Asa Andersson

Collaborated with the leadership group to build an omnichannel customer experience (CX) strategy from attraction to retention. Integrated diverse data sources to identify the key drivers of organizational goals. Developed strategies to align customer experience with financial objectives by leveraging Qualtrics for measurement and analysis.

Headed the CX transformation and omnichannel marketing strategy for IKEA Clean Energy Services as a CX consultant, driving the development of new value propositions and enhancing the customer journey for Solar Services. Upscaled senior stakeholders through a 4-week program focused on executing customer experience and marketing strategies to solve customer problems effectively. Advised on business and customer experience measurement, including net promoter score (NPS), to align with business and customer goals, improving marketing outcomes. Created personas and empathy maps to uncover omnichannel insights and identify customer needs and gaps. This work informed solutions aimed at effectively attracting, converting, and retaining customers. Developed service designs and detailed service blueprints to map out and optimize customer journeys, ensuring seamless integration across touchpoints and enhancing the effectiveness of attract, convert, and retain strategies. Transformed a global campaign into tailored omnichannel communication strategies, ensuring consistent messaging and engagement across all platforms. Oversaw the gathering of customer insights and translated them into actionable strategies for all marketing initiatives.

Served as a global consultant and advised senior stakeholders on digital business transformation by enhancing customer experience and integrating strategic marketing initiatives. Headed innovation labs that empowered brands to identify their most impactful customer moments and translate those insights into actionable marketing strategies, driving measurable improvements throughout the customer journey. Conducted educational innovation labs to upskill senior stakeholders in customer experience, focusing on translating insights into measurable marketing impact and improvements.

Spearheaded all experience in the Nordic region with a team of over 25 experienced strategists, UX and UI designers, and creative directors in four offices in Malmö, Gothenburg, Stockholm, and Copenhagen. Collaborated with large corporate clients such as Bang & Olufsen, Pandora, and Tetra Pak. Led teams and managed accounts for Novartis, Pfizer, and Volvo. Established a new innovation lab for the Publicis Group and successfully led it for a major client alongside the team.

Headed the comprehensive experience transformation of all Du channels and services, achieving remarkable results. Boosted conversion rates by 40% with the introduction of a new upsell feature on the app. Revamped the UX and design of our 7,000-page website, reducing the bounce rate by 70% and significantly improving experience KPIs. Led both B2B and B2C efforts. Implemented a data-driven approach, introducing experience KPIs, optimization, transactional net promoter score (tNPS), customer satisfaction (CSAT), and joint measurements to achieve both customer and business goals.

Led the CX transformation of the new IKEA kitchen experience in an omnichannel setting as a consultant. Delivered a North Star strategy to serve 16 countries. Oversaw the customer experience strategy, service design, and UX strategy. Achieved significant uplift in agreed goals based on early results.

Consulted, supported, and mentored a range of startups in the web, software, and media areas in 2015. Coached and educated teams on achieving digital business success. Acted as a CX advisor, supporting and mentoring startups on the most impactful customer moments in alignment with business goals.

Established several innovative digital business models. Hired and directed the digital team of user experience designers, user interface designers, and developers. Led ideation, creation, and implementation of digital products.

Led product design for a social and gaming site for girls, quickly establishing it as the leading digital platform for girls aged seven to 12 in the Nordics. Hired and trained a full team of user experience designers. Spearheaded creative direction, brand, and actual customer experience

Led all illustration and animation for our in-house animated movies. Illustrated and produced the stories to promote our hotel business. Designed for both website and print and produced the majority of the product concepts.

Hired as a consultant and worked on the Nescafé campaign. Designed banners and product pages and utilized illustration skills for storyboarding. Designed and animated numerous Flash banners for American Express and Nescafé.