Sprint scenario

B2B manufacturers are investing across digital platforms, services and customer touchpoints, while customers increasingly expect greater simplicity, relevance and continuity.

Yet fragmented initiatives and internal structures can quickly turn that ambition into friction across the customer experience. This, when nearly 70% of B2B-prospects prefer a rep-free buyer experience.

As Pixie enters her next planning cycle, several digital opportunities are competing for investment — but there is no shared view of where to focus first. Before priorities and budgets are set, she needs to make the strongest opportunities tangible and build a clearer case for where digital and UX can add more customer and business value.

Meet Pixie

Pixie is one of the fictional archetypes in the AI Business Council, representing a Head of Digital at a Nordic B2B manufacturer. Her challenge provides the starting point for this AIBC Lab sprint.

The challenge

Where should we focus our next digital investments — and what could the future customer experience look like?

Identify customer friction

Starting with Pixie's Nordic B2B perspective, we use AI to broaden the view across customer needs, buying behavior, market dynamics and emerging opportunities.

We start outside-in. Customer journeys, touchpoints, needs and friction are combined with commercial priorities, capabilities and digital maturity.

The Value Proposition Canvas helps distinguish features customers could use from outcomes they actually value.

Synchronize insights

Customer journeys · Jobs · Pains · Gains · Touchpoints · Business priorities · Digital maturity

Simulate & stress-test

Future experiences · Customer behavior · Digital services · Commercial value · Operational feasibility · Technology

Test future experiences

Instead of redesigning the current state, we create alternative futures: intelligent self-service, a personalized customer journey and new digital services around physical products.

These futures are simulated through customer perspectives. DISC can help challenge assumptions around information, change, risk, decision-making and digital self-service. Commercial, operational and technology realities are tested alongside customer desirability.

Shape the experience

The most promising direction becomes a future experience concept and prioritized roadmap.

The aim is not a transformation wishlist, but a focused view of where digital can create the greatest customer and business value and what should happen next.

Decide & activate

Future experience · Priority opportunities · Roadmap · Implementation priorities

Potential sprint outcome

A focused future digital experience, including a tangible experience concept, prioritized opportunities, a digital and UX roadmap and clear implementation priorities.

More sprint challenges