Gutta på Haugen Case Study
Gutta på Haugen is a specialty food store in Oslo, founded in 1994, with several branches and a reputation built entirely at the counter. The challenge was one every shop of its kind faces going online: how does a store whose appeal is the person behind the counter sell to a country that will never walk in? Kilowott designed the storefront to answer that — a minimal, product-first interface, a component library behind it, and a self-serve checkout in place of the phone call that used to complete every order. Explored here three ways: the design story, the results, and the thinking behind it.
Explore this project
The Design Story
The problem, the thinking, and the design decisions. From brand identity to the finished site.
View →02The Brand Kit
Voice, colour, type and the rules behind them. The identity system in one place.
Open the kit →03The Whitepaper
The wider problem this project solves, and the approach behind it. A deeper read.
Read →04The Social Insights
How the campaigns performed channel by channel. Reach, engagement and what moved.
View insights →05The Results
The measurable outcome, in real numbers. Before and after, with sources.
See the metrics →The writing that came out of this project. The same arguments, at length.
10 Articles
The Counter Problem: What an Expertise-Led Shop Loses When It Goes Online
Your Order Form Is Costing You $30–80 an Order
Ask What They Phoned Up About: The Cheapest Research in an Ecommerce Rebuild
The Recipe Page Is a Storefront
Solve Replenishment Before You Chase New Customers
One Card, Two Tills: Gift Cards Are an Integration Project, Not a Feature
Why a Gourmet Store Should Look Nothing Like a Supermarket
Emphasis That’s Always On Isn’t Emphasis
What 4.24x Blended ROAS Looks Like When the Store Is Built Right
Measure the Process You’re About to DeleteIn their own words
Kilowott brought a lot of good recommendations on how to improve and further develop their setup