Njord is a luxury interior design company looking to establish its own 2nd-hand online store. For this, the task was to map customer touchpoints for competing service models: C2C and B2C. For this, I used fictitious scenarios and customer journey mapping to analyze the differences between these service models. In this case, Njord is most concerned with building trust and novel ways of doing that.
This service design case is appropriated from my pre-assignment for a job application.

Njord is known for its minimalistic, high-quality, and timeless interior design. Photography by Jason Wang.

Consumer–to–Consumer model: a seller is looking to sell a product.
Natalia is a key account manager in a Swedish tech start-up. She enjoys second-hand shopping and is looking for a trusted web store to sell a vase collection, previously purchased from Njord.
Natalia's expectations:
1. Positive experience
2. Trustworthy and secure payment methods
3. Intuitive web design
Consumer–to–Consumer model: a buyer is looking to sell a product.
Mimi is a game designer in a Finnish game company. She is looking for second-hand items to furnish her new apartment. Mimi is new to Njord’s products.
Mimi's expectations:
1. Good quality products, despite being second-hand.
2. Effortless purchase process.
In the C2C model, Njord provides the platform for sellers and buyers to meet. Most likely outsourced, or sellers and buyers can use 3rd party methods like MobilePay, and Paypal. In this case, there’s no need for logistics/logistical services, unless Njord wants to provide carrier/shipping services and a warehouse (as a luxury brand would maximize the user experience). Njord owns the platform and is responsible for the design and software itself. In the C2C model, there would be no need for inventory handling or return policies.
Business–to–Consumer model: Njord owns the product.
Njord buys its used products from consumers. Njord also sells the products back to consumers.
1. Effortless inventory handling
2. Preventing theft and fraud
3. Easy to return products
Business–to–Consumer model: a consumer is looking to buy from Njord.
Anna is an IT consultant in an international consulting company. Anna appreciates great quality, everyday luxury, and quick delivery. She is a loyal Njord customer.
Anna's expectations:
1. Authentic Njord products
2. Beautiful, intuitive web design
3. Fast processing and shipping
In the B2C model, the following touchpoints are outsourced: payment, and carrier services. Njord could own its warehouse and be responsible for logistics. In this case, XYZ would be responsible for inventory handling and returns, and authentication of products and sellers. International commerce seems more manageable for a B2C business model. This requires rules and regulations for international shipping, and a transparent and feasible return policy.

Njord is looking to establish a bespoke online store for its used 2nd interior design products. Photography by Charles Deluvio.

I started by creating customer profiles for two business model types. In total, there are four perspectives to look at. This way, I managed to establish a more holistic view of the problem.

Consumer-to-consumer model
Seller’s perspective
Buyer’s perspective

Business-to-consumer model
Company perspective
Buyer’s perspective

As mentioned, people at Njord were concerned about trust-building. Here are some ideas on how to achieve that:
1. Trust-building requires consistency and long-term thinking. Trust is earned.
2. Cooperate with trusted partners.
3. Lean on transparency: share company values openly, disclose the origins of products, tell the story of the company, etc. on the website.
4. Rely on content creation (eg. a blog post where common fraud techniques are discussed).
5. Build a reliable web store with an intuitive, responsive interface.
6. Pay attention to detail when it comes to copywriting: avoid grammar mistakes, and use good quality photos.
7. Aim for clear communication with buyers and other stakeholders (for example, informing them if there are issues with the supply chain).
8. Establish an authentication process for sellers and products.
9. Utilize approved purchasing methods, like PayPal, and Klarna.

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