For Bónus, Iceland's largest discount grocery chain, Moberg went end to end: from shaping the product idea, through discovery and design, to a working scan-and-go mobile app — "Gripið & Greitt" — now in user testing.
Bónus, part of Hagar, is Iceland's largest discount grocery chain — the kind of retailer where volume is the business model and every second at the till multiplies across the whole country. The question was not "should we have an app" but "what would actually make shopping at Bónus faster".
This engagement was end to end in the literal sense: Moberg helped shape the product idea itself, ran discovery and user interviews, designed the UX and UI, and developed the mobile app and the APIs behind it. There was no spec handed over the wall — the spec was part of the work.
The result is "Gripið & Greitt" — scan-and-go self-checkout. Customers scan items with their phone as they move through the store, pay in the app, and walk out. The checkout queue is not made faster; it is removed from the trip entirely for anyone using the app.
The app is built in React Native with Expo, backed by .NET APIs developed by the same team. One codebase serves both mobile platforms, and because Moberg owns both the app and the API layer, the contract between them is a design decision rather than a negotiation between vendors.
The work started well before any code: discovery sessions and user interviews shaped what the product should be, and the UX was designed for the retail floor — one hand on a basket, a toddler in the trolley, patchy attention. The current status is deliberate rather than dramatic: Phase 1 is in user testing with real shoppers, and Phase 2 is in planning based on what that testing shows.
A consumer-grade UX has to survive the shop floor: scanning must work quickly and every time, because the fallback is a queue — the exact thing the app exists to remove.
Shaping the product idea itself means the risk sits earlier: discovery and user interviews had to answer what to build before anyone could argue about how.
Shipping a scan-and-go flow to a whole country is not the hard part; earning the right to is. Phase 1 stays in user testing until the data — not the roadmap — says otherwise.
Bónus got a product, not just an app: a validated concept, a designed and built scan-and-go experience, and the API layer to run it — all from one team, so nothing was lost in a handover. Discovery and user interviews mean the app answers a question shoppers actually have, rather than one a steering committee had.
Just as importantly, Bónus got an honest sequence. Phase 1 is in user testing and Phase 2 is being planned from its results — which is how you ship self-checkout to a national grocery chain without betting the brand on launch day. Launch day is the easiest day; the next ten years are the product.
One codebase for the scan-and-go app across both mobile platforms.
Build, release and update tooling for fast iteration during testing phases.
The APIs behind scanning, basket and payment flows — built by the same team as the app.