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Kendu | ABN AMRO  
corparate start-up innovation

online asset management app

The Challenge

Develop an MVP product that fits the specific target group and their needs. Launch it within 1 year on the Dutch market.
Realise this with a small-sized team, separate from the bank.

The Job

In my rol as senior UX strategist and designer I was responsible for concept & design. Working closely with the product owner to develop a product vision and product route map. Organizing and facilitating various design sprints to achieve a vision and product identity. Lead in concepting of the overall product experience, the prototype's and the validation through lean startup and design thinking methods.

" ..UX strategy is the process that should be started first, before the design or development of a digital product begins. It’s the vision of a solution that needs to be validated with real potential customers to prove that it’s desired in the marketplace….”

Robert Tellier


The Journey

If you can’t fly, then run, if you can’t walk run, then walk, if you can’t walk, then crawl, but by all means keep moving.


Brand & Concept creation

For the development of the product identity and app concept we have held a number of design sprints. I later translated these into a product passport, style guide and a design system. Because this went hand in hand with our app development, it brought with it a number of challenges. 


Prototyping & Validate

The prototype served as the main talking point between the various stakeholders. This was a very intensive process and took many iterations to get everyone on one line. Right in a fintech environment it is key to have 2nd line expertise as early as possible in the innovation process because of the many laws and regulations.  


Lean Startup & Agile

This was the biggest challenge for me. How can I execute lean startup and design thinking with in a agile development ecosystem? The time line's where very tight to get our MVP live. I had to make a lot of concessions.


High complex envirment 

Building a investment product is hard. Our team worked in a complex ecosysteem of the bank: back-end development, legal&compliance (AFM), brand management, customer needs, time to market timeline, etc. As a result we as a team had to be very flexible to adoptive for change.

Always open for talk at the coffee table about innovation, my portfolio and hearing more about your ambitions.

Expert in

UX Strategy & Design | Prototyping | Design Thinking | Lean start-up innovation | Brand strategy


Robert Tellier
Email:                   Phone: +31 (0)6 410 511 82