How should Systembolaget apply digital services to best support customers before, during and after a sale? And what changes should be made behind the counter to ensure that Systembolaget always deliver the best possible customer experience? We found out through in-depth strategic customer insights and iterative prototyping.
How do customers actually pick and choose their holiday vacations? Who makes the final decision? And, after finding out, how should we best package holiday destinations and hotels so that customers choose them? This was the starting point for a major strategy project on behalf of TUI Nordic, in which we detailed their customers’ purchasing and decision-making processes.
To raise loyalty and encourage more people to choose Preem, Sweden’s largest fuel company, we explored the company’s potential to enhance the customer experience. We conducted extensive interviews with both customers and staff working at Preem gas stations. Besides identifying target profiles for a number of digital services, our efforts led to insights that are now used throughout the organization.
When it comes to the strategic process, we focus on the customer. By understanding the customer, we can analyze how well existing solutions meet (or could potentially meet) customer needs – regardless of channel. Our work method is simple but highly effective and includes client collaboration at every step of the way.
First out, we need to understand our client’s current situation. What are the primary driving forces and objectives behind the project, and what else do we need to explore in order to create a working and profitable solution? Together with the client, we decide how to best involve the organization for successful implementation.
Our research is conducted in three areas: understanding the customers and their needs, understanding the client’s business and organization and understanding the markets that affects the customers.
We’ve found that the best way to explore possible solutions is to involve customers during the design process. We work systematically with prototypes to test out ideas on real people. During each round, we discuss the visualized concepts with customers in order to consistently improve and fine-tune the services.
The way we see it, the strategy embodies a target vision, firmly supported by the client, of what the customers digital experience should be like. To secure a successful implementation, it’s important that we:
Steve Jobs used to say: "It's all in the shipping." Everything is determined by the realization of the strategy and concepts. We have won numerous design awards over the years and are passionate about design, down to itty-bitty pixels. But we know that functionality and user friendliness is just as important as looks. That’s why we work with a prototype based, iterative process that involves intense end user testing. Sounds complicated? It’s not. On the contrary, it’s the fastest and most effective way to reach the best results.
Curious about our design process? Here’s how it works - designprocess