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A Bank For Millennials

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.

Danske Bank Case

 Mapping The Journey

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.