Åsa Andersson, Finance Expert in Sweden
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Åsa Andersson

Verified Expert  in Finance

Customer Experience Expert

Location
Sweden
Toptal Member Since
February 7, 2023

Asa launched her consulting practice after a 20-year global career as a CX practitioner and executive leader within customer experience design for big corporates like Publicis Sapient, IKEA, du, Pandora, and Bang & Olufsen. She led large and complex CX transformations and helped multiple brands improve their whole customer experience journey to reach their business goals. Her deep expertise in data-led CX innovation and UX strategies made her want to become independent.

Growth Strategy ConsultantsManagement ConsultingGrowth StrategyMarket SegmentationMarket SizingMarket ResearchSales Operations

Case Studies

Work Experience

CXO

2023 - PRESENT
The Outcome Store
  • Acted as a global consultant advising senior stakeholders around digital business transformation through improved customer experience.
  • Drove innovation labs to help brands understand their most impactful customer moments and how to turn that knowledge into measurable impact on their customer journey.
  • Ran educational innovation labs in order to upscale senior stakeholders in customer experience and measuring improvements through impact.
Focus areas: Customer Experience, Customer Experience Design, Innovation Labs, UX Strategy, CX Strategy, Adobe Experience Design (XD), Miro, Customer Experience Strategy, Advisory, Innovation, Presentations, Executive Presentations, Workshops, User Research, Thought Leadership, Leadership Training, Team Leadership, Digital Transformation, Value Proposition, Creative Direction, Leadership, Business Strategy, Mobile, Corporate, Voice of the Customer (VoC), Experience Metrics, B2B, Market Research, EMEA, Branding, Growth Strategy, Strategy, Competitive Analysis, Customer Research, Market Assessment, Innovation Strategy, Design Strategy, Account Management, Digital Agencies, Management, Growth Hacking, Market Opportunity Analysis, Market Segmentation, Customer Success, Customer Satisfaction, Go-to-market Strategy, Retail & Wholesale, Go-to-market Plans, Competitor Analysis & Profiling, Primary Research, Secondary Research, Apps, New Products, Market Entry, Market Sizing, Market Research & Analysis, Competition Research, Target Profiles, Organizational Design, Organizational Strategy & Design, Product Design, Pricing, Monetization, Influencer Marketing, Digital Marketing Strategy, Marketing, Sales, Sales Strategy, Sales Operations, Growth Strategy Consultants, Customer Journeys, Design Thinking, Design Thinking Facilitation, Design Workshops, Journey Mapping, Microsoft PowerPoint, Presentation Design, Storytelling, User Journey Maps, Visual Storytelling, Client Success, Customer Retention, Change Management, Process Design, Process Flow Design

Executive CX Strategist

2023 - PRESENT
IKEA
  • Served as a CX consultant, leading the CX transformation of IKEA energy services and the output of Solar services' new value propositions and omnichannel improvements.
  • Upscaled senior stakeholders with one of my 4-week programs in how to perform customer experience programs and solve customer problems.
  • Advised on business and customer experience measurement relating to NPS, business, and customer goals.
Focus areas: CX Strategy, Advisory, Innovation, Customer Experience, Customer Experience Design, Adobe Experience Design (XD), Miro, Customer Experience Strategy, UX Strategy, Presentations, Executive Presentations, Workshops, User Research, Thought Leadership, Leadership Training, Team Leadership, Digital Transformation, Value Proposition, Leadership, Business Strategy, Mobile, Go-to-market Strategy, Corporate, Voice of the Customer (VoC), Experience Metrics, Management Consulting, Market Research, EMEA, Growth Strategy, Strategy, Competitive Analysis, Customer Research, Market Assessment, Innovation Strategy, Design Strategy, Account Management, Digital Agencies, Management, Growth Hacking, Market Opportunity Analysis, Market Segmentation, Customer Success, Customer Satisfaction, Retail & Wholesale, Go-to-market Plans, Competitor Analysis & Profiling, Primary Research, Secondary Research, Apps, Pitch Decks, New Products, Market Research & Analysis, Competition Research, Target Profiles, Organizational Design, Organizational Strategy & Design, Product Design, Monetization, Influencer Marketing, Digital Marketing Strategy, Marketing, Sales, Sales Strategy, Sales Operations, Growth Strategy Consultants, Customer Journeys, Design Thinking, Design Thinking Facilitation, Design Workshops, Journey Mapping, Microsoft PowerPoint, Presentation Design, Storytelling, User Journey Maps, Visual Storytelling, Client Success, Customer Retention, Change Management, Process Design, Process Flow Design

Global Experience Director

2021 - 2023
Publicis Sapient
  • Led all experience in the Nordic region with a team of 25+ experience strategists, UX designers, UI designers, and creative directors in four offices in Malmö, Gothenburg, Stockholm, and Copenhagen.
  • Worked with large corporate clients like Bang & Olufsen, Pandora, and Tetra Pak. Managed teams working on accounts like Novartis, Pfizer, and Volvo.
  • Set up a new innovation lab for the Publicis Group, which I successfully ran for a large client together with the team.
Focus areas: Customer Experience, Customer Experience Design, Advisory, Innovation, Innovation Labs, Creative Direction, Adobe Experience Design (XD), Miro, Figma, MURAL, Customer Experience Strategy, UX Design, UX Strategy, Presentations, Executive Presentations, Workshops, User Research, Thought Leadership, Leadership Training, Team Leadership, Brand Strategy, Digital Transformation, Value Proposition, Leadership, Business Strategy, Mobile, Go-to-market Strategy, Communication Design, Corporate, Voice of the Customer (VoC), Experience Metrics, Funnel Optimization, Management Consulting, Market Research, Consumer Health, Pharmaceuticals, EMEA, Branding, Growth Strategy, Strategy, Competitive Analysis, Customer Research, Market Assessment, Innovation Strategy, Design Strategy, Account Management, Advertising Technology (Adtech), Agency, Digital Agencies, Management, Growth Hacking, Market Opportunity Analysis, Market Segmentation, Customer Success, Customer Satisfaction, Retail & Wholesale, Go-to-market Plans, Competitor Analysis & Profiling, Primary Research, Secondary Research, Healthcare, Apps, Mobile Games, Pitch Decks, Digital Health, New Products, Market Sizing, Market Research & Analysis, Competition Research, Target Profiles, Organizational Design, Organizational Strategy & Design, TOM, Product Design, Pricing, Monetization, Influencer Marketing, Digital Marketing Strategy, Marketing, Sales, Finance, Sales Strategy, Growth Strategy Consultants, Customer Journeys, Design Thinking, Design Thinking Facilitation, Design Workshops, Journey Mapping, Microsoft PowerPoint, Presentation Design, Storytelling, User Journey Maps, Visual Storytelling, Visual Design, Client Success, Customer Retention, Change Management, Process Design, Process Flow Design

Head of Experience

2016 - 2021
Du
  • Led the complete experience transformation of all du channels and services with some amazing results. Increased the conversion by 40% during the introduction of a new upsell feature on our new app.
  • Transformed the UX and design of our 7,000-page website and lowered the bounce rate by 70%, leading to significantly improved experience KPIs. Led B2B and B2C.
  • Introduced a highly dataful way of working. Introduced experience KPIs, optimization, TNPS, CSAT, and joint measurements to achieve both customer and business goals.
Focus areas: Customer Experience, Customer Experience Design, Adobe Experience Design (XD), Miro, Figma, Customer Experience Strategy, Innovation, UX Design, App UX, UX Strategy, Web UI, Communication Design, UI Design, Presentations, Executive Presentations, Workshops, User Research, Thought Leadership, Leadership Training, Team Leadership, Brand Strategy, Digital Transformation, Value Proposition, Creative Direction, Leadership, Business Strategy, Mobile Apps, Mobile, Go-to-market Strategy, Corporate, Voice of the Customer (VoC), Experience Metrics, Funnel Optimization, B2B, Market Research, EMEA, Branding, Growth Strategy, Strategy, Competitive Analysis, Customer Research, Market Assessment, Innovation Strategy, Design Strategy, Account Management, Advertising Technology (Adtech), Digital Agencies, Management, Growth Hacking, Market Opportunity Analysis, Customer Success, Customer Satisfaction, Retail & Wholesale, Go-to-market Plans, Competitor Analysis & Profiling, Primary Research, Secondary Research, Apps, Mobile Games, Pitch Decks, New Products, Market Entry, Market Research & Analysis, Competition Research, Target Profiles, Organizational Design, Organizational Strategy & Design, Product Design, Monetization, Influencer Marketing, SaaS, Digital Marketing Strategy, Marketing, Sales, Sales Strategy, Customer Journeys, Design Thinking, Design Thinking Facilitation, Design Workshops, Journey Mapping, Microsoft PowerPoint, Presentation Design, Storytelling, User Journey Maps, Visual Storytelling, Client Success, Customer Retention, Change Management, Process Design, Process Flow Design

CX Advisor

2015 - 2016
Venture Cup
  • Consulted, supported, and mentored a range of startups in the web, software, and media areas in 2015.
  • Coached and educated about digital business success.
  • Acted as a CX advisor, supported and mentored around the most impactful customer moments based on the business goals.
Focus areas: Customer Experience Design, Customer Experience Strategy, Advisory, Innovation Labs, CX Strategy, Adobe Experience Design (XD), Miro, Customer Experience, Innovation, Presentations, User Research, Thought Leadership, Digital Transformation, Leadership, Business Strategy, Mobile Apps, Mobile, EMEA, Customer Research, Incubator Management, Innovation Strategy, Design Strategy, Digital Agencies, Customer Satisfaction, Retail & Wholesale, Competitor Analysis & Profiling, Secondary Research, Apps, Pitch Decks, New Products, Market Entry, Market Sizing, Market Research & Analysis, Competition Research, Target Profiles, Product Design, Digital Marketing Strategy, Marketing, Sales, Sales Strategy, Customer Journeys, Design Thinking, Design Thinking Facilitation, Journey Mapping, Microsoft PowerPoint, Presentation Design, Storytelling, User Journey Maps

CX Consultant

2015 - 2016
IKEA
  • Hired as a consultant to lead the CX transformation of the new IKEA kitchen experience in an omnichannel setting. Delivered a North Star that was to serve 16 countries.
  • Led customer experience strategy, service design, and UX strategy.
  • Achieved a great uplift in agreed goals, according to the early results.
Focus areas: Customer Experience Design, Adobe Experience Design (XD), Miro, Customer Experience, Customer Experience Strategy, Innovation, UX Design, UX Strategy, Presentations, Executive Presentations, Workshops, User Research, Thought Leadership, Digital Transformation, Value Proposition, Leadership, Business Strategy, Mobile, Corporate, Market Research, EMEA, Strategy, Customer Research, Market Assessment, Innovation Strategy, Design Strategy, Account Management, Digital Agencies, Management, Growth Hacking, Market Opportunity Analysis, Customer Satisfaction, Retail & Wholesale, Go-to-market Plans, Competitor Analysis & Profiling, Primary Research, Secondary Research, Apps, Pitch Decks, New Products, Market Research & Analysis, Competition Research, Target Profiles, Product Design, Marketing, Sales, Customer Journeys, Design Thinking, Design Thinking Facilitation, Design Workshops, Journey Mapping, Microsoft PowerPoint, Presentation Design, Storytelling, User Journey Maps, Visual Storytelling, Customer Retention, Change Management, Process Design, Process Flow Design

Creative Director

2013 - 2015
Stabenfeldt
  • Set up new digital business models, ideation, creation, and implementation of digital products.
  • Hired and directed the digital team of user experience designers, user interface designers, and developers.
  • Set up new digital business models, ideation, creation, and implementation of digital products.
Focus areas: Customer Experience Design, Adobe Experience Design (XD), Miro, Customer Experience, Customer Experience Strategy, UX Design, App UX, UX Strategy, Design, Web UI, UI Design, Presentations, Executive Presentations, Workshops, User Research, Thought Leadership, Team Leadership, Brand Strategy, Digital Transformation, Value Proposition, Creative Direction, Leadership, Adobe Photoshop, Adobe Illustrator, Business Strategy, Mobile Apps, Mobile, Startups, Communication Design, Market Research, EMEA, Branding, Strategy, Customer Research, Design Strategy, Digital Agencies, Management, Growth Hacking, Customer Satisfaction, Go-to-market Plans, Secondary Research, Apps, Mobile Games, Pitch Decks, Education Technology (Edtech), Gaming, New Products, Market Research & Analysis, Competition Research, Target Profiles, Product Design, Monetization, Digital Marketing Strategy, Marketing, E-learning, Sales, Customer Journeys, Design Thinking, Design Thinking Facilitation, Design Workshops, Microsoft PowerPoint, Presentation Design, Storytelling, User Journey Maps, Visual Design, Change Management, Process Design

Product Designer

2008 - 2012
London Town
  • Led all illustration and animation for our in-house animated movies.
  • Illustrated and produced the stories that were promoting our hotel business.
  • Designed for website and print, as well as produced most of the product concepts.
Focus areas: App UX, Adobe Experience Design (XD), UX Design, UX Strategy, Design, Web UI, UI Design, Presentations, User Research, Thought Leadership, Team Leadership, Digital Transformation, Leadership, Adobe Photoshop, Adobe Illustrator, Business Strategy, Mobile, Customer Experience Design, EMEA, Strategy, Customer Research, Design Strategy, Agency, Apps, Mobile Games, Pitch Decks, Gaming, Competition Research, Target Profiles, Product Design, Monetization, Customer Journeys, Design Thinking, Design Workshops, Microsoft PowerPoint, Presentation Design, Storytelling, Visual Design

Creative Director

2008 - 2012
watAgame
  • Led all creative direction and product design of a social and gaming site for girls. It quickly became the leading digital platform for girls aged seven to 12 in the Nordics.
  • Hired and trained a full team of user experience designers.
  • Led creative direction, brand, and actual customer experience.
Focus areas: Customer Experience Design, Adobe Experience Design (XD), Customer Experience Strategy, UX Design, App UX, Design, Web UI, UI Design, Presentations, User Research, Thought Leadership, Team Leadership, Brand Strategy, Digital Transformation, Leadership, Adobe Photoshop, Adobe Illustrator, Business Strategy, Mobile Apps, Mobile, Startups, EMEA, Strategy, Customer Research, Design Strategy, Account Management, Digital Agencies, Management, Mobile Games, Pitch Decks, Education Technology (Edtech), Gaming, Market Entry, Competition Research, Target Profiles, Product Design, Monetization, SaaS, Customer Journeys, Design Thinking, Microsoft PowerPoint, Presentation Design, Storytelling, Visual Design

Product Designer

2006 - 2007
McCann London
  • Hired as a consultant. Worked on the Nescafe campaign.
  • Designed banners and product pages, as well as used illustration skills for storyboarding.
  • Designed and animated lots of Flash banners for American Express and Nescafe.
Focus areas: Adobe Experience Design (XD), UX Design, Design, Web UI, UI Design, Adobe Photoshop, Adobe Illustrator, Business Strategy, Mobile, EMEA, Agency, Product Design, Microsoft PowerPoint, Presentation Design, Storytelling
1999 - 2002

Master's Degree in Interaction Design

Herefordshire College of Art and Design - Hereford, England, UK

1997 - 1999

National Diploma in Web Design

University of Lincoln - Lincoln, England, UK

AUGUST 2019 - PRESENT

Harvard Leadership Program

Harvard University

Finance

Market Opportunity Analysis, Pricing, Market Research

Industry Expertise

Digital Agencies, Retail & Wholesale, Healthcare, Education Technology (Edtech), Energy, Utilities, Pharmaceuticals

Geographic Expertise

EMEA

Output Software

Adobe Photoshop, Adobe Illustrator

Other

Miro, MURAL, Customer Experience, Customer Experience Design, CX Strategy, Advisory, Innovation, UX Design, App UX, UX Strategy, Service Design, Product Design, Innovation Labs, Communication Design, PowerPoint Design, Presentations, Sales Funnel, User Research, Workshops, Thought Leadership, Leadership Training, Team Leadership, Brand Strategy, Digital Transformation, Value Proposition, Leadership, Customer Experience Strategy, Mobile Apps, Mobile, Go-to-market Strategy, Corporate, Voice of the Customer (VoC), Experience Metrics, Funnel Optimization, Branding, Strategy, Competitive Analysis, Customer Research, Innovation Strategy, Design Strategy, Agency, Management, Growth Hacking, Customer Journeys, Design Thinking, Customer Success, Customer Satisfaction, Go-to-market Plans, Competitor Analysis & Profiling, Primary Research, Secondary Research, Strategic Planning, Apps, Mobile Games, Pitch Decks, New Products, Market Entry, Market Research & Analysis, Competition Research, Target Profiles, Organizational Design, Organizational Strategy & Design, Monetization, Digital Marketing Strategy, Marketing, Sales Strategy, Growth Strategy Consultants, Design Thinking Facilitation, Design Workshops, Journey Mapping, Microsoft PowerPoint, Presentation Design, Storytelling, User Journey Maps, Visual Storytelling, Visual Design, Client Success, Customer Retention, Change Management, Process Design, Process Flow Design, Adobe Experience Design (XD), Figma, UI Design, Executive Presentations, Creative Direction, Business Strategy, Startups, B2B, Management Consulting, Consumer Health, Growth Strategy, Market Assessment, Incubator Management, Corporate Strategy, Account Management, Advertising Technology (Adtech), Market Segmentation, Gaming, Digital Health, Market Sizing, TOM, Influencer Marketing, SaaS, E-learning, Sales, Finance, Structure & Organizational Design, Waste Management, Sales Operations, Design, Interaction Design (IxD), Web UI, Omnichannel Marketing

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