Tax-free.no
I led the design of Tax-Free.no, Norway’s top airport Click & Collect shop, enabling passengers to pre-order duty-free items. Simplified the travel-to-pickup flow, resolved location errors with geolocation and clear prompts, integrated real-time inventory via AutoStore, ensured legal compliance for restricted products, and aligned cross-functional teams through journey mapping—achieving +35% conversion, +197% ARPU, and +171% engagement.
Tax-Free.no Overview
Tax-Free.no offers travellers the convenience of purchasing duty-free products online, with the option to collect them at specific airport duty-free zones. It serves flight passengers with a unique shopping experience that blends e-commerce and travel retail. Products available include alcohol, tobacco, beauty, and wellness items, which are exclusively sold within Norway’s government-regulated duty-free zones. The platform’s Click & Collect service was designed to streamline the pickup process for users traveling through Norway's airports.
Homepage
Design Challenges & Solutions
Complex Customer Journey
Challenge: The journey from product selection to airport pickup was unfamiliar to users, creating confusion.
Solution: Simplified the process with clear, step-by-step guidance and personalized flows based on different personas (e.g., business travelers, families).
Location and Direction Selection
Challenge: Customers struggled to choose the correct airport and travel direction for pickup, leading to errors.
Solution: Integrated geolocation and clear UI prompts to guide users in selecting their departure or arrival airport.
AutoStore Integration
Challenge: Ensuring accurate real-time inventory from AutoStore while maintaining a smooth user interface.
Solution: Collaborated with the technical team to create a real-time product status system, keeping users informed about product availability and pickup details.
Legal Restrictions on Alcohol and Tobacco
Challenge: Norway’s regulations restrict alcohol and tobacco sales to duty-free zones.
Solution: Built a system to ensure these products were only available for purchase within legal duty-free areas, including age verification and location-based restrictions.
Cross-Functional Collaboration
Challenge: Aligning stakeholders from design, development, SEO, marketing, and CRO teams.
Solution: Conducted stakeholder interviews and customer journey mapping workshops, ensuring all teams were aligned and focused on user-centered design principles.
Resposive layout of Product details page and store location selector
Impact
Revamped the Tax-Free.no platform, leading to a 35% increase in conversion rates and a 197% boost in ARPU. By simplifying the Click & Collect flow, I reduced user confusion, enabling travelers to efficiently navigate the process. Geolocation integration eliminated errors, ensuring smooth airport pickup. Real-time inventory syncing via AutoStore improved customer satisfaction, while compliance with strict Norwegian regulations ensured smooth operations. The project’s success was driven by close collaboration across design, development, and marketing teams, significantly enhancing user engagement by 171%.
tax-free.no customer journey mapping and knowledge implementation into design
tax-free.no initial planning and stakeholder interviews