Rabobank · 2019–2020
Helping small businesses make better financial decisions
Led the product design from discovery through to validated beta.
Impact
The problem
Small business owners in the Netherlands were underserved. Banking tools were fragmented, hard to use, and built for large enterprises — so owners leaned on accountants and support for basic tasks, a costly and slow way to work.
Rabobank saw both a customer problem and a commercial opportunity: a digital product giving owners real-time insights, less reliance on support, and the confidence to decide faster.
Your role
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Solution
Owners didn't need more financial data — they needed the confidence to act. I focused the product on three things: cash flow today, what's coming next, and taking action without an accountant.
Onboarding was the biggest drop-off point, so I simplified the account-connection flow and added clearer guidance — cutting onboarding drop-off by 42%.
“The user experience was strong enough that selling the idea internally was never the hard part — it made getting buy-in from the bank straightforward.” — Senior Stakeholder, Rabobank.
After a successful beta, Rabobank rolled the validated concepts into its main Business Banking app, reaching far more customers.
Real-time dashboard of key insights and alerts.
Cash-flow overview with forecasting.
Detailed expense breakdown and control.
What this means for you
I get out from behind the screen and into how people actually work — cafés, shops, small offices, wherever the real behaviour lives. Understanding the real problem early is what keeps a project from needing a costly redesign later.