Customer input as a part of your DNA

Customer input as a part of your DNA

MobileLife = The innovation hub of Danske bank

June = Investment product that started with the problem that “normal” people don’t invest enough, they just put their money on a savings account. So we went out and talked to users about why they save money - and how - in order to understand what they need instead of trying to make an existing product sexier.

Owner = A service for house owners in Denmark. It attracts users by presenting the value of their house, as well as telling them when and how they should remortgage (which is a complex process in Denmark). In turn, the bank gets the remortgage fee - and if enough users end up using the service, it could be automated.

Christian Falck = Agile coach, Chapter lead, Corporate entrepreneur

Read more:

Lean startup = http://theleanstartup.com/

Lean UX = http://www.jeffgothelf.com/lean-ux-book/

Pretotyping = https://www.pree.to/


The lean startup


A/B testing

Two pizza team

False positives

Lean UX

Fake door

Eliminate uncertainty

Sunk cost

Eric Ries

Innovation accounting



One night stand


Google design sprint






Mechanical turk


Build - measure - learn

Market validation

A/B testing = Some users will be exposed to version A, and some to version B to identify the preferred version.

Build - measure - learn = Turn ideas into products, measure how customers respond, and then learn whether to pivot or persevere.

Eliminate uncertainty = Uncertainty is highest in the start: do (cheap and) fast experiments on the riskiest assumptions.

Eric Ries = Author of the book The lean startup

Fake door = A service that doesn’t exist (yet) but is presented in order to see if there is an interest for it

False positives = Until you present your idea for potential customers, you don’t know if it’s going to fly

Google design sprint = A way to answer critical business goals by using rapid prototyping in a week (https://designsprintkit.withgoogle.com/)

ILI = Initial Level of Interest = People invited to try innovation -> People who actually try it

Impersonator = A new design on an existing product (pretend to own / re-label). Could also be a teaser / trailer.

Innovation accounting = How to measure progress, how to set up milestones, how to prioritize work

Invision = Clickable prototypes, can also be used on phones to simulate an app

Lean UX = A book based on The lean startup, but with focus on design rather than function

Market validation = When your service/product reaches real users

Mechanical turk = A service is done manually until you know that enough people wants it

OLI = Ongoing Level of Interest = Return / retained users

One night stand = Create the impression of a whole service, but without the infrastructure needed for a permanent solution

Pinocchio = A non-functional “lifeless” version of the product as a substitute for the real one

Prototyping = Can it be done? Will it work? How shall we build it? Normally an investment of weeks/months

Pretotyping = Are people interested in this? How many customers could we get? Will customers come back? Normally an investment of hours/days/weeks

ROI = Return Of Investment = What’s the generated value compared to the investment (time/money)

Scalable = Remember that you should never keep the solution found with pre-/prototyping, it should be thrown away

Sunk cost = A cost that has already been incurred and cannot be recovered

The lean startup = Book about getting ideas validated fast, instead of investing on a dream that might never come true

Two pizza team = A term used to describe the optimal size of a team: if you can’t feed it with two pizzas, it’s too big (Jeff Bezo, founder of Amazon.com)


Hard to validate components rather than full solution

Leap of faith: what we share with users won’t reach our competitors in time

You will fail (Kill your darlings)

Some things just have to be there, no need for prototyping

There will be a cost when you throw away your prototype and start creating the real product

The users will not tell you how to solve things

80% of ideas SHOULD fail - otherwise you’re doing something wrong: either you’re not bold enough, or you haven’t validated with real users yet

Thanks to

Bjarke Daugaard, https://twitter.com/bjarkedaugaard

Søren Svejstrup, https://twitter.com/soren_svejstrup

LTG44 - Google Slides