How to succeed in practice with customer driven development

1. Background material
How to succeed with customer driven
development

2. Main hypothesis
Family units have a greater need for predictability, stability and overview of
their economy than other customers
We believe that
This is an opportunity for SpareBank 1
Greater experience of overview creates an inclination tor the customer to
increase their product range

3. Insight
Interaction design
Visual communication
Development
Testing
User experience (UX)
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4. What is a good product?
• Addresses a customer need
• Good business
• Feasible
In order to make good products, you need great teams that
understand all of these dimensions.

5. The team
Product
owner
Development,
test, UX
• Prioritizes challenges / opportunities (not measures)
• Has good domain knowledge and can make quick decisions
• Has close contact with the team, but does not micro
manage
• Sets the course / has the overview
• Holds a lot of responsibility and trust
• Explores multiple solutions to problems
• Works together over time – building trust, learning
together, gaining sound domain knowledge
• Works with development and management
simultaneously – as a team
Project leader
• Budget and reporting responsibility
• Resource management (together with team leader)
• Ensures communication and dependencies across the
team
• Responsible for supplier contracts

6. 30
Customers use the mobile banking app every day

7. The new mobile banking app overview

8. Customer feedback

9. It’s nice, but my
girlfriend is much
nicer
Totally useless system. Leave things as
they have been!!!!!!!!!!!!!!!!!!!!! Fire
your IT guy and tell him not to mess
with the digital bank
ENOUGH with all the
changes! Regards, us
over 70 YEARS OLD.
I think you need a
new app guy 😂
Why do you make these big changes so
that I have to waste my valuable life
trying to figure out how to use
something I have to use, not something
I use because it’s fun?
The whole page was
better before. This is
useless. Hope it
didn’t cost you
anything.

10. Great overview
I love the facelift! At the same
time, you have kept the
systematic presentation that i
find very organized.
Ble litt stresset til å
begynne med, men
med litt tilvenning så
liker jeg siden bedre
og bedre:)
This is really good
and
straightforwardly!
Perfect
I am really happy with the Sparebank1 app and other
digital solutions. I am also a customer at DNB – and they
are really far behind you in this area. I am so glad that I
can do pretty much anything I need to do with my bank
in this app.

11. Thumbs up / down
Thumbs up / down over time
Number of thumbs
Percentage thumbs up day by day

12. Use feedback to prioritize

13. Data analysis and a/b-testing
13

14. Eliminated «noise» and the need to staff up in customer
support
Bugs/ errors quickly resolved
Prioritizing based on customer insight
Business competence in the teams
Ensures relevant content in FAQs for the banks during
deployment
Customer feedback
directly to the team

15. Preliminary results
• Sales
‒ Create account: from 1264 average per week to 2200 + 74 %
‒ New fund trade customers: from 163 to 400 + 145 %
‒ Car loan applications: from 92 to 240 + 160 %
‒ Unsecured loan applications: from 170 to 460 + 170 %
‒ Mortgage sales: from 1500 to 2000 + 33%
15

16. Top rated mobile banking application in
AppStore
Nordea 4.5, SB vest 4.4, sbanken 2.9, Vipps 2.9, DNB 2.0
74 000 ratings
4,6 out of 5 stars