AJ Produkter is a leading Nordic supplier of workplace furniture, storage solutions, and interior equipment. With over 40 years of experience, the company serves businesses, schools, and public organizations across Europe. AJ Produkter is known for its wide product range, focus on customer service, and commitment to helping organizations create efficient, inspiring, and well-organized work environments.
AJ Produkter set out to build a strong data-driven culture but faced several obstacles. The company wanted to move away from gut-feeling decisions and instead embrace experimentation as a core working method. However, they lacked the necessary resources, processes, and clear goals to make this shift.
An investment in a new A/B testing tool highlighted the need for both process changes and new competencies. The organization realized that to stay ahead, they had to systematically test ideas, learn from results, and base decisions on data rather than assumptions. This required internal alignment, updated ways of working, and upskilling the team to interpret data and drive real improvements.
Our initial “digital maturity assessment” revealed that AJ Produkter’s ambitions were held back by unclear goals and KPIs. Decisions often relied on intuition, and although there was an openness to testing, it rarely translated into deeper analysis. Collaboration was hindered by dependence on a few “hero” individuals and past experiences that made cross-team cooperation challenging. The company also lacked dedicated CRO and data quality specialists.
Team KPIs were undefined, processes were outdated, and JIRA adoption was incomplete. Idea generation and documentation needed structure and clarity.
We partnered closely with AJ Produkter to accelerate their CRO maturity. A key success factor was involving C-level executives in workshops focused on business-critical metrics, ensuring alignment from the top down. Together, we established a clear CRO methodology and collaborated with teams to embed experimentation into daily work.
Open communication and stakeholder involvement helped foster a culture of learning and continuous improvement. By working side-by-side with AJ Produkter, we increased both the understanding and practical use of data across the organization.
Working together, we saw real progress in every area we focused on. AJ Produkter sharpened their attention on the business metrics that matter most, broke down silos for better teamwork across departments, and put a clear, structured CRO process in place. One big milestone was that they brought in their own in-house CRO Specialist, who now has a solid framework and tools to keep building on their data-driven journey.
What’s also inspiring is that we managed to achieve all this before their new A/B testing tool was even up and running. It really shows that when you have a clear strategy, a collaborative spirit, and a CRO mindset, you can make a big difference—no matter where you are with your technology.
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