E Commerce
At Avensia, I focus on UX design, e-commerce & visual branding, shaping digital solutions that combine customer experience with measurable business impact
The Team
In the E Commerce projects I have been working as Senior UX Designer sometimes I have been fully responable for that part sometimes parter up with one or more of my great team mates. Gabriel Sturk, Amanda Bergknut, Marielle Bardh & Anna Lewerth.
Alternabad
AlternaBad offers a broad range of bathroom and laundry solutions, from classic to contemporary styles, providing high-quality products that combine functionality, timeless design, and trend awareness through expert plumbing partners.
For AlternaBad, we designed and delivered a modern e-commerce experience focused on clarity, stronger brand experience, and conversion. The project covered UX strategy, interface design, and a scalable design system that translated their recent rebrand into a cohesive digital experience.
Piab
Piab is a Swedish global leader in industrial automation, providing innovative vacuum based gripping, lifting, and material-handling solutions that enhance productivity, safety, and sustainability across diverse sectors.
For Piab, we worked closely with internal stakeholders to design a B2B digital experience focused on clarity, usability, and scalability. The project covered UX strategy, interface design, and a structured design system tailored to complex products, technical content, and global users.
Kinnarps
Kinnarps is one of Europe’s leading workspace solutions providers, offering high-quality, ergonomically designed, and sustainably made furniture for offices, schools, and healthcare environments through its own production, design, and delivery channels.
For Kinnarps, we designed and build a technically advanced product configurator that allows users to customise chairs to their specific needs. The project focused on translating complex product logic into an intuitive, user-friendly experience while supporting scalability and manufacturing constraints.
Chilli
Chilli is a Swedish home furnishings brand offering stylish, affordable furniture across both online and retail channels, rooted in a passion for design, trusted quality, and a seamless omni channel experience
For Chilli, we extended the rebranding project into a redesigned e-commerce experience. After launch, we continued optimising the user journey through ongoing A/B testing and iteration, driving continuous improvements in conversion rates and reducing friction across the user journey.
Strong brands aren’t built by chance. They take time and work, and the effort put into strengthening a brand is often overlooked from the outside. This article outlines one approach we believe will help companies strengthen their brands, improve conversions, and continue raising the bar long after launch.
Stronger Brands & Greater Impact Through Design & Data
#1 Reviewing the Visual Identity
Streamlining the Brand Framework
Whether a brand is newly defined or already well established, its visual identity plays a key role in how digital experiences perform. Some projects start with a strong identity; others need refinement. In both cases, understanding the brand is a critical first step.
At its core, it comes down to clarity. Companies need alignment around the position they want to hold in the market and whether their visual elements support that position and the business goals behind it.
A useful way to establish this clarity is to ask a few fundamental questions:
+ How do we want the outside world to perceive our brand?
+ Where do we position ourselves on key spectrums?
+ Are we traditional or trendy? Playful or serious?
+ Is our pricing premium or low?
+ Do our visual elements clearly communicate this position?
When reviewing a company’s visual identity, close attention should be paid to elements such as the logo, color palette, typography, imagery, icons and graphics, shapes and patterns, layout systems, and tone of voice to ensure overall alignment. This approach considers whether the brand position is consistent across markets and, if not, whether any variations are intentional and justified.
Ultimately, this leads companies to the most important question of all:
Is your current identity doing the job you need it to do today, or is it time to evolve?
#2 Unlocking Experience Potential
Conversion-Driven UX Design & Accessibility
Once the brand foundation is clear, moving to the user experience is key. This typically involves analyzing how users move through the digital ecosystem and where friction prevents conversions. This includes mapping out key user journeys such as:
+ Organic traffic journeys
+ Paid traffic journeys
+ AI chat–assisted journeys
+ Email and social media journeys
By mapping these elements, it becomes possible to identify pain points, areas of confusion, drop-offs, and missed opportunities. From there, the best possible experience is designed based on:
+ Proven UX and conversion best practices
+ Accessibility (A11Y), ensuring inclusive experiences and removing barriers that often hurt conversion without being obvious
The goal is simple: remove friction, increase clarity, and guide users naturally toward meaningful actions.
#3 Continuously Raising the Bar
A great launch is just the beginning. After go-live, it can be highly valuable to shift focus to continuous improvement through data-driven decision-making. Instead of relying on assumptions, brands can simply let real user behavior guide them.
This process can look like this:
+ Identify the biggest friction points and opportunities in the user journey, based on clear data points
+ Form a clear hypothesis for why the issue exists
+ Design a better solution based on that hypothesis
+ Run an A/B test comparing the current version with the new solution (typically over 10 days)
At the end of each test, we either have:
+ A new winning solution, or
+ Valuable insight proving our hypothesis was wrong
Either way, it’s a win. When this process is applied to customers, the value of repeating it becomes clear. The iterative loop ensures the website doesn’t stand still but continues to evolve alongside user behavior, market conditions, and business goals.
Improving Conversion Rates Through Data & A/B Testing
Design, User Experience, and Data, Working Together
The strongest and most impactful brands are shaped, among other things, by clear positioning, thoughtful execution, and continuous data-driven learning. When branding, UX, and data work together, the result is not only a better-looking website but a more effective one. By combining strategic brand clarity, conversion-focused design, and continuous optimization, companies can create digital experiences that are both meaningful and measurable. That’s how stronger brands and greater impact are built.