Shaping meaningful customer experiences
Together with Lunar, we set out to explore how people across the Nordics dream, worry, and plan around money. Through future mapping, user interviews, and experience design, we uncovered how financial wellbeing can be felt and shaped differently, helping Lunar identify new opportunities for meaningful, confident customer experiences.
Understanding shifting financial mindsets
Lunar, a 100% digital bank, wanted to explore what financial wellbeing really means for people today – beyond products and numbers. The challenge was to uncover the emotional and behavioral drivers shaping confidence, habits, and aspirations across different customer types, and to reveal unmet needs that could guide Lunar’s future business potential.
Mapping futures and human insights
We combined macro trend research, technology mapping, and 30 in-depth interviews across Denmark, Norway, and Sweden. By clustering behaviors and motivations, we defined four B2C and three B2B archetypes and developed journey and experience maps. Each map revealed pain points, opportunity spaces, and moments to create signature experiences around financial wellbeing.
Defining confident financial futures
The work resulted in two key outcomes: mapping user needs and pain points around life situations and e-commerce interactions. These insights inspired Lunar’s strategic roadmap, highlighting new service opportunities and future scenarios where technology and trust align. Ultimately, the insights redefined how Lunar could nurture financial confidence for every customer. Together, we built the foundation for how Lunar can develop future new services and offerings, driven by user needs.
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