Husqvarna
Premium support
As a part of the overall digital journey and new web presence for Husqvarna the brief was to improve Husqvarnas online support and help center creating a premium support experience.
Main goals
→ Create a well-integrated support experience to fulfill Husqvarna needs to be able to deliver on the promises Husqvarna sell to their customers.
→ Glue together today's fragmented user experience by taking a holistic view of key journeys to be able to define a premium online support experience.
Client
Husqvarna Forest and Garden
Project type
Service design, UX Design, Digital design
My role
Lead designer, UX Director
Main activities
Discovery insights, Define a solution, Design prototype, Validate concept, Deliver findings and design concept
Deliverables
Checkpoints for every phase. Insights presentations decks, goals and needs, user journeys, content needs, concept prototypes, final design deliveries.
↗️
Drive organic traffic
Increase search engine
traffic by 15% for after market
↘️
Decrease calls
Decrease calls to customer support by 20%
🏆
One touch-point
Streamline operation models to digital touch-points
★
Enrich content
Content to help customers solve their problems
The challenge
Husqvarna's support experience was fragmented across multiple touchpoints, creating confusion and frustration for customers trying to get help with their products. The customer support team was overwhelmed with questions that could have been answered through better online resources.
We needed to take a holistic view of support's key journeys to define what a premium online support experience should look like - one that would reduce support calls while improving customer satisfaction throughout the entire ownership journey.
Project plan
With a balanced and structured process grounded in agility and being able moving forward rapidly. The project wanted to be insights driven but still utilising a core design process to drive both project as well as initiatives in a predictable way.
Research approach
We conducted comprehensive research involving multiple stakeholder groups to understand the full support ecosystem. This included in-depth interviews with customers, customer support agents, and internal stakeholders, combined with competitive benchmarking and analytics analysis.
The research revealed critical insights about customer behavior, pain points, and expectations that would shape our premium support strategy.
Key insights
Customer behavior
→ Customers are primarily mobile-first, with over 50% accessing support on their phones while out in the garden. They turn to Google and YouTube first, looking for quick answers and self-service options rather than contacting support directly.
→ The most visited support section was manuals downloads, and customers frequently searched for model-specific information and troubleshooting guides.
Support agent challenges
→ The customer support team was handling many questions that should have been answerable through the website.
→ Common topics included deliveries, product specs, troubleshooting, spare parts, and product registration - all areas where better online content could reduce support load.
Competitive landscape
→ Benchmarking 9 competitor sites revealed that online support had significantly improved over the past 5-7 years. Most brands now offered dedicated support hubs with search-driven approaches, product registration, FAQs, and integrated customer service channels.
Main discovery insights presentation
Each insights work was presented seperatly but also as an overall summary
for high level stakeholders to get up to date on the main findings
Defining a premium support
"
Through our research, we defined what premium support means for Husqvarna customers. It's not just about having answers available, it's about delivering the right answer fast, in the channel customers prefer, with proactive guidance that anticipates their needs. Premium support offers unified experiences across all touchpoints, helps customers throughout full product ownership, provides necessary tools and parts, and never leaves customers with unsolved problems.
"
Strategic recommendations
Content strategy
→ Develop comprehensive guiding content including step-by-step guides, instructive videos, FAQs, and basic animations. Focus on the most common search queries around repair, maintenance, and troubleshooting to capture organic traffic.
Product identification
→ Create tools to help customers identify their product models and the specific problems they're experiencing, since many customers don't know their exact model when seeking support.
Self-service enablement
→ Empower customers to solve problems themselves with clear guidance, spare parts purchasing integration, and confidence-building support content that makes them feel capable of handling repairs.
The impact
This discovery phase laid the foundation for Husqvarna's premium support transformation. The insights gathered helped the organization understand that investing in proactive online support would not only reduce unnecessary support calls and save money, but also drive after-sales revenue through better parts and accessories integration.
The research provided clear direction for prioritizing key user journeys and building support features that would deliver measurable value to both customers and the business.
Key discovery learnings
This project demonstrated the critical importance of understanding the full support ecosystem - not just customer needs, but also the challenges faced by support agents and the organizational dynamics affecting service delivery.
The most valuable insights often come from connecting multiple data sources: customer interviews, analytics data, competitive research, and internal stakeholder perspectives. Together, they paint a complete picture that drives better strategic decisions.
Define & Design
Making it visual
We continued the project by moving on from discovery in to the define and design phase with a clear problem definition. In this phase we evolved and explored different solutions as well as design into the final solution.
