Aligning a Nordic travel consortium around a shared B2B ecosystem
Validated proof-of-concept and cross-country buy-in
The challenge
A consortium of Nordic tourism organisations wanted to stand up a regional B2B platform — an ecosystem play that only worked if multiple country bodies actually moved together. The hard part wasn't the software. It was synthesising diverse stakeholder visions, expectations, and requirements into a single direction concrete enough to validate with future users, and compelling enough to earn buy-in across the region.
Our approach
We led product development in the early stage of the initiative, working from the demand side outward. That meant comprehensive research into Nordic travel and tourism, structured work to align the mindsets and visions of the country stakeholders, and patient synthesis of where their aspirations overlapped and where they diverged. From there we shaped an initial direction and tested prototypes with the platform's future users. Along the way, we helped bring a world-class design partner into the project to build out, user-test, and deliver the proof-of-concept — with behavior design interventions woven in to personalise content consumption and create early user investment in seeding the core of the product.
The result
The work produced a validated proof-of-concept in the form of an interactive prototype, grounded in real user feedback and shaped by the consortium's own organisations. It gave the partners initial alignment on a shared vision and a concrete direction to take the initiative forward — and, importantly, deepened all-round stakeholder ownership of that direction. The momentum belonged to the consortium; we were glad to have helped enable the conditions for it.
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