Omnichannel Experience and Redesign of Avy's Platform
Case
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2024
Avy is the leading housing platform in the Nordics, simplifying everyday life for nearly 400,000 households by digitizing the entire housing journey from move-in to move-out. Through both a mobile app and a web platform, Avy creates value for property companies and residents by centralizing essential housing services in one place. Together with one other Product designer, I was tasked with redesigning Avy's entire app while also creating a web version of the service. The goal was to craft a seamless omnichannel experience that worked equally well on mobile and web.
UI Design
Apps
UX Design & Research
When the project started, Avy’s platform was limited to a mobile app, which created a need for a web app that could deliver the same functionality and seamless experience. Since the platform is sold to different property companies, each with unique branding, content, and feature requirements, the challenge was to create a modular design that could adapt without compromising usability. Additionally, the new platform was being built in Flutter, a framework with both opportunities and constraints in terms of design and interaction. Beyond these technical challenges, key user flows such as rent payments, community interactions, laundry room booking, and third-party services required significant improvements to enhance the overall user experience.
To address these challenges, we adopted an iterative design approach. By conducting interviews with customer support teams, stakeholders, and clients, as well as analyzing feedback, we gained valuable insights into user needs and pain points. From there, we developed high-fidelity prototypes in Figma, ensuring that our designs were optimized for both mobile and web environments. Creating a flexible design system was a crucial step in making the platform customizable while maintaining consistency and scalability. This system allowed property companies to personalize colors, icons, and content without affecting the overall structure of the platform. We also focused on building a solid omnichannel strategy by ensuring consistency across mobile and web apps, aligning the information architecture and UI components for a smooth user experience.
To support flexibility across clients, we introduced a dynamic Bento-grid layout on the home screen and enabled customization of elements like colors, icons, and navigation structure. Key user flows—such as rent payments, laundry booking, community engagement, and move-related services—were streamlined for better clarity and usability. A particularly impactful outcome was the redesign of the move-in guide flow. This flow represents the platform’s only direct conversion point, allowing users to purchase add-on services during their move-in period. Following the redesign, conversion rates in this flow increased significantly—from 20% to 40%—indicating a 20% absolute increase in conversions. This improvement highlights how thoughtful UX design can drive measurable business results. By aligning the experience across mobile and web, we ensured a seamless omnichannel platform that is not only user-friendly and scalable, but also easier for Avy to maintain and tailor to diverse client needs.
Petter Arvidsson
COO/CPO at Avy
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