Redefining the developer experience in finance
Role: Customer research, Insights Generation, Experience Strategy, Service Design, Service Blueprint, Customer journey, UX Design, Workshop Facilitation, Storytelling, Stakeholder Management
With Open API and PSD2 regulations launching in 2020, banks needed to create tools for external developers to utilize their services. This represented a major shift that, despite well-known deadlines, saw early adopters and laggards in the market.
The opportunity: This new landscape required designing a totally new service and experience: the Developer Experience. Danske Bank had completed its transformation into tribes and was ready for the challenge. Within the Human Centered Design Chapter in the Platforms Tribe, I led the vision and design of the Danske Bank Developer Experience.
Unifying an otherwise fragmented experience inspired by modern development suites
From the beginning, I approached this as an opportunity to create an experience that both internal and external developers could share—a chance to transform development within the bank with a customer mindset and resource maximization.
I started by mapping the current experience, focusing on internal teams to understand existing capabilities and identify pain points. Working closely with developers revealed that the service needed to deliver multiple types of products across systems, touchpoints, and channels to accommodate both regulations and customer outcomes.
Simple flows for complex development concepts
The requirements and JTBD presented complex concepts that need to be translated to intuitive user flows while delivering the necessary functionality. By designing and leading workshops with developers, where we analysed and broke the concepts down, we simplified the requirements without compromising on the outcomes. This allowed the development of streamlined and intuitive flows for features like Application creation, Managing Application visibility (feature toggling), Administration of Applications and more, with the use of the existing design system. At the same time the complex functionality led to the creation of new components and interaction patterns amplifying further the design system.
1
Development Suite
5
Products
1
Unified experience
A strong story to onboard developers and engage stakeholders
Drawing inspiration from analogous industries and solutions, we created the service as an ecosystem of five products spanning from backend products to digital touchpoints with a holistic and consistent experience.
To secure investment in the vision, I created a narrative that tied everything together and used consumer-facing tactics to engage stakeholders and onboard the developer community. The comprehensive developer experience strategy was approved and became the foundation for the bank's external developer ecosystem.
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