How Dreams spreads insights across the org

Dreams gets research out of a slide deck and in front of every product team. The tools are one shared customer journey and a weekly insight-sharing session. Kathleen Asjes is Head of Research and Insights at the fintech company Dreams. She explains how in this episode of Datadrivet, with Joni Lindgren and Jasmin Yaya.

Dreams helps people save money with savings-hacks, automated rules tied to a savings goal. One example is “Tjuven” (The Thief). It pulls a small amount aside each week, and the user does not know exactly when or how much.

Kathleen and Joni worked together earlier at Schibsted. They share a way of working: pull toward common goals and prioritize hard.

When she joined Dreams, she asked colleagues what they needed to know and what was holding them back. The same questions kept coming up:

• what users do
• what they do in the app
• why they save short-term
• which savings-hack is most popular

To answer them, the team spent last summer building a complete customer journey. They grounded it in three sources: user interviews, product data, and neuroscience research on saving behavior. For user testing they used PingPong.

Weekly insight-sharing sessions put the findings in front of the wider organization. The sessions also knock down myths people hold about the users and the product.

Listen to the full episode of Datadrivet for how Kathleen built the function and ran the sessions.