Alexander Lie is a business analyst with a passion for user-centric design and innovation at SpareBank 1. During the last few years, he has been instrumental in the company's adoption of service design methodology to improve the customer experience and drive organisational change. He has experienced how successful implementation is greatly improved when all stakeholders contribute in a co-creational design process to increase customer satisfaction. His efforts will reinforce SpareBank 1 as Norway’s leading life insurance provider, as well as putting the company alongside the most innovative life insurance companies in the world.