Söderberg & Partners: Iterative UX
- Client
- Söderberg & Partners
- My role
- UX/UI, workshop facilitator
- Project time
- Sep 2024 – Jun 2025 (initial project) & ongoing
- Tools
- Figma, Miro
- Focus
- Strategy, UX, user research, user testing
During the initial project, I focused on critical conversion paths. Through user testing and a structured Design Sprint, I streamlined contact forms and booking flows to lower barriers to entry.
A key insight from the research was that users perceived contact forms as “black holes,” causing frustrations as they mostly never knew when, or if, they would receive a response. Therefore, we prioritized fixing these flows to set clear expectations and build trust.
The success of these validated improvements unlocked further investment, allowing us to expand the scope. This led to the development of advanced tools like a new salary calculator and contact flyout, making complex information accessible. The collaboration has since evolved into an ongoing partnership.
Key takeaways
Fix the trust gaps first
Users saw contact forms as "black holes", so setting clear expectations about when and how they would hear back became the top priority.
Validate to unlock
Improvements proven through user testing and a Design Sprint earned the investment to expand the scope.
From project to partnership
Early wins grew into advanced tools, like a salary calculator and a contact flyout, and an ongoing collaboration.
