Background
A digital experience built around the customer:
Behind the familiar brand lies a complex digital business: subscriptions for cars, motorcycles, and caravans, self-service for existing customers, and a content universe that meets drivers wherever they are, whether they are preparing for winter or stranded on the motorway.
The existing platform couldn't keep up. Check-in response times took up to 30 seconds, and confusing site navigation made it difficult for users to distinguish between "I want to buy a subscription" and "I'm stranded on the roadside and need help now." This friction resulted in lost conversions and put extra pressure on customer support.
On top of that, ambitions went beyond what the existing platform could support: SOS International, the company behind SOS Dansk Autohjælp, wanted a solution that could, over time, support multiple markets and websites under the same setup.
Solution
Scalable architecture and user-centric design
The project started with a technical foundation assessment and a user journey study. Working closely with SOS Dansk Autohjælp's own team, the design and information architecture were rethought to create clarity exactly where it matters most.
Headless architecture: Built on Umbraco CMS with a Nuxt frontend, a deliberate architectural choice that provides flexibility and makes it possible to expand the solution to new markets without starting from scratch.
Tailored integrations: Rather than relying on standard modules, core parts were built to ensure a stable integration with Microsoft Dynamics AX. This handles everything from customer data and subscriptions to license plate lookups and payment flows.
Clear user journeys: Much of the work focused on bringing clarity to navigation, making it easy to navigate whether users are buying a subscription or stranded with a flat tire. Caching strategies and a CDN setup significantly improved platform performance.
Impact
Built to perform, built for what is next
The new webshop went live in the summer of 2024. The results became clear soon after implementation:
30x faster: Check-in response times were reduced from 30 seconds to 1 second.
9% sales increase: A 9% increase in subscriptions sold post-launch, a notable gain in a saturated market.
Streamlined support: Improved self-service options reduced pressure on customer support.
Higher conversions: Upgraded payment options and clearer product differentiation encouraged more customers to choose higher-priced subscriptions.
Multisite foundation: The platform now serves as the foundation for a broader setup under SOS International, powering three additional sites across Sweden, Norway, and Finland.
”We noticed the impact on sales right from launch. It's easier to navigate, and we're seeing a more varied selection among our customers, including more customers now choosing our higher-priced subscriptions. It comes down to the fact that the difference between the products is much clearer and more accessible on the new site."
