BoConcept
I lead UX at BoConcept, a Danish design furniture brand that sells in 65 markets. The job is to make one digital experience work across all of them – the same brand, very different customers, languages and buying habits. In practice I own the user experience across the website, the eCommerce and the product configurator, for around 12 million users a year.
I work embedded in the product teams – from research and user stories through prototyping, testing and implementation – alongside the product managers, developers and stakeholders who ship the work. I keep coming back to the end user’s perspective, and I work ‘test and learn’ rather than on assumption. A design that looks good in Figma but doesn’t move a real number – conversion, leads into the stores, task completion – isn’t finished.
As UX Lead at BoConcept, I have accomplished the following:
- Led the UX and design for the new BoConcept website and eCommerce, launched in 2024 and serving 12 million annual users across 65 markets.
- Designed the BoConcept Product Configurator, handling 1M+ product variants in an omnichannel, mobile-first experience.
- Drove conversion rate optimization and data-driven experimentation, turning digital traffic into leads for the physical stores across markets.
- Grounded design decisions in evidence – usability testing, eye tracking (Tobii) and GA4 – instead of opinion.
- Worked embedded in the development teams the whole way from research and user stories to prototype, test and implementation.
One experience, 65 markets
Furniture is a considered, visual purchase, and BoConcept sells it across 65 markets that don’t shop the same way. The 2024 website and eCommerce relaunch had to carry one coherent brand experience while still feeling right locally – the same system, adapted where the customer’s context actually differs.
I led the UX the way I lead most things: research first, then design, then test. We built on real user behaviour rather than internal preference, kept the experience visually driven – people buy furniture with their eyes – and treated mobile as the primary screen.
The Product Configurator – 1M+ variants
A BoConcept piece can be configured across fabrics, sizes, modules and finishes, which adds up to more than a million possible variants. The design challenge isn’t showing all of them – it’s making that space feel simple, guided and fast on a phone, and consistent whether the customer is at home or standing in a store.
Evidence over opinion
I don’t design on taste alone. At BoConcept I ground decisions in usability testing, eye tracking (Tobii) and GA4, and I run a ‘test and learn’ loop rather than shipping assumptions. When there’s a disagreement about a design, the user data usually settles it.
