimed at optimizing our products and services.
Through continuous testing over the span of eight years, I gained a wealth of knowledge and insights.
Virtual shopping campaign
Matbutiken i fickan / Advertising campaign concept & execution
“Visste du om att du har en matbutik i fickan?” (Did you know that you have a grocery store in your pocket?)
The objective was to devise an advertising campaign for the launch of MatHem’s app.
Collaborating with copywriter Embla, I conceived the campaign titled “Visste du om att du har en matbutik i fickan?” (Did you know you have a food store in your pocket?). Drawing inspiration from Tesco’s campaign in Korea, we implemented a virtual wall in the subway, allowing commuters to scan chosen groceries, seamlessly continue shopping via the app during their subway ride, and ultimately receive home delivery.
The campaign exceeded our expectations, leading to 15 additional rollouts to further raise awareness..
Travel the globe: 10 Iconic Dishes
Food Quiz – Concept / UI / UX / Front- & Backend code
During the course "Tjejer Kodar/Women Hacking" in I coded a food quiz for MatHem to inspire both current and potential customers. I got a deeper understanding of both the front end and back end of coding, that has helped me to communicate better and has given me a deeper understanding within digital projects afterwards.