Danske Bank's Preparation Tool
Simplifying a fragmented preparation process into a clear and human financial experience for thousands of Danske Bank customers
Delivering a unified customer experience that brought clarity to preparation and enabled customers to move through their financial decisions with confidence and ease.
Impact
Raised satisfaction from 6.2 to 8.6/10 through iterative testing and refinement. Reduced meeting time and back-and-forth by enabling customers to complete preparation before sessions.
Role
I led the UX structure and UI design end-to-end, defining the flow, interaction model, and final interface in close collaboration with product and engineering teams across delivery.
Team
Collaborated across two cross-functional squads with analysts, developers, and product owners to align requirements, validate solutions, and evolve the product through continuous iteration.
01 The Concept
Designing transparency and trust into financial meetings
The preparation experience at Danske Bank was fragmented, unpredictable, and difficult for both customers and advisors to navigate, creating uncertainty ahead of financial meetings. It needed more clarity, confidence, and shared understanding. Instead of treating customer input as a form to complete, we repositioned it as a guided journey that prepares both the customer and the advisor for a more meaningful conversation. This shift helped unify expectations, reduce uncertainty, and create a more human and collaborative process. The Preparation Tool is a responsive web experience, primarily used on mobile. This case study focuses on the mobile experience, where the core interaction and design complexity lives.
02 The Challenge
Unifying customer and advisor preparation
Advisors spent valuable time verifying data before every meeting, while customers struggled to understand what was required. The goal was to make the preparation process faster, easier, and more transparent, while ensuring full compliance with legal and security requirements. The product needed to connect two worlds: the advisor interface and the customer interface, allowing information to flow seamlessly between them. I was responsible for leading the design of the customer-facing side, ensuring simplicity, clarity, and a consistent experience across the entire system.
Shared Challenges
Fragmented preparation process. Meetings started without shared context. Prep was inconsistent across branches. Extra work created by avoidable back-and-forth.
Advisor Challenges
Time lost verifying basic details. No unified overview before meetings. Information scattered across channels. Hard to prepare efficiently and confidently.
Customer Challenges
Details spread across multiple documents. Unclear what to prepare and why. No clarity or visibility on preparation progress. Confusing steps that slow preparation.
03 The Process
Shaping the product through research and collaboration
I collaborated closely with advisors, business stakeholders, and developers to shape the experience around real customer needs. Using insights from interviews and behavioural tests, I mapped the end-to-end flow, defined decision logic, and structured the information architecture to reduce cognitive load. I translated these findings into modular components, clear interaction patterns, and a navigation model that adapts to different preparation paths. Throughout the process, I partnered with engineering to refine feasibility and ensure smooth implementation across devices and browsers.
Research & Discovery
I led continuous research to uncover where customers struggled and lost clarity. Interviews and prototype tests revealed behavioural patterns and moments of confusion. These insights guided clearer communication, stronger guidance, and focused improvements across the flow.
Journey Mapping & Scenario Alignment
I mapped how customers, the tool, and advisors moved through the journey to reveal gaps and points of confusion. This showed where information stalled and how scenarios shaped the flow. These insights helped streamline handovers and strengthen the experience.
Interaction Strategy & Decision Framework
I defined the decisions customers make, the information they need, and how the system should adapt as preparation progresses. Working with engineering surfaced real constraints early and ensured the logic matched actual behaviour, creating a clearer, more predictable experience.
Experience Design & Validation
I shaped the experience to feel clear, supportive, and easy to complete, reducing the cognitive load typically associated with financial preparation. Continuous validation helped shape a guided, predictable experience that increased customer and advisor confidence.
04 The Solution
Creating a calm, confident experience for customers
The Preparation Tool guides customers step by step through preparing for a financial meeting. It collects key information such as personal details, housing, expenses, savings, and documents, giving both customers and advisors a shared, structured overview before each session. The interface is structured around a clear overview, a visible progress bar, and modular sections that adapt to each user’s needs. Each part of the journey feels calm and predictable, with a design system that balances Danske Bank’s visual standards with a softer, more human tone through rounded corners, warm colors, and curated illustrations.
05 The Impact
Making a measurable difference
Within five months of launch, customer satisfaction increased from 6.2 to 8.6 out of 10. Advisors reported shorter, more focused meetings and highlighted the tool’s impact on both efficiency and preparation quality. The Preparation Tool was adopted as a standard part of advisors’ pre-meeting workflow, supporting thousands of advisor–customer interactions every week across Denmark.
Outcome and operational impact
Adoption
Supported thousands of customer meetings and became a core, essential part of the standard pre-meeting workflow.
Customer Satisfication
Customer satisfaction increased from 6.2 to 8.6 after launch, based on consistent in-app and post-launch survey feedback.
Advisor Efficiency
Advisors spent significantly less time collecting basic information before meetings, improving overall operational efficiency.
This work is based on my experience at Danske Bank. Project details have been generalized to respect confidentiality.
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