Norsk Kennel klub -New service journey
This project explored how Norsk Kennel Klub (NKK) could improve its service journeys to better support both new and existing users — ultimately helping NKK grow its membership and better serve dog owners and dogs across Norway.
NKK works to protect the rights and wellbeing of dog owners, dogs, clubs, and associations under one national organization. Our focus was to reduce complexity and make their services easier to understand, navigate, and use.
Project by: Åshild Stav, Øystein Hagen, Jacob Pettersen
Project length: 6 months
Agency: Æra Strategic Innovation Client: Norsk Kennel Klub
When: 2025
Interviews
We conducted interviews with a wide range of users: everyday dog owners, experienced dog owners, dog clubs, and smaller associations.
The goal was to understand what worked well, what didn’t, and where users saw the greatest need for improvement in NKK’s services.
Workshops
We ran several workshops with a core team from Norsk Kennel Klub, presenting sketches of improved touchpoints across the user journey.
The concepts were grounded in user interviews with everyday dog owners, more experienced dog owners, dog clubs, and smaller associations — all key user groups of NKK’s services.
During the workshops, the NKK team helped prioritize needs and gave direct input on how the concepts could be refined and improved.
Iterations in Figma
Based on multiple user interviews, we gathered insights and structured them in Miro. From these insights, we quickly visualized ideas and concepts in Figma.
These sketches were used in workshops to evaluate which concepts should be developed further and to clearly demonstrate how changes to the NKK website could improve user journeys across NKK’s services.
New User journeys
The image shows an example of one of the simplified, improved user journeys — in this case for active dog owners.
We developed four core user journeys, highlighting key interaction points, pain points, and opportunities for improvement. These were visualized through clear journey maps and supported with concrete suggestions for how each step could be improved.
Things we learned
Working closely with an experienced service designer was a key learning for me. Åshild was the project lead and demonstrated how to structure and lead a large-scale service and UX project with a complex organization.
We gained deep insight into the complexity of the Norwegian dog ecosystem and the wide range of services NKK manages daily. Understanding this complexity helped us identify where design could simplify experiences and better support NKK, dog owners, and dogs in the future.