UX Consultant · Design thinking · usability testing
Boosting B2C Conversion for a Leading Swedish IT Retailer
Dustin is one of the largest B2B electronics retailers in the Nordics and Benelux. Its B2C platform, Dustin Home, has untapped potential, however having two platforms duplicates work, splits SEO traffic, confuses users with inconsistent branding, and undermines loyalty across segments.
UX Consultant
Two Months
Mixed-methods Research, Usability Testing, Journey Mapping, Competitive Benchmarking
Research shows that prompting account creation too early causes hesitation and drop-offs. Delaying until after purchase builds trust and simplifies the process.
Hypothesis:
Delaying account creation until after purchase will reduce checkout drop-off rates by at least 25%.
Users are open to account benefits if framed at the right moment: after purchase completion.
Hypothesis:
Increase sign-ups by 15% with benefit-driven incentives on confirmation page.
Creating customer overlap drives loyalty. Current B2C journeys offer no pathways into Dustin's B2B ecosystem.
Hypothesis:
5% of eligible B2C users will click through a contextual CTA in the purchase confirmation email, with 1–2% converting to B2B leads.
A customer journey map was collaboratively developed through self-conducted usability testing. Multiple review rounds maintained neutrality and completeness, with subsequent rounds performing initial UX audits to identify friction points.
Semi-structured discovery interviews combined with usability testing. Four remote sessions using Lookback enabled live observation, recording, and transcription. Participants used "think-aloud" protocol while completing checkout tasks.
Building on insights from user interviews, the checkout process is identified as a critical area for improvement. This focus aligns with findings from significant third-party research at the Baymard Institute, revealing a persistent global cart abandonment rate of 68.8% over 13 years.
Two out of three users abandon their purchase during the checkout process.
Simplify the path to purchase by allowing users to check out without creating an account.
Ensure the guest checkout option is prominent and intuitive, reducing friction for users
Provide clear, upfront information about shipping costs, delivery timelines, and payment methods.
Optimize input fields and support multiple payment methods for a seamless experience.
Encourage users to create an account after completing their purchase, emphasizing added benefits.
Reiterate the value of account creation and provide personalized follow-ups to drive post-purchase engagement.
To assess Dustin's position in the Swedish B2C electronics market, the six key usability criteria were benchmarked against four major competitors: Komplett, Webhallen, Elgiganten, and Inet.
42% of websites disrupt checkout by prompting account creation too early. Delaying until confirmation improves experience since users only need to create a password after purchase.
Testing reveals showcasing 3–5 benefits post-purchase (e.g., faster checkout, order tracking) boosts willingness to register without interrupting purchases.
By addressing account creation barriers, complex navigation, and limited filtering options, Dustin can significantly improve the B2C user experience while fostering loyalty and trust. The proposed solution demonstrates potential for meaningful impact when backed by data-driven insights and industry benchmarking.
This project was conducted as part of the MA in Digital Management program at Hyper Island and reflects the integration of user-centered design principles with real-world business challenges.
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