As a consultant at Bombayworks (Digital growth consultancy), I had responsibilities across a wide span of Electrolux' digital touchpoints, working integrated with various development teams across brands. One key responsibility was to identify painpoints and improving the user experience within key customer journeys on the Electrolux EMEA B2C web shop, such as the search and check-out experiences. I took part through all steps of the design process, from product discovery via qualitative and quantitative user insights as well as internal workshops, to wireframing, usability testing and implementation together with the team. I also worked with storytelling design and strategy for the CRM email communication in a heavily data driven process. This work included to define the modular building blocks and templates for the email design as well as creating post-purchase communication journeys with the end user needs in focus. I worked closely together with analysts to execute and analyze several split tests based on insight driven hypotheses. Lastly, in a highly collaborative design process within the design team at Bombayworks, I also helped crafting Electrolux's new visual identity for all digital touchpoints, reviewing accessibility and experience coherency.