From dream to plan — goal-setting in banking

Your Plans was a feature designed to help customers set and pursue meaningful financial goals inside the Danske Bank mobile app — saving for a house deposit, buying a car, planning a renovation. It sat at the centre of a strategic objective: increase the number and quality of advisory meetings by helping customers understand their own financial situation first.

I was the sole designer responsible for aligning the project with internal UX guidelines, conventions, and CVI. Supporting the dev team throughout implementation, evaluating compromises to be made to UX and UI because of

I worked alongside the product owner, business analyst and four app developers and the contractor’s team to guide the design efforts of the contractor’s team.

Original concept by an agency included elaborate customer onboarding to understand customers’ current priorities and future financial plans. Our timeline was to deliver value in 3 months, so we had to deconstruct and define the MVP journey. On the journey to meaningful goals, the first step is to create them. This was the first step our team tackled.

These goal-based recommendations were the first step towards building a personalised goal-tracking universe. For the first release, these were links to useful content on Danske Bank’s home pages that were sometimes hard to find. I was defining what content to choose for each goal.