Impact

Brand Strategy

Tailored brand/marketing strategy based on segments and jobs to be done to trigger new behaviours.

Product Change

Informed product roadmap and lead to product changes with emphasis on certain key features over others.

Thought Leadership

Highlighted the Klarna brand as a thought Leader within Sustainability through information sharing.

Challenge

We observed from quantitative data that there was an increased interest towards more conscious shopping through Klarna. Alongside global climate challenges, we set out to understand the needs and challenges among people looking to make sustainable choices in their consumptions.

Goals

Identify triggers, motivations, needs and painpoints around shopping sustainably.

Identify customer journey and opportunities along the way.
Identify core user segments and give strategic recommendations for activation.

Approach

Benchmarking

To better understand the problem, we dove into behavioural data and previous research around sustainable shopping.

Stakeholder interviews & training

I interviewed multiple subject-matter stakeholders from different disciplines to define the problem further and decide upon strategy for research. I also trained teammembers in interviewing and research frameworks like Jobs to Be Done.

Consumer interviews

We interviewed 12 consumers across three countries through remote, interactive interviews.

Outputs

Insights model for activating consumer behaviour

Based on insights and the BJ Fogg’s behavioural model, I gave actionable recommendations on how to trigger desired behavioural change.

User & insights map

Customer segmentation of users and insights into behaviours and attitudes among current and potential customers.

Strategy direction

In devising the research direction, I provided tangible suggestions for how to cater the sustainability products for relevant consumer needs.

Insights to action

Building empathy

I gathered the insights from the research in Empathy maps for various user segments to bridge the gaps between the team and user needs.

Design ideation

Through immersive workshops with the teams, we developed brand new product concepts based on a storyboarding exercise.

Actionable insights

I held interactive workshops with the team to translate insights into actionable jobs to be catered for in our solution.

Enabling customers to make sustainable choices in e-commerce.

Consumers are looking to companies to help them become more sustainable. We did research to understand how we could best help customers make more conscious choices while shopping using the Klarna app.