Client
JTI (Japan Tobacco International)
Overview
To boost conversion and improve retention, Nordic Spirit — a top brand in tobacco-free nicotine products — needed a streamlined, mobile-first e-commerce experience. The goal was to design a Progressive Web App (PWA) that felt intuitive, fast, and engaging — addressing high cart abandonment and limited mobile usability. I led the UX/UI transformation across 17 agile sprints, delivering a personalized platform that seamlessly blends loyalty, flavor discovery, and effortless reordering.
Client
JTI (Japan Tobacco International)
Industry
E-commerce / Consumer Goods
Service
UX Strategy
Mobile UX/UI Design
Visual Design & Prototyping
Content
Design Handoff & Implementation Support
Duration
1 Year
The Challenge
The existing platform wasn’t optimized for mobile, lacked personalization, and suffered from high drop-off rates. Users found the shopping flow slow and uninspiring, especially on repeat visits. Nordic Spirit needed an experience that reflected its modern brand — fast, interactive, and built around loyalty and retention.
The Solution
We kicked off the project by interviewing users to map out behaviors and uncover friction across the purchase journey. From there, I designed a mobile-first interface featuring a personalized Flavor Generator, a dedicated loyalty dashboard, and a streamlined checkout experience. The system was developed as a scalable PWA, offering native app-like speed, offline capabilities, and modular flexibility. Each flow was tested and optimized to align with user expectations and maximize repeat purchases.
The Result
The redesigned platform delivered a 30% increase in conversion and a 25% uptick in engagement with the Flavor Generator. Loyalty dashboard usage contributed to an 80% rise in customer retention. The new experience strengthened brand loyalty, made shopping feel fun and frictionless, and positioned Nordic Spirit as a leader in mobile-first digital commerce.
