One of the leading financial advisory and insurance firms in the Nordics.
Key insights
Planned and conducted user tests to understand how potential customers perceive and navigate the site. I also facilitated workshops and delivered a final report with actionable improvements – including redesigned contact forms, booking flows, and features such as the salary exchange calculator.
Client
Söderberg & Partners
Role
UX/UI Designer, Workshop Facilitator
Skills
UX/UI, strategy, research, user testing (in-person), wireframing, prototyping, maintaining design system, accessibility (WCAG AA+)
Let's dive into case study details
Challenge
The project was initially focused on evaluating the website’s accessibility through user testing, but soon expanded to address a more immediate need:
There were limited insights into how potential customers perceive and navigate the site
A need to validate internal assumptions before future design investments
Goals
Understand the carrot of potential customers – what do they want? what do they need? how do they usually do to get it?
Uncover pain points and usability issues across key journeys
Deliver a strategic foundation for upcoming design decisions
My role & contributions
I worked across the full design process in a cross-functional team:
Facilitated workshops with the website team to analyze the current state and generate ideas based on user insights
Planned and conducted in-person user tests with users that could be potential customers
Mapped user needs and patterns from test results in Miro to create a clear visual summary
Created wireframes and prototypes in Figma
Delivered and presented a final report with concrete recommendations and suggested next steps
"A contact form is like a black hole, you never know what to expect once you submit"
– Respondent, user insights project
Results
Deepened client understanding of how potential customers engage with their website and the brand in general
Highlighted key friction points in navigation and content flow
Resulted in redesigned contact forms and booking flows, directly addressing user pain points
One key discovery was that the contact forms were a major source of user frustration, which had not been recognized before
Delivered a prioritized backlog with numerous improvements
The most interesting insight
Most of the respondents talked about their frustrations with contact forms. One said "a contact form is like a black hole, you never know what to expect once you submit"
Key learnings
Talking directly to potential users is invaluable for strategic clarity
Early research gives confidence and direction before starting costly redesign work
Real behavior often contradicts assumptions – and that’s where the real value lies
