I step in to lead customer experience and design, setting direction and doing the work alongside teams. I connect customer needs with business goals through research, service design and digital concepts, helping teams improve services, simplify work and use AI where it helps. I bring people together and stay involved through delivery, closing the gap between business ambition and what customers and employees actually experience.
Past experience
Global Experience Director
Publicis Sapient
Recognition
Top 2
Global CX Leader of the Year 2024
Availability
Available for contract and interim assignments
The brands that have shaped my experience
What I bring
Understand why customers choose you, where they drop off and what brings them back. I connect customer insight with business goals to prioritise improvements that attract customers, increase conversion and strengthen retention.
Customer research, Growth opportunities, Experience strategy, Journey management, Performance measures
Make services easier for customers and employees. I connect customer journeys with the processes, responsibilities, systems and handovers behind them, then work with teams to reduce friction, simplify work and improve delivery.
Service blueprints, Process improvement, Roles & handovers, Service concepts, Operating models
Turn complex needs into clear, useful digital experiences. I work across websites, apps, portals and internal tools, translating research into journeys, concepts and prototypes that teams can test, build and improve.
UX research, Information architecture, Interaction design, Prototyping & testing, Design direction
Find where AI can improve service and free up time for more valuable work. I help teams prioritise use cases, redesign workflows and define what AI handles, where people take responsibility and how the two work together. I work with technical teams to test solutions and support adoption.
AI use cases, Workflow redesign, Human oversight & handovers, Pilots, Adoption & outcome measures
Set direction, make decisions and keep improvements moving. I step in to lead teams or initiatives, align stakeholders and turn priorities into a practical roadmap. I work alongside teams through design, testing and implementation, building the capability to carry the work forward.
Interim leadership, Cross-functional delivery, Stakeholder alignment, Prioritisation, Change & capability building
Measure how customers experience your business and use the findings to improve it. I work with Qualtrics and other feedback and analytics tools to track CSAT, NPS and customer success across the journey. I turn insights into clear reporting and work with teams to prioritise improvements, raise satisfaction and track their impact on adoption and retention.
Qualtrics & Voice of Customer, CSAT & NPS, Dashboards & reporting, Action planning, Adoption & retention
Selected work
Building the omnichannel customer experience for the future of home energy.
Connect customer experience with business performance by aligning leadership around shared goals, redesigning critical customer journeys and creating a measurement strategy through Qualtrics.
Identifying opportunities across the kitchen journey and translating them into concepts, prototypes and a shared North Star for the future experience.
Turning a high-dropout homepage into a personalised recommendation experience, reducing bounce rate by 85% and increasing overall sales by 30%.
Supporting customer experience improvements across brand, digital experience and AI initiatives, connecting customer needs with opportunities to improve how service is delivered.
Transforming a low-usage app into a personalised account management experience, increasing customer penetration from 40% to 70% and ID renewal conversion by 54%.
About Åsa
I help organisations improve how they attract, convert and retain customers. Bring me in when customers struggle to choose, buying or onboarding is difficult or teams are improving individual touchpoints without improving the whole journey.
I lead customer experience strategy and service design with a systems thinking approach, connecting customer needs with the people, processes, data and technology behind the experience. I work with leadership teams to set direction and with delivery teams to research, design and test what needs to change.
As AI becomes part of how customers discover, evaluate and use services, I help organisations design for both people and AI agents acting on their behalf. This includes defining where AI adds value, how it fits into service delivery and when human judgement and support are needed.
My background combines 20 years of experience, leadership at Publicis Sapient and work with organisations including IKEA, Pandora, Bang & Olufsen, Tetra Pak, InGroup, Boligexperten and Pfizer. As a Partner at OneNine, an AI native company, I work alongside technical specialists to connect experience strategy with implementation.
Available for contract and interim assignments. Based in Malmö, working across Sweden, Denmark and international teams.
Career in a nutshell
From leading experience teams to advising global organisations. My work connects customer needs, commercial priorities and the people who make change happen.
du Telecom
Publicis Sapient
The Outcome Store
IKEA
Svenska Spel
OneNine
Selected LinkedIn recommendations
I had the pleasure to work closely with Åsa during the last two years and the collaboration has definitely been fruitful, enriching and enjoyable. Åsa is a gem - a professional with solid expertise in total experience, with the ability to embrace and navigate the full omni channel, great understanding of big organizations dynamics, and very nice personality to work with! With her strong customer centric approach and good understanding of the business, emphasis on data analytics and ability to turn problems into tangible opportunities and solutions, you can rely on Åsa all the way from creating CX strategy, via translating it into actions, to following through and taking it one step further. Knowledgeable, trustworthy, fast, positive and inspiring, that’s Åsa - thank you for everything and I will be happy to work with you again!
I’ve had the pleasure of working with Åsa when she elevated our CX strategy at Sport&Casino at SvenskaSpel and educated us in the methods she’s developed. As her contractor I would highly recommend someone in my position to bring her onboard to establish a CX strategy.
Åsa's contributions have been invaluable in helping us create an exceptional customer journey and a seamless omnichannel experience. Her expertise in mapping pain points and creating detailed personas has been instrumental in the successful development of our Energy Services initiative.
She had successfully steered the culture of opinion-driven design in a fairly traditional company to that of data-driven design. Asa's natural strength lies in relentlessly asking the right questions till she is able to direct the design in the simplest possible way.
I came to know Asa as a CX-focused thought leader and skilled design director in a large corporate environment. While she was always cool-headed, collected and focused, she could also negotiate strongly when it was required, driving forward good UX with a customer-first attitude.
She has a sense of clarity on the business vision & knows how everything fits together. The team here is awesome too but IMO, she is the force & the reason why the team is so productive & fast paced. She is just not a leader but also a hands-on designer who is a great illustrator, story teller & a speaker.
Ways to work together
I’m open to interim and contract roles where customer experience helps shape business decisions. I bring strategic direction and practical design experience, with a particular strength in connecting teams, channels and processes around the customer.
You may have a strong offer and still make it difficult for customers to find, choose or stay with you. I help identify where the journey breaks down and what needs to change across marketing, sales, digital and service to support growth.
I work from customer research and business priorities through to service concepts, tested prototypes and delivery roadmaps. Bring me in to lead a defined project or work alongside your team, connecting the customer experience with the processes and technology behind it.
I help define where AI can improve the experience and how your services need to work for both people and AI agents acting on their behalf. As a Partner at OneNine, I work with technical specialists to connect that direction with practical implementation.
I bring a practical perspective on customer experience, service design and AI, grounded in work with global organisations. From leadership discussions to working sessions, I help people explore the challenge, question assumptions and agree what to do next.
A collaboration, an introduction or a problem you haven’t quite defined yet? Tell me what you’re thinking.
Start a conversationMethods & tools
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Let's talk
Tell me what you want to achieve and where progress is getting stuck.
I’m available for contract and interim assignments in customer experience strategy, service design and experience leadership.
Building the omnichannel customer experience for the future of home energy.
As IKEA expanded into renewable energy services, including solar panels, EV chargers and heat pumps, the challenge wasn't only launching new products. It was creating a seamless customer experience across stores, digital channels and customer service. Åsa Andersson led the global Customer Experience Strategy, helping IKEA identify the opportunities that would accelerate adoption, strengthen the customer journey and support international expansion.
Selling energy services is fundamentally different from selling home furnishings. Customers require education, reassurance and support across multiple channels before making a high-value purchase.
IKEA needed a connected omnichannel strategy that could simplify complex buying journeys, improve customer confidence and scale consistently across markets.
Customer Experience Strategy · Service Design · Omnichannel Experience Design · Customer Journey Mapping · Innovation Strategy · Commercial Experience · Market & Customer Insight · International Experience Strategy
Connect customer experience with business performance by aligning leadership around shared goals, redesigning critical customer journeys and creating a measurement strategy through Qualtrics.
Connect customer experience with business performance by aligning leadership around shared goals, redesigning critical customer journeys and creating a measurement strategy through Qualtrics.
Customer Experience Strategy · Journey Management · Service Design · Customer Segmentation · Qualtrics Strategy · Experience Measurement
Identifying opportunities across the kitchen journey and translating them into concepts, prototypes and a shared North Star for the future experience.
Help shape the future IKEA kitchen experience by identifying the customer experiences that create the greatest opportunities for growth across the omnichannel journey.
Customer Experience · Service Design · Innovation · Customer Research · Journey Mapping · Experience Strategy · Experience Prototyping
Turning a high-dropout homepage into a personalised recommendation experience, reducing bounce rate by 85% and increasing overall sales by 30%.
From new customer to loyal advocate, the work connected customer needs with revenue growth across du’s digital products and services.
The du.ae homepage had a high dropout rate. Customers were overwhelmed by choices and unfamiliar terminology.
Customers struggled to choose the right mobile plan and understand what data allowances, such as 20GB, meant for their everyday lives.
Customer Experience Strategy · Customer Research · Journey Mapping · Personalisation · UX Design · Prototyping & Testing · Product Design
Supporting customer experience improvements across brand, digital experience and AI initiatives, connecting customer needs with opportunities to improve how service is delivered.
Boligexperten had built a strong reputation through trusted relationships and exceptional service, but its brand and digital experience no longer reflected the quality of the business.
At the same time, manual administration was taking time away from customers and advisory. The ambition was to create a more connected customer experience while using AI and automation to improve productivity and support growth.
Customer Experience · Service Design · Brand Strategy · Digital Experience · Website Design & Development · AI Enablement · Knowledge Management · Process Automation
Transforming a low-usage app into a personalised account management experience, increasing customer penetration from 40% to 70% and ID renewal conversion by 54%.
Åsa led the experience transformation at du Telecom in Dubai over 4.5 years, managing a UX and design team of more than 30. The work connected retail, e-commerce, apps and customer portals around customer needs.
The du app had low usage and was disconnected from the customer journey. It lacked a clear purpose and did not meet real customer needs.
The opportunity was to focus on existing customers, personalising account management and integrating relevant upsell and cross-sell opportunities.
UX Design · Creative Direction · Customer Research · Personalisation · Proactive Notifications · Experience Strategy