Build an ugly MVP and watch your startup win
Focus on YOuR customers’ goals, not your products
Join our conversation with Felipe Camara, Design Director of Digital Customer Relationships at IKEA, to learn how viewing your business through your customers’ lens leads to a better customer experience and stronger business results.
episode INFO
Building a great customer experience starts with understanding what your customers are trying to achieve.
1
Discover how the way a company is organized can shape the experience customers receive
2
Understand the difference between customer journey mapping and customer journey management
3
Learn what IKEA’s Journey Atlas is and how to apply its principles to your own organization
4
Find out how to build strong, long-term relationships with customers
5
Explore how AI could reshape the customer experience
IKEA is one of the most consumer-centric brands in the world, and one of the most successful retail businesses in history. But its enduring popularity isn’t just about furniture.
A big part of IKEA’s success comes from understanding that customers don’t come in just to buy a new chair. What they’re ultimately trying to accomplish might be a cozier home. Understanding that bigger goal gives IKEA more opportunities to create value for both the customer and the business. That’s why IKEA invests heavily in understanding its customers’ goals and the journeys they take, and designs both the experience customers have
and the organization behind it around those goals.
We sat down with Felipe Camara, Design Director of Digital Customer Relationships at IKEA, whose role is to deepen customer relationships and uncover new growth opportunities. In this role, Felipe led the development of IKEA’s Journey Atlas, a framework that gives the organization a systemic view of its interconnected customer journeys. He shares how the Journey Atlas works at the scale and complexity of IKEA, and how businesses of any size can apply customer-centric design principles to better serve their customers.
Felipe Camara
Design Director of Digital Customer Relationships AT IKEA
ABOUT THE SPEAKER
Felipe Camara is a service & product experience leader with 20 years of experience in customer-centric design. His passion lies at the intersection of customer experience, business strategy, and sustainability. By deeply understanding user journeys, he designs solutions that delight customers and drive measurable business outcomes. He champions a human-centered culture, where companies use service design methodologies to solve complex problems and create a positive impact on the people and the planet.
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