Det finns ett flertal studier som på påvisar hur kommunicerande mellan designers, både experter och noviser, och hur de förhåller sig till visualiseringar Arvola & Artman, 2006; Segelström., 2009 & Tholander, Karlgen, Ramberg, & Sökjer, 2008). Det finns även studier som jämför designutförande mellan expertdesigners och designnoviser Ahmed, Wallace, & Blessing, 2003; Ball, Ormerod, & Morley, 2004; Ho, 2001 & Kavalki & Gero, 2002), men någon uttalad standard för designers beteende och kommunicerande vid visualsieringsskapande finns inte och i nya studier observeras hela tiden nya fenomen. Det finns även få studier som undersöker hur individer helt ovana vid design förhåller sig till visualiseringar och hur de kommunicerar kunskap mellan varandra vid visualiseringsskapande. Denna studie utfördes som en fallstudie på Migrationsverket i Norrköping. Syftet med arbetet var dels att utforska hur individer som är ovana vid designarbete kommunicerar kunskap mellan varandra vid skapandet av visualiseringar inom tjänstedesign. Studien syftade även till att undersöka hur individer ovana vid designarbete förhåller sig till visualiseringarna de skapar vid kommunicerade med resterande gruppmedlemmar. För att studera detta hölls två workshops där fyra individer som aldrig hade hört talas om tjänstedesign, två individer ifrån medborgarskapsenheten och två individer ifrån kundtjänst, tillsammans fick skapa customer jouney maps och service system maps. Workshoptillfällena spelades in med videokamera och det inspelade materialet användes för att analysera konversation och interaktion mellan deltagarna och deras förhållningssätt till visualiseringarna. Resultaten ifrån studien visar att deltagarna använde sig av två huvudsakliga metoder för att kommunicera kunskap. Aningen genom yttranden eller genom frågor och svar. Deltagarnas yttranden var korta och nämndes vid tillfällen i diskussioner där deltagare ansåg att de hade kunskap som kunde bidra till utvecklingen av visualiseringarna. Vid kommunicerande av kunskap genom frågor och svar var det vanligast att deltagare ifrån den ena enheten frågar deltagare ifrån den andra enheten hur de förhåller sig till de sökande och hur deras arbetsuppgifter ser ut. Resultaten visar även att deltagarna använde sig av visualiseringarna för att referera till händelser i tjänsteförloppet eller för att uppmärksamma resterande deltagare om felaktigheter som hade uppstått i visualiseringen. Deltagarna arbetade iterativt i sitt visualiseringsskapande och alla designbeslut kring utvecklingen av visualiseringarna fattades gemensamt. I studiens slutsatser påpekas visualiseringars kommunikativa förmågor inom designgrupper och hur deltagarna använder sig av visualiseringarna för att effektivt kommunicerande med varandra. Ytterligare påvisas effekten visualiseringar kan ha på strukturen för kommunicerande och informationsutbyte och att deltagarnas strävan efter att fatta gemensamma beslut ledde till att de utbildade varandra kring de ämnen och processer som visualiserades.

Today’s society is earmarked by developments in technology so drastic, that our lives are continuously changed, impacted and remolded. When thinking about how many impressions one goes through during a single day, the results will be uncountable. And at an increasing pace, many of these impressions are shifting to the digital realm. This thesis acknowledges these rapid changes in the modern world of marketing, particularly the digital aspects of it. Yet while a great amount of research has been conducted to more closely understand digital marketing and how to conduct it, a significantly little amount of research has been spent focusing on the customer. This while the path that a customer takes from need to purchase may have grown to be more complex than ever. Not all the impressions that a customer gains on a certain product or brand come solely from the company behind it. As such, we decided to focus on exploring this customer journey – a relatively nascent theme in the field of marketing research. More specifically, we aim to answer the following research question: How is the customer purchasing decision affected by the customer’s interaction with touch points throughout the customer journey? Our main purpose was to arrive at a model as an answer to the research question, that could be used as a foundation for future research studies. We were intensely curious at gaining a better understanding of the customer journey and what the customers experience as they are touched by different influential channels during their travel from need to purchase. Our study shows that it is possible to synthesize the state of current research on the topic of the customer journey and support it with empirical data gathered from interviews with a variety of customers. Central to our thesis are the following two definitions that we have constructed based on current literature: The customer journey is the individual experience that a customer has when interacting with touch points in the path from a pre-purchase to a post-purchase setting. Touch points are moments of contact between customer and company that individually and collectively influence customer experience. The third critical element is that of the customer experience, which we don’t explicitly define, but implicitly construe as a distinct construct with a powerful impact by serving as the catalyst between touch points and customer actions and perceptions.The result is a conceptual model of the customer journey that we feel could be a foundation for future research on the customer journey to build upon and perhaps one day could serve as an overarching model for marketing as a whole.

This bachelor thesis explores a virtual try-on interface in the context of the fashion product category. It is argued that virtual representations of product offerings can stimulate consumers’ purchase intentions, and thus, enact an online transaction. The purpose is to investigate how market-based AR/VR influences the behavior of consumers along the customer journey. A qualitative research approach was undertaken to answer the exploratory question. The context of the empirical bachelor thesis is the virtual try-on Synsam Style Lab where two qualitative research methods were conducted. These methods consisted of a document study on Synsam Style Lab and three synchronous online focus group interviews that laid the foundation of the thematic analysis. The purpose of conducting these qualitative research methods was to shed light on whether or not Synsam Style Lab could facilitate consumers’ online buying decision process. Consumers who saw convenience in Synsam Style Lab often expressed reasons related to the theme Alleviate. On the contrary, if consumers interaction with Synsam’s virtual try-on yielded negative experience, then their reasons were often in connection with the theme Insufficiency.  The context of this bachelor thesis is restricted to the fashion eyewear segment and does not represent the total fashion industry. Only members of Generation Y, also known as millennials, participated in the synchronous online focus group interviews. Therefore, incorporating the perspectives of other demographics could contribute to a diversified discovery of findings. Previous research has not explicitly investigated the influence of AR/VR applications on consumers’ engagement in a fashion retail setting. Hence, this bachelor thesis provides new dimensions within the field of market-based AR/VR applications.

Digital commerce is a natural part of our everyday life. To fast and easily be able to make purchases from our home without stress has become a matter of course for us. But the new way to make purchases places new demands on the sales, not least at the important customer meeting. The interaction between customer and seller disappears completely and known marketing methods must be adapted to the new conditions. How does the customer journey change when the step from discovering a product to buying it is just a few clicks away? The study aims to investigate and develop a digital sales process for a mobile game aimed for children. The process is based on the marketing framework See-Think-Do-Care and tries to answer questions like which components are needed in a sales flow? How can a product be adapted to different types of users and can UX design be used to get interested customers to buy the product? The method is divided into two different sections. One section for evaluating the chosen marketing framework and another for the development of the sales process. The development of the sales process was made stepwise by prototypes in different degrees of fidelity. The first part of the result ended up in the implementation of the marketing framework, a developed customer journey, and a compilation of ten guidelines to adhere to for increasing the conversion of new customers. The sales flow was then developed step by step from only showing the routing to be a clickable solution similar to the intended end product. The di↵erent prototypes were evaluated by user testing and it was shown that the largest problem was not to make users understand the sales flow, it was to make them understand the actual product. The hope is that the result of the study will be able to be tested in production and be used in the real sales of the product.

Customer experience has become more difficult for companies to control with the expanding number of touch points that the companies must be aware off. One of the major reasons behind the expanding number of touch points has been digitalization. The financial sector is not excluded from this change. With the digitalization continuously improving and new financial technology (fintech) being developed, things might have changed. For example, bank offices and employees have been viewed as important in earlier studies, but has this changed? What is important and affects the customer experience in the Swedish financial sector today? The purpose of this paper is to gain a deeper understanding of which factors of banking services are considered important by customers today and whether there has been a shift since earlier studies. Thereby, we seek to establish what impacts the customer experience in financial institutions today. To find the answer to the purpose, a qualitative and quantitative study were conducted. The results of the full study show that employees are, as earlier studies have shown, still considered important when conducting a bank errand. However, in what context the employees are important seems to have changed. The results show that the quality that is delivered by the staff is important, while in earlier studies the relational aspect has been more important. Furthermore, the results show that bank offices are no longer considered important for the customer experience. Therefore, a shift can be identified. The study also show that it is important for the customer experience that the banks offer different channels for the customers to reach the bank. Furthermore, having the option to choose whether to resolve the bank errand on your own or obtain help from the bank is important for the customer experience. These two aspects are connected to the digital development of the industry. The results of the earlier research, referred to in this study, has not found these two aspects important. Our study therefore shows a significant shift, compared to earlier studies, in what customers consider important in contact with financial institutions.

In recent years there has been a remarkable distribution of the omnichannel environment, which has emerged as a significant factor in the fashion industry. Today's society is characterized by customers who possess extensive knowledge and easy access to information online, with the added convenience of constantly available e-commerce. As consumer awareness has escalated, it has become imperative for businesses to understand how customers' needs, pain points, and desires impact their customer journey in an omnichannel environment. Consequently, the aim of this research is to gain a comprehensive understanding of how Generation Z customers' needs, pain points, and desires influence their behavior throughout the customer journey within the fashion industry's omnichannel landscape. This study aims to contribute new and crucial insights to the existing body of knowledge, given the lack of recent research on this topic from the consumer perspective. To achieve these research objectives, empirical data was collected through a qualitative multi-method study comprising five focus groups and five semi-structured interviews, with a total of 25 participants. The participants consisted of individuals of Swedish origin who were born in, and belong to, Generation Z. The collected data was afterwards analyzed and discussed, which meant comparing and contrasting the results with previous research on the topic. The conclusion of this thesis reveals remarkable observations about Generation Z in Sweden, where this study has identified the most common combinations of different channels in omnichannel atmospheres. Overall, this study highlights a clear preference among female participants to use the services provided by e-commerce, while male participants show a propensity for physical, traditional commerce. In addition, this report sheds new light on the information search and evaluation process, which constitutes the initial stage of the consumer's decision-making process. Finally, needs, pain points and desires based on each step in the customer journey are identified, as well as how the problems can be resolved with initiatives from the companies.

The aviation industry has some tough years behind it due to the COVID-19 pandemic and the emergence of low cost carriers. In the competition of retaining and attracting passengers, the importance of the passenger's airport experience has been discovered. This thesis investigates how digitalising of airports can lead to an enhanced airport experience for passengers. With the use of a digital transformation model and the field of service design a research design of four phases has been assembled. Through in-depth interviews, participation in a vision seminar and shadowing of passengers, the current state of digitalisation at airports has been assessed and goals for a future digital airport has been defined. This laid the foundation for the developed vision for future digital airports presented in this thesis. The results indicated that digitalisation can have a great impact on passengers' airport experience if properly designed. In fact, simply digitising is not enough, the airports must undergo a digital transformation to reach the full potential of digitalisation. The digital maturity of passengers is also found as a key point to successfully change the way airports operate.

The financial sector is transforming as a result of PSD2 and open banking. The traditional retail banks face new competition from FinTechs and BigTechs. 78 percent of Nordic banks are concerned by the threat of disruption and 88 percent think that they need to rethink their business model. Customer experience and customer journeys are crucial as customer expectations is one of the major driving forces for the changing industry.Generation Y (1989 2000) is often defined as early adopters and digital natives which makes them an important but challenging customer segment. According to the Millennial Disruption Index, the banking industry is at the highest risk of disruption from generation Y. This study focus on how traditional Swedish retail banks can manage digital transformation and the needs and behavior of the Swedish generation Y. To identify the needs and demands of generation Y, four focus groups was conducted with 31 participants and four semi-structured interviews. The results was analyzed and related to a customer journey framework and the concept of platform banking.The results indicate that the Swedish generation Y demands personalized services and products as well as tailored Omni-channel experiences. They demand an expansion of financial services in the form of a “one-stop-shop”. In order to meet these demands, traditional Swedish retail banks must utilize their customer data and weight the Swedish generation Y´s trust in their security. This will enable them to develop superior customer experiences as well as extending their context and establish themselves as banking platforms. / Den finansiella sektorn förändras till följd av PSD2 och open banking. De traditionella bankerna möter ny konkurrens från FinTechs och BigTechs. 78 procent av de nordiska bankerna är oroade av förändringarna och 88 procent tycker att de behöver ompröva sin affärsmodell. Kundupplevelser och kundresor är avgörande eftersom kundernas förväntningar är en av de viktigaste drivkrafterna för den föränderliga industrin.Generation Y (1989 2000) definieras ofta som digitala pionjärer vilket gör dem till ett viktigt men utmanande kundsegment. Enligt studien ”Millennial Disruption Index” har banksektorn den högsta risken för störningar från Generation Y. Denna studie fokuserar på hur traditionella svenska banker kan hantera digital transformation och den svenska generation Ys behov och beteende. För att identifiera behov och krav från generation Y genomfördes fyra fokusgrupper med 31 deltagare samt fyra semi-strukturerade intervjuer. Resultaten analyserades och relaterades till en kundrese teori samt konceptet om plattformsbanker.Resultaten indikerar att den svenska generation Y kräver personliga tjänster och produkter samt skräddarsydda Omni-kanalupplevelser. De kräver en expansion av finansiella tjänster i form av en "one-stop-shop". För att möta dessa krav måste traditionella svenska banker använda deras kunddata och utnyttja den svenska generation Ys förtroende för deras säkerhet. Detta kommer att göra det möjligt för dem att utveckla överlägsna kundupplevelser såväl som att utvidga sitt sammanhang och etablera sig som bankplattformar.

Purpose: The purpose of this study is to examine how changes to the business model of a leading SaaS solution provider by way of altering customer experiences could prevent further customer attrition and instead promote customer retention. This study also aims to clarify the root causes of customer attrition existing within the current customer journey and suggest efforts aimed at increasing customer retention. Method: The methodology used in this study is qualitative in the form of semi- structured interviews and has used a deductive approach to research. The approach has been conducted as interviews serving two perspectives: Internal and External. Internal perspective is comprised of interviews conducted with the case phenomena such as employees and managers, whilst the external perspective is comprised of customer insights. Both perspectives have been used to answer the main research questions, just as theoretical literature proposes it a necessity when analyzing customer experiences. Conclusion: The conclusion derived from this study suggests that despite all customers appreciating the product/service provided by The Corporation, customer dissatisfaction stems from activities later on in the customer experience. These activities are perceived as inefficient due to long lead-times when managing advanced software issues as well as perceived information asymmetry within different departments in The Corporation towards the customers. This has implications on the business model as it is directly related to the capture of value from customers later on in the customer journey. Business processes currently used to maintain and service customers represent both the main source of value for The Corporation as well as the root causes of customer dissatisfaction. Efforts aimed at preventing customer attrition and increasing customer retention involves more efficient advanced issue management either by contingency planning or re-allocation of resources to prevent long-lead times of issue management. Multiple main points of contact towards the customer and increased interdepartmental customer-centric communications within The Corporation would increase information symmetry as well as improve customer satisfaction, customer experience and finally and promote customer retention.

Att utveckla bra relationer med sina kunder är en avgörande faktor för ett företags framgång. Deinteraktioner med företaget som kunden gör kan ses som en resa där bland annat framgångsfaktorernakommunikation, transparens och intern kompetens är väsentliga för en stor kundnöjdhet. Det är mångaföretag idag som utesluter det ena eller det andre på bekostnad av kundnöjdheten.Syftet med denna kandidatuppsats i informatik är att identifiera och beskriva framgångsfaktorer för enförbättrad relation mellan kund och företag samt hur ett CRM-system fungerar som möjliggörare medutgångspunkt i ett kundreseperspektiv. Metoden för denna uppsats är fallstudiemetoden, dåundersökningen gäller en viss situation och unika processer hos det valda fallföretaget. För att fångaspecifika erfarenheter och uppfattningar för fallet, så har semistrukturerade intervjuer genomförts.De viktigaste slutsatserna från denna studie är att relationen mellan kund och företag utifrånett kundreseperspektiv bör ses utifrån hur både kunden och företaget upplever det. Båda parternasgrundtankar överensstämmer i hög grad gällande kundens resa, såsom att det finns beröringspunktersom är väsentlig för kundnöjdhet. Det som detta bidrar till är att öka en förståelse för vad som faktisktupplevs värdefullt i en relation mellan kund och företag. Framgångsfaktorerna kunnig personal,kundinformationshantering, att ta hand om kundens förväntningar, kommunikation och transparensoch stöd från ledningen, är alla framgångsfaktorer som hör till kundresans olika faser och bidrar till ennöjd kund. Slutligen har stödfunktioner hos ett CRM-system identifierats för varje fas i kundresan:fördefinierade frågor till kunden, stötta kundsupport, prioritera och hantera ärenden och förmedlaersättningsbeslut till kunden.