Customer Value Canvas: Klarna ‘Smoooth’ Operator

A strategy needs to drive action through meaningful Customer Value Propositions. That’s why we work with our Customer Value Proposition Canvas as a navigation system for bringing strategy to life.


We’ve created the Customer Value Series to analyze and share how leading companies act on their Customer Value Propositions through their core products, added value services, the customer journey and communication. 

This issue highlights KLARNA. We hope you enjoy this deck and are able to be inspired by it in your innovation process.

In this report, we will:

  1. Look into Buy Now Pay Later (BNPL) as a growing offering  from the financial services sector
  1. Do a deep dive into KLARNA and how they are stretching their Customer Value Proposition to their;  core business, added value services, communication and customer experience
  1. Extract a few key learnings that could be used for any business, whether financial services in nature or any business in general.

“Klarna’s innovative products that suit the way consumers shop, pay and bank today, drive huge benefits for consumers and retailers.

This is why Klarna’s growth has consistently outpaced both global and US e-commerce for the last three years as we continue to connect consumers and retailers in new ways to elevate the shopping experience.”

Sebastian Siemiatkowski

CEO and Co-founder of Klarna

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About Frontira

Frontira is a Strategic Design firm that supports clients with smart thinking and doing. We define, build and scales digital businesses that create new growth for some of the leading companies in the world. We believe in using design principles and practices to guide strategy development and implementation toward innovative outcomes that benefit people and organizations alike.

Our teams are serving clients globally with a focus on financial services, telecommunication, pharma, and retail. Frontira is operating studios in Berlin, Budapest, Salzburg and works with an international expert network.

The New Normal.

The COVID-19 outbreak is a new global reality that arrived fast and unexpectly, resulting in the birth of completely unfamiliar business context. With the beginning of the new calendar and fiscal years, businesses have seen their plans for 2020 become obsolete over the course of a few weeks. Undoubtedly as part of immediate crisis management, business leaders are coping with today but also revising plans, projections and priorities for what many are calling the ‘New Normal’.