As a UX/UI design consultant, I've been responsible for the user experience of all new in-store digital interfaces for Axfood. My goal has been to balance the needs of both the business and users by implementing a user-centered design approach.

I joined the project to design systems within SAP Fiori, which introduced significant technical complexity. This required extensive stakeholder management to ensure all decisions adhered to best practices for minimizing technical debt while maintaining a unified user experience across different brands and in-store operations.

Throughout the project, I designed around 25 applications, including in-store apps, support apps, financial apps, campaign apps, and more.

The in-store digital solution I designed featured several interfaces, each tailored to the varying needs of the brands under the Axfood umbrella. Given the system’s depth, the challenge was creating a seamless and intuitive experience for users while adhering to the technical constraints of SAP Fiori.

I ensured all designs followed SAP’s design principles, providing a consistent look and feel across all touchpoints. At the same time, I facilitated workshops and held educational efforts to foster an understanding of user-centered design across the organization. My role also included setting up a centralized documentation process for design decisions to ensure transparency and ease of reference.

One of the major challenges was working within a large, complex organizational structure, where different brands had diverse in-store processes. I needed to navigate across departments and engage with a wide array of stakeholders to align on key design decisions, ensuring consistency across the various brands while also addressing their individual operational needs.

Due to a previously failed attempt to establish ownership of the user experience, I took control of the overall UX process, implementing a structured way of working to ensure alignment and quality across all applications. This effort was critical in restoring confidence in the UX strategy.

To streamline the collaboration with frontend developers, I introduced a handoff process that ensured the designs were efficiently and accurately implemented.

The new in-store digital interfaces created a unified and enhanced user experience while reducing the complexity of navigating SAP Fiori. This process improved alignment across Axfood’s various brands, leading to more efficient operations and better customer interactions in stores.

Additionally, the structured approach to stakeholder management, combined with educational efforts and centralized documentation, laid a strong foundation for ongoing improvement and scalability.

My work also helped Axfood recognize the value of user-centered design, ultimately leading to a strategic decision to hire their first design lead and begin establishing an internal UX competence. This marked a significant shift in how the company approached design, ensuring a lasting impact on their digital transformation journey.