Customer Experience Strategy for Lely

The design challenge: How can Lely’s online and offline channels—across sales, support, and operations—be aligned to deliver a seamless, user-friendly experience?

To answer this, I conducted interviews with stakeholders and customers, and visited farms across the Netherlands for contextual inquiries. The insights were visualized in an Experience Map, highlighting pain points and defining the ideal customer experience, including the necessary services, interactions, and systems.

This map became a strategic tool, guiding Lely’s internal roadmap and helping the company prioritize improvements that truly enhance the customer journey.

If you’d like to explore the project in more detail, feel free to reach out!