Elkjøp: Pickup Point Shipping Service

The Challenge

Elkjøp wanted to offer a new shipping option—free or low-cost, but better than delivery to the post office. The distributors offered pickup points in stores with opening hours that beat most post offices. The catch: everything had to launch before peak season at the end of October. The project started in August. We had just over a month.

From Business Concept to Customer Experience

First, I had to translate the business needs into something tangible for customers. Quick sketches illustrated the options and how the experience would flow. Denmark was the first market, so the sketches were based on their distributor landscape.

The Logic

The core idea was simple: find the best pickup point automatically based on what we knew—zip code and street address. Customers shouldn't have to pick a different option unless they had a specific reason. Lower friction, better adoption.

Testing with Real Data

To understand how this would work across multiple distribution partners in each country, I built a prototype with API integrations to the intended distributors. This let us see how the real data would behave.

First prototype with multiple distributors

A second iteration added opening hours visualization, which proved valuable for the customer decision.

Second prototype with opening hours

Integration and Real-World Adjustments

Once integrated into the new checkout flow, the pickup point selector moved into a lightbox. Implementation realities required adding a zip-code search box—the automatic prediction of preferred pickup points wasn't accurate enough in the initial release. A pragmatic trade-off that still kept the friction manageable.