Customer journeys as a strategic tool

Liza Hansson & Stina Janson

No. 314 12:50-13:10

Strategy & product

How can we ensure that an entire organization focuses on what truly matters—for both the customer and the business? How do we align teams around shared goals, foster a common understanding of priorities, and bridge the gap between strategic vision and day-to-day work?

In this session, we’ll explore how to maximize the impact of customer journey maps as a strategic tool. We’ll share how we combined business data, customer insights, and behavioral analytics within a structured framework—ensuring clear ownership and alignment with the organization’s top OKRs. No matter the role you’re in, you’ll learn how to turn customer journey maps into practical tools that drive real business results.

About the speaker

Stina Janson

Design Director, Länsförsäkringar

Experienced leader and designer based in Stockholm, with +20 years of experience working with user-centered and innovative products. She has a strong passion for leadership, design, business, innovation, and emerging technology. Stina works strategically and operationally to create value for users and business, and to ensure that design has a seat at the top table to influence product directions.

Liza Hansson

Strategic Designer, Variant

As a consultant at Variant, Liza has taken on various roles to ensure that design delivers maximum impact and creates the greatest possible value for users. She focuses on creating great products that users love, always taking a holistic approach to ensure alignment between user needs, feasibility, business goals, and execution.