A data marketplace does not come to life when data products are published; it comes to life when people actually use them. Organisations invest heavily in building data platforms and creating data products, yet many data platforms fail to deliver real adoption. Bringing the marketplace to life is about frictionless interaction between producers and consumers. Producers and consumers have jobs to be done on the data marketplace and it has to be easy.

In this session, we share how, in Rabobank, we moved from a data platform to a true data marketplace by focusing on user experience. We approached the marketplace as a product, combining producer and consumer research with measurable signals to understand friction across the full journey: from finding and understanding data products to accessing and using them. Based on these insights, we built an evidence-based roadmap and prioritised improvements that make the marketplace easier to use.
This session provides a practical, experience-driven approach to making data marketplaces usable at scale, where users—not just data—bring the platform to life.

Drawing on this experience, we explain why we elevated user experience as a key focus and what we learned along the way. Attendees will leave with insights into:
• How to assess whether a marketplace is truly working
• How to translate producer and consumer feedback into actionable decisions
• What to prioritise to improve adoption of a data marketplace

A data marketplace does not come to life when data products are published; it comes to life when people actually use them. Organisations invest heavily in building data platforms and creating data products, yet many data platforms fail to deliver real adoption. Bringing the marketplace to life is about frictionless interaction between producers and consumers. Producers and consumers have jobs to be done on the data marketplace and it has to be easy.

In this session, we share how, in Rabobank, we moved from a data platform to a true data marketplace by focusing on user experience. We approached the marketplace as a product, combining producer and consumer research with measurable signals to understand friction across the full journey: from finding and understanding data products to accessing and using them. Based on these insights, we built an evidence-based roadmap and prioritised improvements that make the marketplace easier to use.
This session provides a practical, experience-driven approach to making data marketplaces usable at scale, where users—not just data—bring the platform to life.

Drawing on this experience, we explain why we elevated user experience as a key focus and what we learned along the way. Attendees will leave with insights into:
• How to assess whether a marketplace is truly working
• How to translate producer and consumer feedback into actionable decisions
• What to prioritise to improve adoption of a data marketplace