Optimisation of the sign-up flow for Coop's member program.

Photo: Sine Fiig

Coop is Denmark’s largest retail company running more than 1200 supermarkets across Denmark. Coop has more than than 38.000 employees, generating appr. 50 billion Danish kroner annually.

Coop Danmark is owned by a cooperative consisting of all their 1.6 million members, putting their member program at heart of the organisation.

Coops sign up function shown on a screen


In 2017 Coop has ambitious growth plans for their member program. The old sign up flow was yielding dramatic drop offs and only very low conversion rates. The sign up flow did not meet the modern consumer’s expectation and a radical revitalization was needed to secure the best conditions for the planned member growth. Technically, the sign up flow was not integrated properly in the rest of Coops digital platform resulting in inefficient management and maintenance.


We gathered one blended and fully agile team across Coops own digital departments, the design company Katja Therese and Kruso’s Umbraco team and placed them in a war room at Coops premises. The task was to define, develop, test and launch the new sign up flow within one 3-week sprint. And we made it! First version went live end February, still being tested before rolling out to all visitors coming to Additionally, the shole solution has been migrated on to the central Umbraco platform where the rest of the site is managed.


The new sign up flow has become a significantly uplift in user experience and design focusing on clear conversion drivers and a simple flow. Management and maintenance has never been more efficient by consolidating the sign up flow into the main Umbraco platform.

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