Bringing Denmark's oldest grocery brand into a new era of commerce
Føtex Home
Beyond Coversion
We discovered that digital grocery shopping isn't a single behavior - it's many. Some customers methodically hunt for specific items, others browse for inspiration. Some stock up for weeks, others need last-minute ingredients. This insight led us to design two distinct yet connected interaction models, allowing the platform to adapt to the customer's mindset rather than forcing them into a single way of shopping.
An Omni-channel Solution
Shopping happens everywhere - on the morning commute, during lunch breaks, or late at night on the couch. We built a true omni-channel solution where the experience flexes across desktop, tablet, and mobile while maintaining consistency. Each interaction is optimized for its context, but they all feel like føtex.
Engineering impact
The technical challenge went beyond just moving products online. We integrated a recipe universe with smart sustainability scoring, helping customers make climate-conscious choices. The backend handles complex inventory management across hundreds of stores while the frontend makes browsing thousands of products feel effortless.
With Salling Group x Fjord x Accenture
2021
My Role
Design Lead working across service design, product development and platform architecture. Led a team of 2 Visual Designers, 4 Service & Interaction Designers, 1 Content Designer - while collaborating closely with product and engineering teams both on Accenture's and the client's side
The Challenge
When COVID-19 hit Denmark in 2020, føtex faced a critical moment. As one of Denmark's largest retailers with over 600 stores and 50,000 employees, they needed to rapidly transform their 60-year-old brick-and-mortar business into a digital-first operation. This wasn't just about moving products online - it was about ensuring essential services remained accessible to all Danes during unprecedented times.
Where we landed
The project scope extended beyond the digital experience. We advised on fulfillment operations, delivery logistics, and service design - ensuring that the end-to-end experience matched the quality Danish customers expect from føtex.
Currently handling thousands of orders daily across Denmark, the platform proves that digital transformation doesn't mean losing the human touch that made føtex successful for over 60 years. It just means making that experience available wherever customers need it.