Summary
- Role
Senior UX Consultant
- About SEB
SEB Card is the card division of SEB, one of Sweden’s largest banks, managing a range of credit cards and digital payment solutions. The department was transitioning from outsourced design and development to an in-house team, focused on creating a user-centered design foundation.
- Touchpoints
Mobile apps, web platforms
- Skills and techniques applied
Coaching, design systems, interaction design, prototyping, user testing, visual design, and stakeholder collaboration
I supported SEB Card in their transition to in-house design and development by coaching the department lead, Nadja Durovic, and preparing their engineering team to collaborate with customer experience and design. To create a solid foundation for future work, I built design libraries for their key products: Spendwise, Eurocard, and SAS Eurobonus Mastercard.
My contributions included updating their app platform for PSD2 compliance, optimizing the Eurocard and Spendwise websites, and redesigning saseurobonusmastercard.se to align with new branding. Beyond design, I supported Nadja in hiring for her team and ensured a smooth transition to my successor.
Closest collaborators
Bringing PSD2 compliance to SEB Card’s app platform
When SEB Card began transitioning to in-house design and development, one of the first critical challenges was ensuring their app platform complied with PSD2 regulations. Supporting Spendwise, Eurocard, and SAS Eurobonus Mastercard apps, this platform needed updated login and registration flows that adhered to the new standards while maintaining a seamless user experience.
Working alongside fellow consultant Samuel Lie and the project manager, I dove into the technical and regulatory requirements. Together, we mapped out user flows and messaging for both new and existing users, ensuring the experience was clear and intuitive. This involved balancing strict compliance needs with usability, creating onboarding journeys that informed users without overwhelming them.
To ensure the solution was robust and user-friendly, I provided user testing with participants recruited internally from SEB Card’s staff. This no-cost recruitment approach allowed us to quickly gather feedback and refine the user flows, ensuring the final product met both compliance and user expectations.
This project not only ensured PSD2 compliance but also established a scalable framework for future development. The updated platform allowed SEB Card’s apps to deliver secure, user-friendly experiences, setting a strong foundation for the team to build on as they continued to bring design and development in-house.
Redesigning SAS Eurobonus Mastercard
When Eurobonus updated its branding, SEB Card needed to align the SAS Eurobonus Mastercard website with the new look and feel. This required a complete visual overhaul to ensure consistency across touchpoints while delivering a seamless user experience for customers.
Working closely with stakeholders, I led the redesign efforts. This involved a detailed design and sign-off process, ensuring all stakeholders were aligned on the visuals and functionality before implementation began.
After finalizing the designs, I worked closely with the development team to support the implementation phase. My hands-on involvement and developer background ensured the final product stayed true to the vision, delivering a refreshed and engaging digital presence that resonated with SAS Eurobonus Mastercard users.
Optimizing Eurocard for better conversions
SEB Card’s Eurocard website was a key touchpoint for users exploring financial solutions. By analyzing analytics data, we identified opportunities to improve how users found related products and services, making the browsing experience more intuitive and effective.
Using insights from the analytics, I redesigned key areas of the site to streamline navigation and enhance product visibility. This data-driven approach allowed us to create a user journey that better aligned with customer needs while optimizing conversion rates.
As part of SEB Card’s initiative to bring design in-house, I created 3D card models in Blender that could be staged in different ways. The goal was to empower the team to produce high-quality visual assets independently, reducing reliance on external vendors and saving time and resources.
