I led a strategic collaboration with SEB’s Channel Management team to define the long-term vision, ambition, and purpose of the digital channel.

The goal

The goal was to create a more coherent, accessible, and user-centric experience in the web channel.

The approach

Through a combination of market analysis, user research, competitor benchmarking, and internal insights, I built a shared understanding of where the digital channels were today and identified the most prioritized target groups for us going forward. This laid the foundation for a clear channel strategy, setting the direction for how we create consistent, impactful experiences for our customers.

The work included defining design principles, aligning with brand and visual direction, building on the design systemm and creating an accessibility vision to ensure we design for all, not most.

A future vision for the web channel was established, with personalization as a core concept, alongside clarified patterns for navigation, user settings, and reusable page guidelines. Finally, I created a strategic roadmap connecting long-term goals to short term actions, enabling cross-team alignment in the organization.

The impact

• Brought teams together around a shared vision, making decisions faster and more aligned.

• A foundation for design decisions that lead to a more unified experience in the channel.

• Introduced a user-focused, accessible channel strategy now guiding both web teams and business stakeholders in their daily work.

• Helped prioritize initiatives and focus on the right target groups.