BoConcept

"Designing digital experiences where commerce meets content."

My work with BoConcept extended beyond website content management. I collaborated with the E-commerce Director on website concepts and customer-facing digital experiences while contributing to content planning, digital merchandising, campaign execution, video creative direction, and the introduction of UGC-style content.

Digital Content & E-commerce E-commerce Director Collaboration Content Strategy Creative Direction UGC

Role Digital Content & E-commerce

Collaboration E-commerce Director · Marketing · Creative Teams

Focus Web · E-commerce · Content · Creative

Visual Archive // BoConcept Digital Ecosystem

02 // The Context

"Turning a premium furniture brand into a digital experience."

BoConcept operates in a highly visual and considered purchase category. Customers don't simply buy a product. They explore styles, compare options, seek inspiration, evaluate quality, and build confidence before making a decision.

The digital experience needed to:

Communicate the brand's design language
Present products in an inspiring way
Support commercial and campaign objectives
Help customers discover relevant products
Connect website, campaign, social, and video content
Maintain a consistent premium brand experience

03 // Web & E-commerce

"From commercial requirements to customer-facing experiences."

I worked closely with the E-commerce Director to brainstorm and shape website concepts, page structures, content presentation, and digital merchandising approaches.

Website Concepting

• Brainstorming website and campaign concepts
• Exploring page structures and content hierarchy
• Translating commercial requirements into digital experiences
• Thinking through how customers encounter information
• Coordinating website content around campaign priorities

Digital Merchandising

"Product presentation, imagery, messaging, campaign context, and supporting content all contributed to the customer's path toward purchase."

Web Content

• Customer-facing website content
• Product and campaign presentation
• Digital asset coordination
• Content updates and maintenance
• Brand consistency

Screenshot 01

Homepage / Campaign Experience

My contribution: Content structure, digital merchandising, campaign coordination, and customer-facing content.

Screenshot 02

Product / Category Experience

My contribution: Product presentation, content organization, imagery, and digital merchandising.

Screenshot 03

Campaign / Landing Experience

My contribution: Campaign messaging, content hierarchy, visual presentation, and coordination with the wider marketing calendar.

04 // Content Strategy

"Connecting the website, campaigns, and social ecosystem."

Website content didn't exist in isolation. I was involved in content calendar planning, helping coordinate what the brand communicated across its digital channels.

Channel Ecosystem

Campaign

↓

Website

↓

Social

↓

Video

↓

UGC

Strategic Alignment & Planning

The core goal was creating a seamless customer experience across channels, ensuring brand messaging remained consistent from initial campaign touchpoints down to on-site product discovery.

✓ Content calendar planning
✓ Campaign content coordination
✓ Website content planning
✓ Social content alignment
✓ Product storytelling
✓ Creative coordination

05 // Creative Direction

"From marketing objective to creative concept."

My role expanded beyond web and content management into creative direction for video content, developing concepts, defining visual tone, and guiding execution.

View Concept

Video 01

Concept & Narrative Direction

Objective: Align video assets with core campaign launches.

My Role: Creative direction, concept development, and messaging oversight.

View Concept

Video 02

Product & Spatial Storytelling

Objective: Highlight modular flexibility and Scandinavian craftsmanship.

My Role: Directing visual presentation and maintaining brand alignment.

View Concept

Video 03

Campaign Video Adaptation

Objective: Translate large-scale campaigns into native digital formats.

My Role: Coordinating cross-channel asset rollout and creative execution.

06 // UGC Innovation

"Making premium content feel native to social."

One of the initiatives I pioneered was the introduction of a UGC-style content approach. The objective was to explore a format that felt more natural within social feeds while still communicating the product and brand effectively.

Traditional Brand Content

• Highly produced aesthetic
• Brand-led messaging
• Traditional product studio presentation

UGC Approach

• Human-led storytelling
• Social-native framing
• Authentic-feeling integration with natural product placement

UGC Content Framework

01 Hook

→

02 Problem / Desire

→

03 Product

→

04 Value

→

05 Action

"The approach allowed the brand to experiment with content that felt less like traditional advertising and more like something a customer might naturally encounter while scrolling."

UGC Example 01

UGC Example 02

UGC Example 03

UGC Example 04

07 // Journey & Conversion

"Designing around the customer's decision."

Although my role was not limited to formal CRO testing, working across e-commerce, website content, merchandising, campaigns, and creative taught me to think deeply about the customer's journey.

Step 01

Discovery

"Is this relevant to me?"

Step 02

Interest

"Does this product fit what I'm looking for?"

Step 03

Consideration

"Why this product and why this brand?"

Step 04

Action

"What should I do next?"

"Every piece of content should answer a question or remove friction."

08 // Digital Ecosystem

"One customer experience. Multiple touchpoints."

Website

Customer experience · Product discovery · Campaign landing pages

↓

Content

Messaging · Product storytelling · Campaign communication

↓

Creative

Video · Visual storytelling · UGC

↓

Social

Distribution · Engagement · Discovery

↓

E-commerce

Product consideration · Purchase journey · Commercial objectives

09 // Summary of Contribution

"A hybrid approach to digital marketing."

E-commerce

Digital merchandising · Product presentation · Customer experience

Web

Website concepts · Content structure · Customer-facing experiences

Content

Content calendar · Campaign planning · Web content

Creative

Video concepts · Creative direction · Visual storytelling

Social

UGC strategy · Social-native content · Content experimentation

Marketing

Commercial thinking · Customer journey · Digital experience

10 // Learnings

"What working across e-commerce and creative taught me."

"Content and UX are inseparable."

"Great copy cannot compensate for a confusing digital experience."

"Creative needs a business objective."

"A visually impressive asset isn't automatically effective marketing."

"Customers don't experience channels separately."

"Website, social, campaigns, and creative should work as one connected experience."

"Every interaction should reduce friction."

"The best digital experiences help customers understand, trust, and act."

"Experimentation matters."

"Introducing UGC-style content created an opportunity to explore a different way of communicating with audiences in social environments."

11 // Transition

"From e-commerce experience to lead generation."

My experience with BoConcept taught me how to work within a commercial e-commerce ecosystem. My lead-generation work took that thinking in a different direction: How do we turn attention into action?

Lead Generation · Landing Pages · Digital Marketing · Conversion

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