Interview with Amanda Lundius, Director of Product Discovery

Amanda Lundius has spent ten years inside Visma thinking about that problem in different roles. As Director of Product Discovery, she now leads the team responsible for helping Visma companies build best-in-class products. Not by prescribing what to build, but by strengthening product thinking and principles and by making the discovery process that works in one company available to every product manager, designer, and founder in the group.

From isolation to infrastructure

When a founder joins Visma, the most immediate shift is not the capital, the brand endorsement, or the commercial network, though all of those matter. It is the removal of a specific kind of loneliness: the feeling that you are figuring out AI-native product development on your own.

"They don't have to tackle this alone," Amanda says. "Instead, they get a clear path: from identifying opportunities and shaping solutions, to moving them into production, and optimising through real usage data and feedback."

That path has a name inside Visma: the Visma Value Loop. Developed together with sister teams in AI Engineering and Product Analytics, it connects discovery and delivery into one continuous process. Alongside the framework itself, Visma shares playbooks drawn from real examples across the portfolio. Not as prescriptions, but as a starting point that can be adapted to each company's own context and customers.

"What's special about joining Visma Group is the culture: we learn from each other, share openly, and help each other succeed. The same applies to our discovery practices."

Last year, Visma's AI-Driven Discovery and Prototyping workshop upskilled 500 product and design practitioners in a single quarter. The team is currently developing an Agentic Design Sprint: a structured format that helps companies identify agentic opportunities in their products and take them all the way to validated prototypes tested with real users, in a matter of days.

A shared brain with local instincts

To keep the "shared brain" sharp, Amanda and her team run two active communities, one for Product Leadership and one for UX practitioners, where success stories from across the group are shared continuously and playbooks are co-created based on what actually works. The underlying logic is straightforward: a practice tested by a real product team in a real market carries far more weight than one developed in a sterile workshop.

In this model, what travels is process, but the process is only the vehicle. Just as vital is the transmission of "product sense": the collective understanding of how to think about a problem. Ultimately, while the shared brain provides the "how-to," what stays with each individual team is the judgment and discernment required to apply those tools effectively in their own unique market. It is the marriage of global process and local grit.

"This is only possible because we can learn from many teams, build on what works, and make that knowledge useful across the whole organisation in a way that would be much harder to do alone."

To fuel this ecosystem, they deploy at-scale engagement programs designed to align local instincts with strategic priorities:

• Product & UX Days: These sessions bring in world-class outside insights from experts like Marty Cagan, Teresa Torres, and Leah Tharin, meticulously fitting their methodologies into the specific Visma context.
• Product Leadership Accelerator: This program features masterclasses from Visma’s own top-tier leaders, paired with hands-on workshops to ensure the learnings are immediately applied to real-world challenges.