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NAL Asunnot: Strategy renewal, resident understanding and journey


NAL Asunnot needed to update its strategy and wanted to assure there would also be a clear way forward after the work. What they wished to build was purpose and values, strategic choices and action plan that would resonate with and motivate their engaged personnel. They further wished to create a development portfolio for implementing the strategy. For this, they needed a better understanding of the lives of their customers, ie the residents of the houses they provide for young adults. 


The strategy was built together with the company's personnel in co-creation workshops. Each workshop addressed one of the topics: purpose & values, strategic choices, and actions. A steering group assembled from the company's board adjourned after each workshop to discuss the co-created output. They made the final choices of focus areas, and wording, and agreed on the details of the strategy.

We continued the work with extensive qualitative resident research to make sense of resident needs. The research methods included journaling and interviews. The research gave us an understanding of the residents' different support and service needs. We used this insight to build needs-based categories for resident service creation, to assure services would be built to address as large a proportion of the residents as possible. 


The purpose of NAL Asunto is that every young person has a HOME from which to build a good life. This purpose is paired with a measurable goal and strategic choices on how NAL Asunnot plans to reach the goal.  We then created a  portfolio of development actions to reach the goals. 

After the strategy, we continued our collaboration to define what does "A HOME, from which to build a good life" means to young people in different situations, and what role NAL Asunnot can play in this.

Based on an extensive resident research, we built needs-based segmentation for service creation. Also, a resident journey was created to help see where different services and support might be needed in a young person's customer journey with NAL Asunnot. This will help NAL Asunnot build services to improve the experience of their residents. 

One of my most beautiful working days was last week, when I presented our new strategy to the NAL Asunnot board for their approval. I am really happy and satisfied with the result we achieved together with my team, the board, and Un/known. It is great to continue developing the company. Together - responsibly - caring.

Samuli Killström, CEO, NAL Asunnot

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