Lakestar and Index Ventures backs Swedish startup Lookback

Lookback has raised $2.2 million in seed funding. European investor Lakestar led the round with participation from Index Ventures, Ilya Sukhar, co-founder of Parse and various angel investors. Based in Sweden, Lookback is a platform that analyzes user experiences for mobile apps.


Stockholm, SWEDEN – March 26th, 2014 – Today Lookback, the leading platform for analyzing user experiences via video testimonials all captured directly on mobile devices, is announcing a $2.2 million seed funding round to expand its business. The round is led by European investor Lakestar, with additional participation from Index Ventures and angel investments from and Ilya Sukhar, co-founder of Parse. As Lookback continues to grow, this strategic investment will be used to scale both the platform and team, and also expand its services to new arenas.
Lookback was co-founded by former lead developers from Spotify, Joachim Bengtsson and Jonatan Littke, when the team realized there was no good way to effectively record onscreen activity on an iOS device. Lookback gives designers and developers a 360 degree understanding of how users communicate with their apps by seamlessly recording user expressions with the front-facing camera along with the on-screen interactions. With Lookback, developers can:
Record user experience testing, tracking gestures within the app, time spent in each major function of the app and facial expressions and video comments while testing an app.
Upload, filter, sort and tag user experiences on the web by type of device, user testing, app version and much more.
Playback your experiences on the web with a synced playback of all data sources including screen and camera video, sound and display of the user’s touches on the screen, while supporting (and displaying) change of orientation on the device.
Post comments and share your experience for a particular moment, or as a whole, with others directly through a link.
Since its private beta launch in late 2013, Lookback is now being used by thousands of companies, including Spotify, Yammer, Venmo and Along with this funding, Lookback is announcing the launch of its new SDK for iOS, which can be integrates as a plugin to existing apps in the App Store. Acting as an opt-in experience, this plugin allows any user to instantly become a UX quality tester if they choose and can test apps, report bugs and leave comments on UX/UI issues within the app.
“Lookback is an absolutely kick-ass product, I love it,” said Venmo lead iOS developer Chris Maddern. “We do a lot of usability testing at Venmo, and we’ve really been missing something like this.”
“To truly understand someone you have to understand their intentions and context. The why’s and why not’s of making a choice. And traditional analytics doesn’t give you that answer, “said Jonatan Littke, CEO and co-founder of Lookback. “User experience is something that so many companies can’t seem to get right — mainly because they simply do not have to tools to do so. That’s why we made Lookback — as a way to give everyone access to a great quality, highly intuitive way to accurately and efficiently capture actual user experience.”
To learn more about Lookback and what it can do for your business, visit
About Lookback
Lookback is a tech startup founded in Sweden in 2013 that focuses on analyzing user experiences for mobile apps. The company was born out of the sheer frustration that there was no simple and effective way for designers to capture and measure user experiences.

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