AMOI — A digital marketplace delivering the city’s finest to your door

In early 2019, Posten — Norway’s national postal service and one of its oldest institutions — was in the process of setting up an innovation lab. I joined as a design consultant and became part of a team tasked with running experiments that tested new value propositions — among them in-home delivery and home delivery as a subscription service.

In October 2019, our focus shifted to developing what would go on to become AMOI.

Our insight work revealed that small urban producers and independent shops have always depended on foot traffic. In Norway, the shift to online shopping has been dramatic — the ecommerce market nearly doubled from €5.3 billion in 2017 to €11.7 billion by 2024, with 87% of Norwegians now shopping online regularly. For artisan businesses — a craft brewery, a local butcher, an independent roastery — that shift in consumer behaviour is an existential threat. And yet most don’t necessarily have the resources or expertise to build and run their own webshops, let alone market them effectively online.

Oslo’s best independent bakeries, delis, grocers and roasteries tend to cluster in the city centre — places people often leave when life changes. The arrival of a second child, the need for more space or a calmer environment, means many find themselves living further from the shops they love, and over time shopping there less and less.

To solve both sides of this problem with one new value proposition, while building on Posten’s core strength: logistics. By turning their existing delivery infrastructure into the backbone of a new platform, Posten could give small producers a route to market they didn’t have before — and give city dwellers easy access to the best their city has to offer.

The result was AMOI: a same-day local delivery marketplace for Oslo. Customers can fill a single basket from multiple independent local stores — craft beer from a brewery, bread from a bakery, meat from a butcher, flowers from a florist, coffee straight from a roastery — and have everything delivered together within hours.

As Design Director at Blank, I led design across the entire product — covering both the consumer-facing webshop and back-office systems. I also worked closely with Posten on business development, organisational alignment, and building the partner network.

Within three months, a closed beta launched to around 50 test users in May 2020. After four weeks of testing, AMOI opened to all Oslo residents — with partners including Åpent Bakeri, Tim Wendelboe, Grünerløkka Brygghus, and Vulkan Fisk. Over the following two years I continued developing the product, expanding its feature set, partner base, and service offering.

AMOI continues to operate today. In 2025, Posten sold the service to Mathallen Oslo, one of the city’s most celebrated food destinations — a fitting home for a platform built around the best of what Oslo’s independent food scene has to offer.