Wipcore
Overview
During my studies in Gothenburg, I got an internship at a web agency called Wipcore.
My main project was redesigning Wipcore’s website for their e-commerce platform Enova and proposing usability improvements to the platform itself.
I also got to work directly with some of Wipcore's customers, which taught me a great deal about communicating and working together with stakeholders.
Role
UI/UX design, Research, Product Strategy, Wireframing, Usability testing, Information Architecture
Timeline
January 2019 - May 2019
My role
My internship began during a strategic shift at Wipcore. And this was defined by Wipcore's approach to improve their e-commerce platform Enova to become an obvious choice for prospective customers.
During my internship and especially on Enova, I worked through the UX process from research and workshops to information architecture, wireframes, visual design and usability testing. I tackled two connected challenges: designing a website that communicated the platform’s value to prospective customers, and improving the e-commerce platform itself to meet customers’ needs.
My approach
I got a lot of freedom as an intern. I took the opportunity and made sure to take ownership over my projects: establishing the team, defining its missions and goals, and driving UX/UI decisions. I also facilitated workshops, conducted user research and tested design solutions to shape the product development.
I structured the Enova project in two phases: Data gathering (workshops/documentation) and concept creation. This helped us define and understand our goals for both the website and the platform. With all this documentation, I had a clear view of what to build and could work on both the website and the platform at the same time.
Project - Enova website
The existing website relied heavily on explaining the product through text, making it harder to visualize what Enova could offer. Customers told us that they couldn't picture themselves working with Enova based on the information on the current website, which also led to them not trusting our claims on the website. Companies who chose a competitor said that competitors website gave a clear visualization of the program and that they via images and videos could see how they could benefit from the system. Therefore the challenge was to make Enova's capabilities more trustworthy and help visitors understand why the platform might be right for their business.
I led UX and visual design for the website redesign, working closely with an intern focused on e-commerce product management. I guided the design direction and information structure, while coordinating content creation with copywriters and working with developers on implementation.
I approached the redesign as a communication challenge rather than a purely visual refresh. The focus was on helping prospective customers understand the product, recognize its relevance to their business and find the information they needed to evaluate it.
I focused on structuring the landing page around the most important sales arguments and explaining what made Enova different from other e-commerce platforms, while keeping detailed explanations about features on dedicated subpages. Real-life imagery showed people using Enova, while selected feature highlights communicated the platform’s capabilities and differentiators. We emphasized the free trial and Enova’s suitability for companies of different sizes, partly by letting users explore the system via videos and step-by-step instructions on the website. The goal of these decisions was to move the website beyond describing Enova and demonstrate what the system could offer and how it worked.
The website redesign was approved, establishing a clearer structure for presenting the platform and its value. However, the design was never launched due to reprioritization of resources, so its effect on demo bookings and customer decisions could not be measured. The project gave me ownership of a substantial redesign and the opportunity to translate business goals and customer feedback into concrete UX and content decisions.
Project - Enova platform
Enova is an e-commerce platform that helps companies manage product information, pricing and related campaigns on their webshop. It serves businesses of different sizes, from those managing a handful of products to organizations handling thousands of products.
The first time I explored the platform, I found that related information and actions were scattered across different parts of the system. Together with a lack of both visual and information hierarchy made it difficult to understand what mattered most, where to go next or what actions were available to the user.
I evaluated the existing experience and developed proposals to improve the system's usability and structure. I had the freedom to challenge existing patterns and explore new solutions, while keeping the platform’s underlying structure intact.
I mapped out the platform’s core interactions: from creating products to managing store settings and campaigns, to understand where the biggest pain points were. The biggest pain point that I focused on was when the user made changes to a product. It was way to complex with a lot of options scattered around the screen and 20-25 input fields showing at the same time. I translated these observations into a design direction focused on clearer hierarchy, more contextual interactions and better guidance for users.
Rather than redesigning the entire system, I explored how targeted changes could make the existing experience more intuitive, with fewer screens and less scrolling up and down the page. I used accent colors and visual cues to give important information and actions greater prominence. I also proposed using drawers and pop-ups to keep related tasks accessible without sending users to separate screens. Finally, I considered how clearer UX writing and microinteractions could help users understand what to do, when to do it and which information was essential.
The project resulted in a set of proposed UX/UI improvements aimed at making product management clearer and more efficient. Although the changes were not implemented during the project, the work identified opportunities to improve the experience without requiring a complete restructuring of the platform.
Project - Humphree
Wipcore was developing a configuration terminal for boat-shop personnel working at Humphree, helping them select the correct components and generate both a tailored offer and boat sketch for their customers.
Humphree had a step-by-step interface which made it difficult to keep track of progress and navigate between completed and unfinished selections. Therefore, I focused on making the configuration flow easier to navigate, review and correct without losing sight of previous decisions.
I explored collapsing categories while also keeping a progress indicator for each category. Which resulted in reduced interface clutter without removing important context for the user. The result helped Humphree to communicate more easily and describe decisions and products to their customers. Mainly because the Humphree personnel easily could jump back and forth between categories and make changes, while seeing the end result change in real time.
Project - Bovision
A smaller project for a long term customer at Wipcore. I reviewed the search experience on Bovisions website, a property platform where users can buy and rent homes. By using search behavior data I could identify that over 50% of users had a hard time understanding the layout of the search result page and finding the filters they were looking for. Based on this data, I recommended that we looked over how we present our search results and filters connected to the search result
My contribution was to identify and translate insights into concrete UX recommendations for a more flexible search experience. I recognized the need to make important filters accessible while browsing and recommended a sticky menu for key criteria such as property type, price and living space. I also proposed live result updates so users could immediately see how their filter choices affected which properties that were available. Additionally, I proposed keeping advanced search options behind a button, balancing quick access to common filters with a less cluttered initial experience.
Outcome
During my internship at Wipcore, I explored how digital product experiences could better serve both business objectives and user needs. Across several projects I focused on translating business goals, user feedback and usability observations into concrete design solutions.
For Enova, I led the redesign of the website: creating a clearer information structure to help prospective customers understand the platform's value and capabilities. I also identified opportunities to make the platform itself more intuitive through improved visual hierarchy, contextual interaction and clearer guidance.
Across client projects, I developed UX recommendations to simplify complex workflows, improve navigation and help users make more informed decisions.
While not all proposed solutions were implemented during my internship, the work provided a clear design direction and actionable recommendations for future development. It also gave me hands-on experience taking ownership of design decisions and collaborating with stakeholders, copywriters and developers.
Reflection & takeaways
This internship taught me that good UX design starts with understanding the context in which a product is used, not just the interface itself. Across the projects, I learned to look beyond individual screens and consider the broader experience: what users need to understand, what decisions they need to make and what might prevent them from moving forward.
Working across both Enova's marketing website and its e-commerce platform also showed me how different the design challenges can be. The website needed to communicate value and build trust, while the platform required a clearer structure and better guidance to support complex tasks. In both cases, the challenge was to identify what mattered most and make the experience easier to understand without adding unnecessary complexity.
Taking ownership of design decisions taught me to think critically about my choices and ensure they were grounded in research, user needs and project goals. Research and usability observations helped me identify problems, but turning those insights into useful solutions required prioritization, collaboration and an understanding of the existing product and its constraints.
My work
