Driven by fundamental changes in the media and communication industry, millennials have a different set of expectations from services compared to their previous generations. Mobile-first, individually tailored, and freemium are some of the important trends. Tasked by Danske Bank to shape the future banking experience, we gathered a cross-functional team of highly engaged employees, anthropologists, and corporate entrepreneurs to design a world-class banking experience for the young generation to come.
In close collaboration with Danske Bank’s own team, we went out understand the needs and desires of the “always-connected” millennials. We concluded that their expectations from a bank on many levels are fundamentally different from previous generations.
Through insights from observations and interviews, we began to map the future desired end-to-end journey, focusing on existing customer pains.
By exploring the customer journey, we identified multiple innovative opportunities to improve the experience and solve key pains – for the banks and for the consumers.
To test potential and market-fit, we conceptualized and a selection of prioritized ideas in time-boxed sprints with immediate feedback from millennials. Through these iterations, we learned which value-propositions spoke to the heart of the Danske Bank’s future customers.