Lead UX and conversion designer on Matsmart's mobile redesign—simplifying the path from product discovery to checkout for a sustainable grocery marketplace selling surplus food at discounted prices. Worked across UX, UI and conversion testing with Columbia Road, Futurice and Prototyp.
Matsmart was scaling fast around a simple idea: sell suppliers' surplus stock at a steep discount, and keep good food from going to waste. The business was working. The website hadn't quite caught up.
Mobile traffic was strong, investors were on board, and the ambition was bigger — but the shopping experience had been built quickly as the business grew. Buying buttons, product views, filters, sorting and checkout had all accumulated layers of friction.
The opportunity wasn't just to make the site look better. It was to make a growing, slightly chaotic marketplace easier to browse, easier to buy from, and easier for the team to keep moving.
Columbia Road came in alongside Futurice, who had already mapped customer pain points through service-design sprints, and Prototyp, who were rebuilding the technology underneath. I led the UX and conversion design across the mobile experience.
I led the mobile UX and conversion design, using structured A/B testing to make decisions before committing them to the wider redesign.
We tested with 100 customers in Sweden and 100 in Finland, running variant after variant across buying buttons, product views, filters, sorting, category display and the logged-in "favorites" experience. Rather than betting everything on one big relaunch, we used smaller experiments to learn what actually changed behavior.
The result was a redesigned, mobile-first marketplace: clearer categories and campaign labels, a rebuilt checkout flow, and reusable content templates that let the team keep publishing without design becoming a bottleneck.
Reworked product views, buying buttons, filters, sorting and category navigation for a clearer mobile shopping experience.
Tested key UX decisions with 100 customers in Sweden and 100 in Finland, using behavioral evidence to guide the redesign.
Rebuilt the checkout journey end to end, removing friction and creating a clearer path to purchase.
Created reusable category and campaign templates so the team could launch new content without waiting on design.
Within 12 months of launch, the redesigned experience reached roughly three million shoppers, most of them on mobile. Testing showed improvement across the core measures we were designing for: checkout, add-to-cart, bounce rate, and engagement.
The work also established a more structured approach to conversion design, with A/B testing used to validate key UX decisions rather than relying on a single large redesign.
"Working with Columbia Road has not just improved our mobile design and increased our conversions, but also given us completely new ways of working." — Johannes Kayser, Head of Business Development, Matsmart
Matsmart later merged with sister brand Motatos to become Matsmart-Motatos, expanding to five European markets.
