In august 2012 Socialsquare began working with Rejseplanen when they wanted to create a product and service strategy and roadmap that was increasingly based on end-users and stakeholders needs.
Rejseplanen – one of Denmarks most used public internet services with more than 20 million views per month across both web and mobile – faced two overall challenges. First of all, their customers expectations and needs, as well as the technology these customers are using, is changing so rapidly, it is increasingly difficult to prioritize the product and service roadmap on a informed basis. Secondly, the complexity of Rejseplanens ownership structure and organization – demands a high level of involvement to make discussions and decisions on strategically important issues fruitful.
In this interview Jonas Homaa, Head of Development at Rejseplanen, shares his view on how Socialsquare and Rejseplanen tackled these challenges together and how an agile process of thorough quantitative research, a range of deep interviews with both representatives of the owners and customers and intense, involving workshops with key personal from all stakeholders resulted in both surprising insights and clear priorities.