SEB internet bank for private customers

An internet bank built around your financial needs

During the time I worked as a CX lead for the SEB internet bank for private customers I did a lot of different projects. Most importantly is that I was a part of a step by step transformation where the deliveries was both user need driven, technical modernization as well as regulation based (such as making the channel accessibility compliant).

Example of different projects and deliveries:

  1. Channel strategy and digital experience vision

  2. Migration to a completely new technical platform

  3. Restructuring the whole navigation

  4. A new personalized start page

Channel Strategy & Digital Experience Vision - 2022

Led a strategic collaboration with the Channel Management team to define the long-term vision, ambition, and purpose of the digital channel. The work focused on identifying prioritized target groups and establishing clear channel guidelines to create a more coherent, accessible, and user-centric experience.
(Note: Detailed materials are confidential.)

What I led and contributed to:

  • Built a shared view of where we are today through market analysis, data, user research, competitor analysis, and internal insights.

  • Defined the ambition for the digital channel and clarified the different roles for customer interactions of web and mobile app.

  • Turned customer insights and behavior patterns into clear experience, content, and communication strategies.

  • Set design strategy, design principles, aligned with brand and visual direction, and an accessibility vision to support better alignment across teams.

  • Defined a future vision for the web channel, with personalization as a key concept.

  • Clarified patterns for navigation, user settings, and reusable guidelines for page types.

  • Created a strategic roadmap to connect long-term vision with short term actions.

Led the design work as a CX Lead when we did a full migration to a new technical platform, replacing a monolith platform that needed to be deprecated due to security risks and a new target architecture. In parallel, we launched updates including new visual design built on an updated design system.

My responsibility was to ensure the user experience remained strong throughout the transition and improved with no negative impact on performance, navigation, or visual consistency.

This included close collaboration with developers and product, governance of design quality during tricky technical constraints, and making sure the new platform laid a foundation for a scalable and future-proof user experience.

Migrating to a completely new technical platform - 2022

The high level process and approach:

  1. Qualitative user research and behavioral analysis (Adobe Analytics) to understand the existing experience and identify key pain points.

  2. Worked closely with architects and developers to understand the new technical platform, including opportunities and constraints.

  3. Framed hypotheses and prioritized high-impact initiatives, such as a new start page and navigation structure.

  4. User research based on hypotheses and ideas. Card sortings, surveys and interviews.

  5. Creation of new design updates for start page, navigation structure, profile menus, footers, support pages and more..

  6. Update of new channel guidelines, design components, and updates to the design system ahead of implementation.

  7. After first release, iteration on the experience based on user feedback and performance insights, continuously updating guidelines and the design system.

  8. Coached and educated 100+ designers across the bank on the new channel guidelines to ensure strong adoption and consistent quality at scale.

The existing internet bank before release

The first release of the new internet bank with new technical platform and design system

Iteration after release based on user feedback and performance insights.

Outcome

  • Increased channel NPS (confidential numbers)

  • Increases use of self service support, decreasing calls to customer service with approx 30%

  • Increased Digital sales (no exact number)

  • Future-proof technical platform​

  • Faster time to market​

  • Reduce of IT risk​

  • More scalable organization with decoupled, autonomous teams​

  • Reduce development costs

“Snyggt, enhetligt och rent. Äntligen kan man få en överblick mycket enklare. Plus Apple Pay äntligen! Det känns att ni nu bryr om både kunder och teknik. Bra jobbat!””
— Private customer 2022
“Jag tycker den nya designen är helt fantastisk. Enkelt att hitta och genomföra olika typer av verksamhet”
— Solopreneur 2022

Restructuring the whole navigation - 2022

Information to be added…

A new personalized start page - 2023

Information to be added…