Svanholm
Reducing friction between first interest and sales conversation.
Sales messaging
Customer journey
Context
Svanholm is a Swedish hardware startup developing AI-powered safety vests for workers in high-risk environments. The product combined fall detection, emergency alerts, and visibility directly into certified workwear.
The technology was strong, but the story around it was too broad and feature-heavy. The main issue was that prospects had to work too hard to understand:
The technology was strong, but the story around it was too broad and feature-heavy. The main issue was that prospects had to work too hard to understand:
- Who the product is really for
- What urgent problem it solves
- Why existing safety solutions are not enough
- Why integrated smart workwear is a better approach
What I reviewed
- Target segments and buyer assumptions
- Existing positioning and website messaging
- Main use cases and buying triggers
- Sales calls / demos
- Website heat-maps (MS Clarity)
Most noticeable issues and improvements
1. Too many possible target segments
Swanholm could technically be relevant to several high-risk industries, but the broad audience made the message less sharp.
What I worked on:
I helped narrow the initial market focus to two priority segments: port operators and road construction companies.
This made the product easier to position around specific work environments, risks, and buying situations.
This made the product easier to position around specific work environments, risks, and buying situations.
2. The product story started with technology, not urgency
The messaging leaned heavily on AI-powered fall detection and smart safety features. These were important, but they did not immediately explain why the buyer should care now.
What I worked on:
I reframed the core message around delayed emergency response in high-risk, low-visibility environments — a more concrete operational and safety problem.
This gave the product a clearer buying trigger.
This gave the product a clearer buying trigger.
Result:
We tested the new messaging angle in an A/B experiment on the website and saw a 6% increase in demo call conversion rate.
The sales team also reported that prospects came into conversations with a clearer understanding of the product
The sales team also reported that prospects came into conversations with a clearer understanding of the product
3. The product was compared to the wrong alternatives
At first glance, Svanholm could look like another fall-detection device or emergency alert tool. But the real difference was that safety technology was built directly into certified workwear.
What I worked on:
I clarified the competitive alternatives: manual emergency buttons, standalone fall-detection devices, increased supervision, and fragmented safety equipment.
This helped position Swanholm as a more integrated and reliable alternative for teams where fast response matters.
This helped position Swanholm as a more integrated and reliable alternative for teams where fast response matters.
The outcome
Svanholm moved from a broad, feature-led product story to a clearer sales narrative built around a specific buyer, use case, and safety problem.
The final direction made it easier to explain:
The final direction made it easier to explain:
- Who the product is for
- Why current safety processes are not enough
- How Svanholm differs from generic safety devices
The result was a stronger foundation for website messaging, pitch materials, and sales conversations.
More Cases
Every project starts with a story. I turn those stories into digital experiences that feel effortless and expressive.