Hemköp Matkonto

Industry
Financial Services & Food Retail

My role
Lead Product Designer

What I Did
UX iOS Strategy, UI, IxD, Wireframes, Design System, Debit Mastercard Design, Loyalty Model, Marketing Material, Feature Concept, QA, Testing, Research, Roadmap, Flowcharts, Workshops, Mockups, 3D Illustrations, CSS3/HTML5, Key Note

+2M

Customer exposure
Number of Klubb Hemköp customers

22%

Axfood market share
2023

Embedded finance

Matkonto is one of Axfood's flagship projects for 2024 where we are launching a completely new payment experience for the Swedish food retail company Hemköp. We started on square 1 August 2023, and 11 months later we could proudly present Hemköp's first debit Mastercard that enables customers to pay with own money and at the same time get rewarded with 25% more points at Hemköp. Our product is built on SEB Embedded Banking-as-a-Service platform which allows us to offer financial products without ourselves becoming a bank. Matkonto enable us to enhance Hemköp customer offerings and drive loyalty to the members club.

Supporting people’s 360 economy

The Swedish consumers are looking for solutions enabling them to get control over their food money, with Matkonto we have taken that part of the consumer's 360 economy. Many households today have a monthly food budget, however it is difficult to keep track of how much each person has topped up with, how much is left, if someone has topped up more than the other, and above all it is extra complex when two people making several transactions per day from the same account. We have solved all that with Matkonto.

Food budget brought everywhere

Since Matkonto is a debit Mastercard issued by SEB, it works worldwide. We have seen that a monthly food budget is not only spent on groceries, it is also used for expenses as restaurant visits, cafes and basically everything that has to do with food. The behaviour we want to drive is that the consumer should always have their food budget with them and pay with Matkonto when it comes to food expenses, and by getting 25% extra points when purchasing at Hemköp, we drive further loyalty and engagement to the members club.