Finland's largest bank cooperative, Osuuspankkien Oy (OP), is on a mission to evolve into a diversified service company, and its Design & Customer Experience Department is driving this transformation. The When Wheel project is a tool that visualizes the optimal timing for applying user insights during OP's design process. Categorizing the design process into three phases with unique sub-phases, the When Wheel identifies ideal time periods for understanding, clarifying, and verifying user information. It also suggests the best methods for acquiring different types of user insights, such as cultural, motivational, behavioural, capabilities, needs, and wants, based on the nature and constraints of the project. Scalable and adaptable, the When Wheel can be built upon with specific methods for user information gathering, and digitization is a future possibility. This project has been presented at OP Headquarters and is currently being tested and developed internally in Helsinki and Oulu branches.