E-Commerce UX · Svea Husbilar

Transforming the digital buying experience
for motorhome buyers and enthusiasts

Motorhome Sales Platform

Role
Lead UX Designer
Client
Svea Husbilar
Activities
Research · Strategy · Design · Delivery
Industry
Retail · Automotive
Overview

Making it simpler, faster, and more transparent to find and purchase a motorhome online

Svea Husbilar is a leading Swedish motorhome retailer specialising in new and pre-owned recreational vehicles. The project focused on redesigning the online customer journey to better support the complex research and comparison process involved in purchasing a high-value vehicle.

As customer expectations evolved, the existing website struggled to support confident decision-making. The goal was to create a modern, user-centred experience that helped customers throughout their buying journey while increasing lead generation for the business.

Svea Husbilar vehicle card interface
My Role

Led end-to-end UX design

I was responsible for driving the user experience from discovery through delivery, working closely with stakeholders and developers to redesign the digital buying journey.

Process
Facilitated stakeholder workshops
Defined UX strategy and project roadmap
Established information architecture
Research
Conducted competitor benchmarking
Analysed user behaviour and conversion flows
Identified customer pain points and purchase decision drivers
Design
Created user flows and wireframes
Designed responsive user interfaces
Developed interactive prototypes and validated concepts through stakeholder reviews
Delivery
Collaborated closely with developers
Supported implementation decisions
Conducted iterative design improvements
The Challenge

A significant financial investment that requires extensive research, comparison, and confidence before purchase

Buying a motorhome is one of the most considered purchases a consumer will make. The existing experience presented real barriers — vehicle information was hard to evaluate, filtering didn't match how customers actually searched, and mobile usability issues created friction at every step.

Customers often had to contact sales representatives to obtain information that should have been readily available online, reducing conversion and increasing pressure on the sales team.

Comparison
Customers had trouble evaluating multiple motorhomes side-by-side, making decisions slower and more confusing.
Information Overload
Large amounts of technical specifications made it difficult for users to quickly understand the key differences.
Poor Findability
Users struggled to find vehicles based on budget, size, sleeping capacity, or desired features.
Limited Mobile
A growing share of customers researched on mobile, but the experience was not optimised for smaller screens.
Purchase Confidence
Users often needed additional reassurance before committing to such a significant purchase decision.
Research Findings

Identified pain points

Through competitor benchmarking, user behaviour analysis, and customer research, five recurring challenges emerged that shaped the design approach.

01 — Difficult Vehicle Comparison
Customers had trouble evaluating multiple motorhomes side-by-side, making purchase decisions slower and more confusing without a clear way to assess differences.
02 — Information Overload
Large amounts of technical specifications made it difficult for users to quickly understand key differences between vehicles and identify what mattered most to their needs.
03 — Poor Findability
Users struggled to find relevant vehicles based on budget, size, sleeping capacity, or desired features due to search and filtering that didn't align with customer decision-making needs.
04 — Limited Mobile Experience
A growing number of customers researched vehicles on mobile devices, but the experience was not optimised for smaller screens, creating friction during browsing and exploration.
05 — Lack of Purchase Confidence
Users often needed additional reassurance before making an expensive purchase decision. Without the right content and trust signals in place, they turned to sales representatives for information that should have been readily available online.
Design Approach

Four focus areas to transform the buying journey

The design approach was grounded in the customer buying journey — from initial discovery through to lead generation — with four strategic focus areas shaping every decision.

01 — Understand Customer Buying Behaviour

Mapped the customer journey to understand how buyers research, evaluate, and decide — identifying key moments where the experience needed to work harder.

  • •Research behaviours and information seeking
  • •Vehicle evaluation criteria
  • •Purchase motivations and key decision moments
02 — Simplify Discovery

Introduced improved search, filtering, and vehicle categorisation to help customers find what they were looking for faster and with less effort.

  • •Improved search and advanced filtering
  • •Vehicle categorisation aligned to customer needs
  • •Clearer content hierarchy on listings
03 — Support Decision Making

Designed tools and content structures that helped users compare vehicles, understand specifications, and build the confidence needed to move forward.

  • •Vehicle comparison tools
  • •Clearer presentation of specifications and pricing
  • •Trust signals and purchase confidence elements
04 — Optimise Lead Generation

Created clearer pathways for customers to take the next step — whether booking an appointment, requesting more information, or contacting the sales team.

  • •Test drive and appointment booking
  • •Information requests and enquiry forms
  • •Contextual CTAs at key decision points
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All Work