Starting a business is a massive undertaking. It can feel complicated and difficult to know where to start. A common take-off can be to look up information on the internet. It is also possible to get information on how to start a business from the bank, which is a credible source. However, the information may not be presented in the best and most user-friendly way, making it difficult to follow each step. This raises the question: How to design a digital guide for starting a business? This study examines how usability can be improved to increase the guide’s user experience and thus improve the customer journey. To ensure that the right solution is developed, one must first understand what the fundamental problems are. In this way, the right solution can be found to the problem. This was accomplished using the Double Diamond method. The method included four phases, Discover - literature study, evaluation and interviews, Define - How Might We, Develop - brainstorming and sketching, and Deliver - prototyping and user testing. The thesis resulted, via four phases, in a design proposal ready to be implemented. A usability measure test, SUS, was carried out on a Hi-Fi prototype with a mean SUS score of 88.5. Due to the General Data Protection Regulation and not being able to implement the proposal on Swedbanks’ site, it was not possible to conduct the test on the intended target audience. However, in the next step, the developed material and methods could be used to test the intended target audience.

Nowadays, a hyper-connected consumer is not satisfied with using only one channel of everything the brand offers, but rather looks for the diversity of options to make their purchase. This research seeks to analyze how the customer experience is during the purchase process developed in the omnichannel strategy of the department store. The study used qualitative research methods to data gathering and analysis. To best capture customer experience, semi-structured interview, using open-ended questioning, was suited to data gathering. The participants were 13 customers who consented to be interviewed. Recruitment of participants concluded when data saturation occurred. It was evident how the omnichannel strategy works in a synchronized and positive way in the department store, without any interruption to consolidate the purchase.

Evento que busca desarrollar Service Blueprints y Customer Journey maps

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This thesis examines the informational requirements of customers throughout the customer journey within the industry for industrial facilitating goods and explores how to manage data to meet these requirements. The research adopts a qualitative research design with a case study approach, using semi-structured interviews supplemented with secondary survey data. Thematic analysis and descriptive and correlational analysis were employed to analyze data. The study identifies digital touchpoints as crucial areas for understanding data requirements and data exchange and highlights the importance of data quality and searchability in enhancing customer satisfaction. The research findings simultaneously emphasize the need for a balance between physical and digital touchpoints and the significance of qualitative human interactions in generating positive customer experience. Managerial implications include the importance of updating and delivering the appropriate data sets for different customer roles, investing in business web-presence to facilitate effective customer interactions, and maintaining a balance between physical and digital touchpoints.

The digital world is constantly growing. This contributes to increasing expectations and demands in the technical aspect. Digitization is powerful, but it further contributes to a number of challenges, such as the coordination of physical and digital stores. During the corona pandemic, the digital transformation has accelerated for companies to adapt to customers. Therefore, the purpose of the research is to understand how swedish retailers can manage technological touchpoints in customer journeys in the furniture sector. Further the purpose is to investigate how retailers can use technological touchpoints to change the quality and customer engagement in the customer journey.  To be able to answer the empirical findings, six semi-structured interviews were obtained through a multiple case study. The theory from previous research and the empirical results were then discussed in the analysis. The conclusion of the thesis resulted in the management of digital touchpoints is different depending on whether it concerns companies using physical stores or e-commerce. This thesis has identified that retailers in the furniture sector manage technological touchpoints to create a seamless customer experience, increase customer satisfaction, more easily engage customers and to be able to integrate with customers in several ways. Digital touchpoints have made it easier for companies to measure results and to be able to improve the customer journey. One identification was that customer engagement has increased in relation to the increased digitalization, but also that the researched companies believe that digitization is vital for increasing customer engagement. Due to the technology, opportunities are created to be able to develop the quality of the customer journey. Further, by being able to measure the customer journey, the companies gain an insight into what should be constantly improved.

Skiftet från en bensindriven bil till en elbil är ett ämne som drastiskt accelererat under de senaste fem åren med motivation av miljömässiga fördelar. Detta skifte börjar inte bromsa in, utan snarare att fler konsumenter väljer en elbil framför en bil med en förbränningsmotor. I takt med att bilen blir mer avancerad, blir även tekniken inuti bilen mer komplicerad för konsumenter att använda. Syftet med denna studie är att jämföra köpintentioner av en Elbil mellan Tyskland och Storbritannien, med specifik hänsyn till Technology acceptance model (TAM). Studien är genomförd som en kvantitativ undersökning med Polestar som samarbetspartner. För Tyskland respektive Storbritannien är respondenterna 54 respektive 56 styck. Analysering av resultat har gjorts genom en deskriptiv analys samt en korrelationsanalys, för att hitta mönster i de datamaterial som insamlats. Resultatet påvisar att det finns såväl likheter som skillnader i köpintentionerna för såväl Tyskland som Storbritannien. Exempelvis påvisar resultatet att TAM har en likvärdig inverkan på köpintentionerna hos de båda länderna, samtidigt som exempelvis miljö har en större inverkan hos konsumenter i Storbritannien än i Tyskland. / The shift from a petrol-powered car to an electric car is a topic that has accelerated dramatically over the past five years with the intention of environmental benefits. This shift is not starting to slow down, rather more consumers are choosing electric vehicles over cars with internal combustion engines. As the car becomes more advanced, the technology in the car also becomes more complicated for consumers to use. The purpose of this study is to compare the purchase intentions of electric cars in Germany and the United Kingdom, with specific regard to the Technology acceptance model (TAM). The study was conducted as a quantitative study partnered with Polestar. For Germany and the United Kingdom, the respondents are 54 and 56 respectively. Analysis of results has been done through descriptive analysis and correlation analysis, to find patterns in the data material collected. The results show that there are similarities and differences in the purchase intentions for both Germany and the United Kingdom. For example, the results show that TAM has an equal impact on the purchasing intentions of the two countries, while for example, the environment has a greater impact on consumers in the UK than in Germany.

China’s economy is growing. It has been said that “the question like ‘how to do business with Chinese people’ have occupied the minds of international business people who are planning to enter China.” (Fan & Zigang, 2004). Sweden as a country which listed China as its largest trading partner in Asia and a priority country in Sweden's export strategy, has a need to gain understanding about guanxi –an important concept in Chinese business culture. In this thesis, the author will present the development of three exercises inspired by design methods (role play, visualization and customer journey map) which aim to help Swedish business managers to learn guanxi in an experiential way. It includes the challenges the design team went through, how did they solve it and what are the latest version of the exercises looks like. The main challenges presented in this thesis are: how to embed specific knowledge smoothly into exercise; how to set up the role of facilitator(s); and how to increase the level of satisfaction for the users. Those challenges are not only specific to our project, but also could be inspirational for other people (e.g. designers, business culture scholars and so on) who want to create similar exercises or looking for new ways to deliver the knowledge about cross-cultural business communication.

Digital marketing involves several channels that represent important touchpoints across the customer journey which SMEs must prioritize and invest in effectively. However, SMEs can struggle with limited resources of time, budget and knowledge which makes successful implementation of digital marketing and conversion rate optimization difficult. The challenges are even more severe when adding information overload to the context and how this affects consumers behavior along the increasingly complex nature of the customer journey. Thereby, the purpose of this study is to explore what Swedish SMEs should prioritize when it comes to digital marketing touchpoints to increase conversions, especially emphasizing how consumers’ behaviors may be affected by information overload across the customer journey. This was carried out by using a qualitative approach with an exploratory nature and by conducting in-depth interviews with consumers and experts in the digital marketing field. The main findings of this study suggest that online advertising, SEO, social media, web pages and customer reviews are of highest priority for SMEs to increase conversions. Further, information overload has a significant role in the customer journey in terms of large quantities of information, wrong characteristics, information disorganization, complex task and process parameters and lacking quality of content. Lastly, information overload is also shown as a conflict between marketers and consumers.