Problem

Ballograf was established in 1945 and is currently the only Swedish manufacturer of pens. Today, they operate both a business-to-customer (B2C) and a business-to-business (B2B) business, which accounts for a large majority of their profits.

For B2C, they only sell through their online store and have just developed a new website to expand their product range and reach new markets. Strategic decisions have been made to increase this part of the sales.

Today, the company is mainly marketed through social media and advertising. Previously, the company has also worked with sporadic newsletters, but with little follow-up.

Ballograf needed our help with developing their contact channels, marketing, and customer processes towards private consumers

My Role

As a part of a team of 3, I held the roles of service designer, UX designer, and UX researcher.

Researcher

• Surveys, Secondary research
• Semi-structured interviews, Expert interviews
• Data consolidation (Rainbowsheet, MSRC, attract-diff)
• Customer Journey Mapping

Service Designer

• Customer Journey Map
• Service Blueprint
• Business Model Canvas

Visuals

• Ideate (sketches and rose, bud, thorn)
• Prototyping: Figma & Adobe Suite
• Presentation: Canva

Approach: Research

Our group was tasked with investigating B2C and we had 6 weeks to deliver.

Research included:

• Secondary research in the form of internet searches and in-store visits
• A survey to gain a broader understanding of customers and their usage habits
• Semi-structured interviews to dig deeper into the data gained from the survey

Analysis

We analyzed the collected data using ”Rainbow Sheets” where we found valuable insights that we combined and based our theory on.

The method provided a clear overview of how customers perceive and interact with the brand, how they behave, and what they expect before making a purchase, as well as their attitude towards the brand.

Customer Journey Map

As part of the analysis, we identified the customer’s ”gain and pain” points.

Using these, we were able to pinpoint and understand the problem.

Service Blueprint and Business Model Canvas

To understand what would be a reasonable proposal, we also created a service blueprint by interviewing the person in charge of production.

For obvious reasons, I’m unable to display the internal processes in the SB. (I tried to edit our BMC to make it accessible, but it became redundant without any data.)

The Concept

Make the customer’s journey from the store to the website smoother. Increase the customer’s knowledge of the online range. Provide the customer with a unique purchasing experience.

Our proposal was to achieve this through collaborations with unique brands and better signage in the store.