14.30 – 15.00: UX presentation

Speaker: Steffen Rauff, UX-designer and Mathis Rhode Nielsen, UX-designer


Surfing the chaos of implementing a more user-centered approach to designing mobile experiences in an online retail company.

WhiteAway has taken a leading position in the north in terms of selling home appliances. It is now one of the biggest webshops in Denmark. In spite of today’s imminent inflection in terms of mobile internet usage, facing strong competitive forces from other companies, we have a minimal level of even thinking in mobile experiences. We want to share some insights from a mobile “reality check” in WhiteAway and show you some of our initiatives and challenges of designing mobile experiences based on our users’ needs.