B2B Journey Mapping - Digital Transformation in B2B Businesses

This workshop will help you to unpack your business from the eyes of customers to design your digital transformation by understanding how your customers make their decisions, identifying opportunities to differentiate from your competitors across touchpoints (digital, physical and people touchpoints) and leveraging digital technologies to be customer centric and to create more efficient services.

Date: 28 July 2022, Thursday

Time: 2pm to 5pm

Location: IMDA PIXEL Seminar Room (Level 2), 10 Central Exchange Green, Singapore 138649

Seat are limited. 



Presenting Partner: Ideactio

Ideactio is a Singapore based Service Design and Innovation consultancy. Driven by deep user research, it has helped Singapore SMEs, startups and the public sector in strategic & transformational projects. It applies principles of user centered design and strategic foresight to make organization digital ready.

Event Schedule

  • 02:00 pm - 05:00 pm
    B2B Journey Mapping - Digital Transformation in B2B Businesses

    2.00 - 2.10pm: Warm up

    2.10 - 2.25pm: Activity 01 - How customer centric is our business today & Discussion 

    2.25 - 2.40pm: Input/Talk - What are B2B customer journeys & Introduction of CJM Framework Tools

    2.40 - 3.10pm: Activity 02 - apply CJM framework to your business context

    3.10 - 3.25pm: Break

    3.25 - 3.45pm: Case Study Sharing - B2B company transformation (Singapore SME case study)

    3.45 - 4.00pm: Input/Talk - Why Customer Journeys 

    4.00 - 4.30pm: Activity 03 - Reflection 

    4.30 - 4.50pm: Sharing and Discussion  

    4.50 - 5.00pm: Resolution and Commitment - next steps and action


Celine Oomen

Sr. Service Designer, Ideactio

Celine has more than 10 years of professional experience working as a User Experience Consultant in the fields of Communication Design, Service Design and Branding. 

With experience working across many diverse cultures and regions, Celine worked as a consultant at creative agencies in Europe, Shanghai and Singapore and worked in-house at corporations like Philips and Hilti.

She has worked on projects in a range of industries, from high technology companies to healthcare, from fashion to food and beverage, from consumer goods to real estate. Celine is passionate about design that derives from user insights and the contribution design can make to the well-being of people.

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Reima Rönnholm

Sr Service Designer, Ideactio

Reima has around 20 years of experience in helping organisations to change, implement new service models and ways of working, and to become more human-centric in whatever they do. He has strong hands-on background from design and research with wide experience in training and coaching. 

Reima is one of the Nordic pioneers in service design and design thinking. In 2008, he was one of the founders of the first service design agencies in Finland. Later, his career with human-centric design and innovation has taken him to work in four different continents – from Finnish libraries and Turkish technology companies to Ugandan hospitals and Singaporean restaurants. 

He has worked with various public and private organizations as a lead designer, being responsible for big development projects all the way from gathering the first user insight to implementing new service models into daily routines of organisations. 


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Nav Qirti

Principal & Sr. Service Designer, Ideactio

Nav is a firm believer in the power of empathy, and this guides him to take the client’s needs as a starting point in any engagement. This creates long-lasting and effective relationships to help navigate growth and innovation together.

He is the founder and principal of Ideactio. He has extensive experience working with Govt sector as well as clients from a diverse range of industries including manufacturing, retail, food, travel, and social sectors.

He also has led successful execution of transformation projects for clients like Singapore Police Force (SPF), Home Team Science and Technology Division (HTX), National Environment Agency (NEA), National Parks Board (NParks), Singapore Tourism Board (STB), Accounting and Regulatory Authority of Singapore (ACRA), TATA Group (multiple companies), DBS Bank, Benjamin Barker, Scanteak, Coopervision, Meyer, PropertyGuru and many more.

He brings together principles of service design and strategic foresight to help people and organizations innovate and transform.


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