VITA future-state customer journey
This project aimed to map out and define the future-state customer journey of NOKA products following VITA’s acquisition of the company. VITA, Norway's largest beauty and wellness chain, with 117 stores nationwide and an established online presence through vita.no, acquired NOKA in 2021.
NOKA was known for delivering specialized food ingredients, and after the acquisition, VITA sought a clear vision for how these products could be integrated into their existing portfolio.
Client: VITA
Timeline:
December 2021 - February 2022
Understanding the current situation
In order to develop a future-state customer journey for NOKA products under the VITA brand, it was essential to first map out the current situation. I began by analyzing how VITA currently distributes and sells its products across different channels, catering to a variety of customer types.
This involved understanding both their in-store and online sales strategies, as well as how they manage customer interactions across these touchpoints. By looking at the existing model, we were able to identify key areas where NOKA products could fit into their sales and distribution networks.
Women between 45-60
Gathering insights through interviews, Workshops ...
We organized workshops with key stakeholders within VITA to explore the broader distribution strategies. These workshops provided valuable insights into how VITA currently manages its supply chain, sales channels, and customer interactions.
By engaging directly with stakeholders, we were able to piece together a more comprehensive view of the business model, customer needs, and opportunities for introducing NOKA products through both traditional and new avenues, such as a subscription-based model.
I don't want to oblige myself to that. that is why I never used subscription service
A Customer
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Background
The company wanted to understand how NOKA products could be added to their physical stores and online channels, ensuring a seamless fit within their brand identity. Our task was to provide a roadmap for this integration, focusing on how VITA could effectively market and sell NOKA products to their existing customer base, while also potentially attracting new customers through this expanded offering.
VITA wanted us to analyze their channels and provide insights on how to market and sell these newly acquired products effectively.
The VITA Focus area
VITA expressed interest in exploring a subscription-based model for NOKA products. This was a new avenue for them, so I assessed the viability of such a model by mapping out examples of other successful subscription-based offerings in the market.
The goal was to provide a clear picture of how NOKA products could be integrated into this potential new business model while ensuring it aligned with VITA's overall brand and customer experience. This comprehensive analysis of the current state allowed us to create informed recommendations for the future integration of NOKA products into VITA’s channels.
Interview with users
We held around 10 interviews with users from different regions across Norway, representing various age groups and demographics. This allowed us to gather diverse perspectives on their purchasing behaviors, preferences, and potential interest in NOKA products.
These interviews were crucial in helping us understand how customers might respond to the new offerings and the types of experiences they expected from the brand.
Health is a big aspect of it. my stomach is quite sensitive and I have I allergic to many things. Noka products fit me very well
A Customer
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Mapping out the future state
Based on the insights we got through the process and the client's desire and focus for VITA business in the near future, we mapped out the future-state user journey focusing on adding NOKA products to the VITA market. ​
