Påfyll · Head Designer · 2023–2025
Redesigning a circular e-commerce platform end to end
Påfyll was a Norwegian sustainable refill service delivering household products in reusable containers. As head designer for over two years, I led the end-to-end redesign of the platform — from checkout and subscriptions to delivery tracking, onboarding, and the return experience.
Overview
Påfyll offered household cleaning, soap, and laundry products in reusable containers, delivered to customers' doors and collected for washing and refilling. The mission was to make sustainable choices effortless for Norwegian households.
When I joined as head designer, the platform had grown organically without a coherent design foundation. I was responsible for bringing together the full user experience — from first visit through to reordering and returning containers — and establishing a consistent design system across all touchpoints.
Problem
The core user journey — order, receive, use, return — was fragmented and confusing. Customers struggled to understand the return process, which created friction in re-ordering and hurt retention. There was no consistent visual language, no UI kit, and no structured onboarding to help new customers understand how the model worked.
My Role
- Platform UX/UI design across web and mobile
- Checkout flow — simplifying a multi-step process for first-time and returning customers
- Subscription management — helping users understand, modify, and cancel easily
- Delivery tracking — communicating status clearly at each stage
- Return experience — making container returns intuitive and low-friction
- Onboarding — educating new customers on the circular model
- Email communication design
- Colour system and icon set
- Research: personas, data analysis, ordering/reordering behaviour, return behaviour
- Contributed to shaping and launching the B2B offering alongside B2C
Process
I began with data analysis and customer interviews to understand where users were dropping off and what was causing confusion in the return flow. From this I developed personas and mapped the full user journey — both the B2C ordering cycle and the operations side of the return logistics.
Working closely with engineers, product managers, and the marketing team, I iterated across multiple design phases — from low-fidelity flows through to a complete design system used across all platforms. I also led the design work for expanding the product to B2B customers, which required a distinct set of flows and a separate onboarding model.
Outcome
- Quintupled conversion within the core order → return → reorder loop
- Streamlined the order, reorder, and return loop — reducing drop-off and support queries
- Significant growth in customer numbers during my tenure
- Successfully launched B2B offering, expanding the product's market
- Established a consistent design system used across all touchpoints