Product
Ownership Experience
Role
VP Digital & Service Design
Year
2020 - 2022
Keywords
Service Design / Digital Touchpoints / Business Design / D2C / Web / Mobile / Design Strategy / Omnichannel CX
Electrolux
Project Overview
The OX (Ownership Experience) program is a global initiative at Electrolux that aims to improve the consumer experience across all touchpoints of the consumer journey, from the moment they first consider purchasing a product to when they ultimately decide to buy a new one. It seeks to unify the customer experience by establishing one global framework aligned across all business areas (BAs) while enabling those BAs to lead the execution. The program leverages a "lead market" model where one BA spearheads the design and development of a concept or minimum viable product (MVP) and other BAs follow. This approach is designed to accelerate the delivery and realize synergies across the different BAs, driving both business outcomes and consumer satisfaction.
Project Overview
The OX (Ownership Experience) program is a global initiative at Electrolux that aims to improve the consumer experience across all touchpoints of the consumer journey, from the moment they first consider purchasing a product to when they ultimately decide to buy a new one. It seeks to unify the customer experience by establishing one global framework aligned across all business areas (BAs) while enabling those BAs to lead the execution. The program leverages a "lead market" model where one BA spearheads the design and development of a concept or minimum viable product (MVP) and other BAs follow. This approach is designed to accelerate the delivery and realize synergies across the different BAs, driving both business outcomes and consumer satisfaction.
The Problem
Electrolux identified a problem with their consumer experience where customers felt frustrated and "left on their own" to figure out appliance installation and function. This led to low consumer engagement and, consequently, low Net Promoter Scores. The existing onboarding initiatives were scattered, resulting in a fragmented experience that lacked scale and personalization. Electrolux was spending millions of euros each year producing analogue user manuals that failed to meet modern consumer expectations or support the company's post-purchase objectives.
The Problem
Electrolux identified a problem with their consumer experience where customers felt frustrated and "left on their own" to figure out appliance installation and function. This led to low consumer engagement and, consequently, low Net Promoter Scores. The existing onboarding initiatives were scattered, resulting in a fragmented experience that lacked scale and personalization. Electrolux was spending millions of euros each year producing analogue user manuals that failed to meet modern consumer expectations or support the company's post-purchase objectives.
The Solution
To address the fragmented customer experience and outdated onboarding efforts at Electrolux, I co-led the creation of the Ownership Experience (OX) program. By uniting cross-functional teams and introducing a user journey approach, we developed a comprehensive strategy to replace ineffective paper manuals and deliver a seamless, personalized experience. The solution, the Ownership Hub, is a multi-channel digital platform offering features like digital installation guides, interactive troubleshooting tools, personalized advice, and access to an online community through the Electrolux website, app, and QR codes on appliances. This initiative not only enhances consumer satisfaction and engagement but also drives meaningful business outcomes by redefining the post-purchase experience.
The Solution
To address the fragmented customer experience and outdated onboarding efforts at Electrolux, I co-led the creation of the Ownership Experience (OX) program. By uniting cross-functional teams and introducing a user journey approach, we developed a comprehensive strategy to replace ineffective paper manuals and deliver a seamless, personalized experience. The solution, the Ownership Hub, is a multi-channel digital platform offering features like digital installation guides, interactive troubleshooting tools, personalized advice, and access to an online community through the Electrolux website, app, and QR codes on appliances. This initiative not only enhances consumer satisfaction and engagement but also drives meaningful business outcomes by redefining the post-purchase experience.
The Result
The OX program made significant strides in transforming the consumer ownership experience by developing and validating digital solutions that address key pain points through user research and a sprint-based design process.
The Ownership Hub, designed as the central platform for these solutions with Electrolux Link as the primary entry point, is shaping a unified approach to ownership experiences. By aligning business areas on a shared roadmap and establishing a consistent delivery framework, the program is set to create a more engaging, personalized, and valuable ownership journey for consumers, ultimately driving higher registration rates, greater satisfaction, and increased aftermarket revenue.
The Result
The OX program made significant strides in transforming the consumer ownership experience by developing and validating digital solutions that address key pain points through user research and a sprint-based design process.
The Ownership Hub, designed as the central platform for these solutions with Electrolux Link as the primary entry point, is shaping a unified approach to ownership experiences. By aligning business areas on a shared roadmap and establishing a consistent delivery framework, the program is set to create a more engaging, personalized, and valuable ownership journey for consumers, ultimately driving higher registration rates, greater satisfaction, and increased aftermarket revenue.
From Product to Customer Journey
Electrolux identified significant growth potential in the aftermarket, which accounted for 7% of group sales and saw a 13% increase in 2020. In response, Ownership Experience (OX) became a strategic priority, aiming to double aftermarket sales by 2025. This initiative leverages service design principles to transform fragmented touchpoints into a seamless, engaging customer journey across the product lifecycle, driving loyalty and long-term value.
To achieve this, I launched the OX Accelerator, a global effort to develop exceptional ownership experiences by uniting teams across Business Areas (BAs). Using a service design approach, the OX Accelerator maps customer journeys, identifies pain points, and crafts solutions that meet consumer needs while enhancing satisfaction. This shift from a product-centric to a customer-centric perspective positions OX as a competitive advantage, fostering both business growth and a culture of customer-focused innovation.
From Product to Customer Journey
Electrolux identified significant growth potential in the aftermarket, which accounted for 7% of group sales and saw a 13% increase in 2020. In response, Ownership Experience (OX) became a strategic priority, aiming to double aftermarket sales by 2025. This initiative leverages service design principles to transform fragmented touchpoints into a seamless, engaging customer journey across the product lifecycle, driving loyalty and long-term value.
To achieve this, I launched the OX Accelerator, a global effort to develop exceptional ownership experiences by uniting teams across Business Areas (BAs). Using a service design approach, the OX Accelerator maps customer journeys, identifies pain points, and crafts solutions that meet consumer needs while enhancing satisfaction. This shift from a product-centric to a customer-centric perspective positions OX as a competitive advantage, fostering both business growth and a culture of customer-focused innovation.
Customer Journey Mapping
The Major Appliances Ownership Flow is a visual representation of the entire customer journey for major appliances, encompassing all the stages a customer goes through from initial consideration to eventual product disposal. The flow was created to provide a holistic and detailed understanding of the customer experience, enabling Electrolux to identify key touchpoints and opportunities for improvement.
This customer journey map serves as a foundation for the OX Accelerator’s work, providing a shared framework for all BAs to analyze, design, and implement enhancements to the Ownership Experience. By mapping the "as-is" journey, Electrolux could pinpoint pain points and areas for improvement, ultimately leading to a more cohesive and satisfying customer experience that drives both customer loyalty and aftermarket sales growth.
Customer Journey Mapping
The Major Appliances Ownership Flow is a visual representation of the entire customer journey for major appliances, encompassing all the stages a customer goes through from initial consideration to eventual product disposal. The flow was created to provide a holistic and detailed understanding of the customer experience, enabling Electrolux to identify key touchpoints and opportunities for improvement.
This customer journey map serves as a foundation for the OX Accelerator’s work, providing a shared framework for all BAs to analyze, design, and implement enhancements to the Ownership Experience. By mapping the "as-is" journey, Electrolux could pinpoint pain points and areas for improvement, ultimately leading to a more cohesive and satisfying customer experience that drives both customer loyalty and aftermarket sales growth.
Ownership Experience
The OX Accelerator focused on the Ownership phase of the customer journey, covering the period after a product is purchased, and identified four key Level 1 (L1) Ownership Journeys:
Onboarding: Simplifying setup and familiarization to create a positive first impression and maximize product value.
Ongoing Use: Supporting customers throughout product usage to meet evolving needs and ensure satisfaction.
Service & Repair: Making maintenance and repairs seamless and stress-free.
Repurchase: Building loyalty and trust to drive repeat purchases.
By prioritizing these journeys, Electrolux aims to transform the Ownership Experience, creating a competitive edge in the aftermarket and driving growth.
Ownership Experience
The OX Accelerator focused on the Ownership phase of the customer journey, covering the period after a product is purchased, and identified four key Level 1 (L1) Ownership Journeys:
Onboarding: Simplifying setup and familiarization to create a positive first impression and maximize product value.
Ongoing Use: Supporting customers throughout product usage to meet evolving needs and ensure satisfaction.
Service & Repair: Making maintenance and repairs seamless and stress-free.
Repurchase: Building loyalty and trust to drive repeat purchases.
By prioritizing these journeys, Electrolux aims to transform the Ownership Experience, creating a competitive edge in the aftermarket and driving growth.
OX Design Process
The OX Accelerator follows a structured three-phase process to redesign customer journeys and enhance the Ownership Experience:
• Diagnostic & Prioritization: The team analyzes the current journey within a Business Area, mapping customer experiences, gathering insights, reviewing operational data, and identifying pain points. This phase delivers a prioritized roadmap for improvement.
• MVP Development: The team designs, prototypes, and tests a Minimum Viable Product (MVP) to address key opportunities, using an agile approach to refine solutions based on customer feedback and feasibility.
• Operating Model Standards: After validating the MVP, the team establishes a scalable operating model, defining roles, governance, processes, and integration into existing systems to ensure sustainable, long-term value.
OX Design Process
The OX Accelerator follows a structured three-phase process to redesign customer journeys and enhance the Ownership Experience:
• Diagnostic & Prioritization: The team analyzes the current journey within a Business Area, mapping customer experiences, gathering insights, reviewing operational data, and identifying pain points. This phase delivers a prioritized roadmap for improvement.
• MVP Development: The team designs, prototypes, and tests a Minimum Viable Product (MVP) to address key opportunities, using an agile approach to refine solutions based on customer feedback and feasibility.
• Operating Model Standards: After validating the MVP, the team establishes a scalable operating model, defining roles, governance, processes, and integration into existing systems to ensure sustainable, long-term value.
Service & Repair
The Service & Repair journey was reimagined as a key opportunity to boost satisfaction, build loyalty, and unlock revenue. The OX Accelerator led a 10-week sprint in BA Europe, beginning with discovery to analyze pain points, consolidate insights, and map initiatives. Customer interviews, operational data analysis, and technology scouting informed an eight-stage journey framework, guiding improvements from Notice Issue to Receive Service.
A two-day virtual hackathon with 48 participants generated eight concepts, refined through testing with 200 consumers. Three MVPs emerged: Supported Diagnosis (digital tools for troubleshooting), Solution One-Stop Shop (centralized resources), and Appliance Life Extender (personalized maintenance support). This consumer-centric redesign strengthens relationships and drives growth through seamless, innovative service solutions.
Service & Repair
The Service & Repair journey was reimagined as a key opportunity to boost satisfaction, build loyalty, and unlock revenue. The OX Accelerator led a 10-week sprint in BA Europe, beginning with discovery to analyze pain points, consolidate insights, and map initiatives. Customer interviews, operational data analysis, and technology scouting informed an eight-stage journey framework, guiding improvements from Notice Issue to Receive Service.
A two-day virtual hackathon with 48 participants generated eight concepts, refined through testing with 200 consumers. Three MVPs emerged: Supported Diagnosis (digital tools for troubleshooting), Solution One-Stop Shop (centralized resources), and Appliance Life Extender (personalized maintenance support). This consumer-centric redesign strengthens relationships and drives growth through seamless, innovative service solutions.
Omnichannel Experience
As VP of Digital & Service Design at Electrolux, I spearheaded the creation of the Ownership Experience (OX) program, a global initiative aimed at elevating the consumer experience across all touchpoints. To achieve a truly seamless omnichannel experience, I united cross-functional teams and implemented a user-journey approach. This strategy enabled us to transition away from outdated paper manuals and deliver a more modern, personalized digital experience across various channels, including the Electrolux website, mobile app, and QR codes integrated into appliances.
At the core of this transformation was the development of the Ownership Hub, a multi-channel digital platform offering convenient features such as digital installation guides, interactive troubleshooting tools, personalized advice, and access to an online community. This comprehensive approach not only enhanced consumer satisfaction but also drove business outcomes by redefining the post-purchase experience.
Omnichannel Experience
As VP of Digital & Service Design at Electrolux, I spearheaded the creation of the Ownership Experience (OX) program, a global initiative aimed at elevating the consumer experience across all touchpoints. To achieve a truly seamless omnichannel experience, I united cross-functional teams and implemented a user-journey approach. This strategy enabled us to transition away from outdated paper manuals and deliver a more modern, personalized digital experience across various channels, including the Electrolux website, mobile app, and QR codes integrated into appliances.
At the core of this transformation was the development of the Ownership Hub, a multi-channel digital platform offering convenient features such as digital installation guides, interactive troubleshooting tools, personalized advice, and access to an online community. This comprehensive approach not only enhanced consumer satisfaction but also drove business outcomes by redefining the post-purchase experience.
My Role
Led touchpoint discovery, analysis, and prioritization of OX initiatives, reporting to the CEO and executive team.
Directed MVP development, budgeting, and implementation while establishing shared KPIs, standards, and practices.
Scouted and integrated enabling technologies, delivering a global IT roadmap and standardized OX taxonomy.
Created a playbook for journey redesign, MVP requirements, and end-to-end implementation aligned with strategic goals.
Recruited and led execution teams to drive impactful journey changes and measurable outcomes.
Conducted research, prototyping, and testing to inform low-fidelity UI designs
My Role
Led touchpoint discovery, analysis, and prioritization of OX initiatives, reporting to the CEO and executive team.
Directed MVP development, budgeting, and implementation while establishing shared KPIs, standards, and practices.
Scouted and integrated enabling technologies, delivering a global IT roadmap and standardized OX taxonomy.
Created a playbook for journey redesign, MVP requirements, and end-to-end implementation aligned with strategic goals.
Recruited and led execution teams to drive impactful journey changes and measurable outcomes.
Conducted research, prototyping, and testing to inform low-fidelity UI designs