A user journey map for Vattenfall.

Vattenfall

Transforming customer experience at Vattenfall with strategic design.

Background

Project Overview: I joined a project with Vattenfall aimed at maintaining their contract base and margins, understanding customer needs and behaviors, and identifying actionable solutions to increase customer loyalty and NPS over a two-year period. (2021)

My Role: As a UX and graphic designer, I collaborated with two service designers. My responsibilities included assisting with customer interviews and the subsequent analysis, creating illustrations for trigger material and storyboarding, and designing the customer journey map using Illustrator and InDesign.

Challenges

Objectives

Deliverables

Process and Solutions

Customer Interviews

To better understand the needs and behaviors of Vattenfall’s B2C electricity customers, we embarked on a detailed research journey. We began by conducting 16 interviews with both current customers and non-customers. For these sessions, I prepared trigger materials and illustrations to facilitate insightful discussions.

Movie language details

Trigger material example.

Analysis and HMWs

Analyzing the interview results, we crafted How Might We (HMW) questions aligned with Vattenfall's strategic vision. These questions guided us in addressing how we could help customers live climate smarter, deliver the best customer experience digitally, and provide personalized interactions across all touchpoints.

Notes and analysis material from conducted user interviews.User interview analysis based on trigger material.

Notes from the first eight customer interviews (left/top).
Further analysis based on the different trigger materials used in the interviews (right/bottom).

User Journey Map

With these insights, we developed a comprehensive user journey map. This map highlighted users' needs, pain points, and their perceptions of Vattenfall, as well as the relevant information they sought.

Movie language details

A customer journey map is being constructed, based on user interview notes.

Concept Development

Next, we formulated hypotheses to guide the development of future products and services. Based on our research, we conceptualized three main scenarios:

  1. For those wanting to reduce their electricity costs.
  2. For those who enjoy tracking numbers.
  3. For those wanting to contribute to the environment.

To communicate these concepts effectively, we prepared a detailed presentation for stakeholders. I created illustrations and storyboards to depict our proposed solutions.

Movie language details

Storyboard for scenario 2.

High-Fidelity User Journey Map

Finally, I designed a high-fidelity version of the user journey map in InDesign, which was printed as a four-meter-long banner. This visual representation now hangs in Vattenfall's main office, serving as a continuous reminder of our customer-centric approach.

Outcome

The customer journey map provided Vattenfall with a visual and strategic tool to better understand their customers and make informed decisions. The displayed banner serves as a constant reminder of customer priorities and business goals.

Collaborating with the other designers and stakeholders at Vattenfall was an enlightening experience. It emphasized the importance of visual storytelling in conveying complex customer insights. The project showcased the impact of strategic design and iterative development in creating meaningful user experiences and aligning with business goals.

Movie language details

The final customer journey map (redacted).