Revolutionizing Financial Services Procurement
Role: Customer research, Insights Generation, Service Design, UX Design, Prototyping, Process optimisation, Scenario Building & Storytelling, Workshop facilitation, MVP definition
Danske Bank's financial platform for businesses and corporates—District—had crossed its initial launch phase and was entering scaling in 2018. To be successful, the platform needed to expand its offering and integrate with external partners, addressing a broader set of customer pain points and creating a differentiated value proposition: procurement of financial products on demand.
Simplifying a complex landscape of stakeholders and processes
Leading the project, I started by understanding the context for procuring financial products across our diverse customer base. Through stakeholder interviews and market analysis, I mapped the current customer journey as well as the stakeholders and dependencies. We quickly identified the diversity of available products and the complexity the industry imposed on customers, who had adapted with various processes and policies.
After understanding the market and business landscape, I designed and conducted customer interviews to understand their needs and pain points, generating comprehensive insights and opportunity spaces for service design. The research identified 2 different personas in the company that go through the procurement journey - employee and administrator with very concrete and very diverse needs that we needed to address with similar priority.
With concrete challenges to address, I designed the future customer journey and service blueprint, engaging stakeholders in ideation and co-creation sessions. The service blueprint allowed me to create a visual narrative with story-boarding different scenarios that outlined necessary capabilities and customer interaction touch points for clear communication to technology and business teams.
Insight: The purchase decision is driven by relevance and familiarity
”Understanding how a product will save time and make the work easier is key when making a decision.”
George
”Customizing a solution to fit the business need is key to do your job. It also has to be easy and smooth
.”
Juha
30%
reduction in resources
2
Months for MVP launch
2
external partners in 1st quarter
Designing an intuitive digital interface and experience flow.
As soon as the future journey was designed it was the driver of the experience vision for the digital interface. We were moving iteratively which influenced all our major decisions, with the question of what can we build now that delivers the core value (purchasing a service) in order to learn the most critical part (do customer engage with a self-service purchase flow), and the MVP version. The service had multiple digital flows - from user adding services already in the company’s contract, requesting new services out of contract, administrators tracking and managing orders from employees and more. I designed the digital interfaces bringing the self-service journey for the customer and administrator to life, following a less is more approach based on the different use cases and user profiles - to simplify and remove as much friction while staying compliant.
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