Freitag
Responsibilities
Digital Art Direction, Interaction Design, Lead UX Design, Web, Mobile, Workshop facilitation, B2C.
The Freitag brothers are pioneers of cradle-to-cradle design, turning waste into valuable products. Their bags are made from durable, weather-resistant truck tarps that have reached the end of their life cycle, giving them a second life. Each bag is unique, practical and creative. The brothers both studied design at the same school where I got my Masters Degree (ZhDK).
My Role
Freitag’s e-commerce experience needed to be as bold and functional as their bags. As Lead UX Designer, I worked to refine each detail—enhancing interactions, integrating brand stories, and streamlining the checkout process for seamless user journeys.
I also designed the customer loyalty section and created the interface for special programs like S.W.A.P., ensuring every touchpoint reflected Freitag’s innovative spirit.
All Rights Reserved Freitag
Agency | Liip
Published | 2019-2023
Co-Creation
Project Name Co-Creation Design Sprint
Client Freitag
2023
Date UX Design, D-Thinking
ResponsibilitiesIt all started with a question from Freitag: “Could you help our team come up with ideas to improve the website?”. The client wanted to develop the ideas in-house rather than having an Agency do it for them.
Problem
How might we assist our client to develop innovative design solutions with their own employees?
Solution
I would facilitate a Design Sprint for the client walking them through each step in the design thinking process.
What & What > How | Ideate Phase
Photos of a UX competition between teams to brainstorm solutions to a design challenge brief I created from the research phase of the project.
The Result
A smarter, more user-friendly site that improved functionality. Although there were improvements, Freitag’s innovative spirit was not fully present.
Ideation Phase
I facilitated cross-functional teams of Product Owners, Developers, Customer Service Representatives, and Key Account Client Stakeholders, to conceptualize and develop prototypes addressing research challenges and pre-identified goals from the Definition Phase.
Co-Creation Takeaways
1. Higher Cost
Co-creation projects require more time and investment than traditional client-agency briefings due to their collaborative and iterative nature.
2. DoAbility
Even when you have developers involved in the creative process. The ability to realise concepts in the form they were imagined is not always guaranteed.
3. Two Pizzas
The idea popularized by Jeff Bezos, of keeping teams small enough to be fed by two pizzas should be practiced for efficient co-creation projects.
S.W.A.P. Exchange
Circular Ecomony
Project Name Freitag
Client 2022
Date UX Design, Wireframes Prototype
ResponsibilitiesFreitag sought to move beyond talk, taking action to challenge harmful consumer models and create a truly sustainable product life cycle. The aim was to redefine sustainability for e-commerce, proving that innovation and responsibility could go hand in hand.
Problem
How might we encourage customers to say “no” to mass consumption, a “yes” to a sustainable economy?
Solution
Promoted on Black Friday. The shop would be closed. Freitag would open its circular economy model, S.W.A.P. (Shopping Without Any Payment). A non-commercial bag exchange platform.
S.W.A.P. Pipeline Flowchart
I worked on the entire customer loyalty program known as the F-Ederation. There are many benefits that come along with free membership.
This chart shows the sections of a user journey where the user has a chance to join the S.W.A.P. program.
S.W.A.P. Mobile Layouts
Designed for simplicity and efficiency, this interface takes inspiration from the Tinder app, using left and right swipes to help users quickly match with their ideal bag.
The Result
A surge in membership, turning customers into loyal advocates. Newsworthy story that amplified Freitag’s sustainability mission. Redefining conscious consumerism with a groundbreaking shopping experience.
Circular Economy Takeaways
1. Juxtaposition
Freitag made a novel attempt at sustainable model, yet programs like S.W.A.P. can’t resolve the underlying issue of our economy’s need for growth, consumption and waste. This tension highlights the need for systemic change beyond product innovation.
2. Awareness vs. Impact
While the environmental impact may be small, striving for ambitious ecological goals raises awareness—both for the issue and your brand. This type of action can spark conversation that may lead to new ideas and ultimately inspire change.
3. Good Design
Working with Freitag reinforced my understanding that good design goes beyond aesthetics—it's about creating better systems that balance people, planet, and profit. It means designing products that are not just desirable, but at the core purposeful.