Client
ICA Sweden
Year
ICA Sweden, one of the country’s largest retailers, wanted to enhance and innovate its customer support experience. When I joined the project, ICA already had a comprehensive CX offering across multiple channels—including a mix of 10 internal and external digital assistants and chatbots.
My role focussed on improving the effectiveness of these digital assistants while identifying new use cases and opportunities to scale them across ICA’s web and app platforms.
This work involved a mix of strategy, research, and design:
Leading workshops to align stakeholders and uncover business needs
Conducting user research and testing to identify pain points and new opportunities
Enhancing chatbot UI for scalability, ensuring consistency with ICA’s brand
Developing a comprehensive design system to standardise features and interactions
By refining existing chatbots and expanding their capabilities, we helped ICA create a more seamless and efficient digital support experience for its customers.
ICA Sweden
Retail
Digital Innovation
CX Design
UX / UI Design
Content
Example of Delivery
One key initiative was the development of a digital assistant for ICA Banken, designed to support customers with everyday financial management. The assistant helped users with loans, savings, and insurance while providing 24/7 guidance on financial questions.
Beyond answering queries, it offered proactive insights, giving users a clearer overview of their finances—helping them track spending, understand cash flow, and make informed decisions. By integrating seamlessly into ICA Banken’s digital ecosystem, it enhanced customer support while empowering users to manage their money with confidence.
More content to be added soon.
