As Matas is a successful company with 98% awareness among Danish consumers and great ability to reach success within offline market, their goal is to perform better online than they do today.7 Therefore, Matas wants to discover what is the optimal user experience design of their webshop (, which will increase conversion rate and turnover.


After in depth research (Eye tracking, Think Aloud, desk research and Survey (150 people in one day) ). My team and I have found an optimal solution for MATAS.


MATAS MUSE should be more lifestyle oriented than products/sales oriented. Products and deals/offers should be listed on 2nd or 3rd page of the webshop.

Short term objective for our strategy is to create more interest, bring more traffic to and double the conversion rate within three months.

Long term goal is to create a community, a place for Matas’ customers to look for inspiration and feeling of belonging to community where everyone can get and share tips & tricks about health and beauty.

Key activities:

Ideation, research and UX/UI design


22nd August 2016