Heineken Experience

Customer Journey Research and Design

The Heineken Experience welcomes over a million visitors each year, but they faced a key challenge: they lacked deep insights into their guests' experiences.

As part of my work with Heineken, I conducted several projects to bridge this gap. One of my most impactful contributions was the creation of a 6-meter-long customer journey map, synthesizing extensive field research and international user interviews. This journey map, displayed in the employee restaurant at the Heineken Experience, became a valuable tool for identifying pain points and enhancing the overall visitor experience.

Using insights from the customer journey workshop, the team co-created actionable solutions, including the development of an Amsterdam Local Tips app, designed to enrich the guest experience with curated recommendations.

Beyond the journey mapping project, I also conducted research on the Heineken Experience's Net Promoter Score (NPS), uncovering why visitors tend to leave extreme ratings (either 1 or 5 stars) and highlighting the need for deeper qualitative feedback to inform future improvements.