Customer Journey Mapping for B2B

Aligning global stakeholders and mapping customer journeys to kickstart a B2B e-commerce platform.

As the project was done at Henkel, some info are hidden. This case study reflects the process but not the content.

Color-coded website sitemap diagram with a featured image of a man in safety goggles testing a tube, and a mobile view of a website with the phrase "Knowledge is Power" and a red button labeled "Technological Discovery."

Role: Workshop facilitation & UX Design

Tools: Miro, Figma

Challenge

Henkel’s Adhesives Technology business needed to launch a new B2B e-commerce platform to improve digital engagement with its clients and partners. Business had gathered data, surveys, customer interviews and insights, but it lacked coherence, structure and priorities.

As a Facilitator I designed and ran a three-stage customer journey workshop series involving 45+ participants globally, synthesized the findings into a service blueprint, and later joined the project again as a UX Designer to ensure usability throughout the platform.

Approach

A 3-step workshop framework was conducted remotely via Miro.

  1. Discovery: Identified customer jobs and pain points using How-might-we questions.

  2. Co-Creation: Collaborative customer Journey Mapping with experts and stakeholders & consolidated the maps into a unified Service Blueprint with cross-department input.

  3. Execution: The Service Blueprint served as the roadmap for launch and execution. Joining the team as UX Designer to improve usability and conversion.

A detailed service blueprint with various color-coded sections, lines, and icons representing different processes and interactions in service documentation.

Solution

  • A Service Blueprint that conveyed roles, capabilities and tech requirements at a glance.

  • Clear & prioritized design opportunities through collaborative ideation and journey mapping.

  • Transition from strategy into product: UX contribution with clearer interfaces and improved flows.

Impact

  • Strategic alignment: stakeholders across departments committed to a shared product vision.

  • Decision acceleration: the Blueprint served as anchor for prioritization and scope, reducing iteration cycles.

  • Platform launch: one year later, the platform was launched grounded in the blueprint’s insights. Later my UX work helped create smooth user journey flows and improved conversion.

45+

Stakeholders

3

Customer Journey Maps

1

Service Blueprint as project roadmap

Reflection

When multiple teams have data and information, but lacked a shared framework, a Service Blueprint backed by co-creation workshops cuts through the complexity and transforms it into aligned actions. Clarity always rules over quantity of information.