Toms Group
Website Redesign

FIGMA | UX/UI CASE STUDY

Why The Redesign?

We redesigned the website to modernize its look and improve usability by enhancing navigation, accessibility, and mobile responsiveness, making it easier for visitors to explore products and find information.

Client - Toms Group

Industry - Chocolate & Confectionery

Region. - Denmark

Disclaimer

Please note that we did not create the branding or original photography used in this case study. All rights to the branding, images, and content remain the exclusive property of Toms Group. This case study is for demonstration purposes only, showcasing the user research and design approach.

The Design Process

DISCOVER

DEFINE

IDEATION

DESIGN

TESTING

Discovery Phase

A critical first step in understanding the client’s goals, challenges, and the broader landscape of their business.

During this session, we worked closely with the client to gather key insights, clarify objectives, and analyze their current website and digital presence.

The primary outcomes of this phase were:

Defining the project scope and key deliverables
Identifying areas of improvement and strategic opportunities
Establishing a clear vision and roadmap for the next steps

Defining User Stories

To better understand the needs and expectations of users, I created user stories that capture their goals, pain points, and motivations. These stories help ensure that the redesign aligns with real user needs, improving usability and overall experience.

As a Store Manager, 

I want to have a clear and prominent Call-to-Action for the B2B shop, so that users can effortlessly access the shop and make purchases.

As a Communication Manager, 

I want the website navigation to be intuitive for each persona, so that they can easily find the content relevant to them.

As a B2B Sales Manager,

I want to offer custom products as an option in the shop, so that customers have an additional channel to place orders and meet their unique needs.

As a School teacher, 

I want the website to be multilingual, so that we can communicate more effectively with our target audience.

SWOT Analysis

Based on insights from the Discovery Phase and Competitive Analysis, a SWOT analysis was conducted to evaluate the website’s strengths, weaknesses, opportunities, and threats. This assessment helped identify key areas for improvement and informed strategic design decisions to enhance the user experience and competitiveness.