Humlakortet

Industry
Financial Services & Retail

My role
Lead Product Designer

What I Did
Brand Strategy, UX, iOS UI, Marketing, Mastercard Design, Design System, Business Development, Product Management, Wireframes, Flowcharts

16

Partners
KICKS, Åhléns, Pressbyrån, 7-Eleven, Matsmart, Middagsfrid, Urban Deli, Pinchos, Apohem, Skin City, Dashl, Zoo.se, UNHCR, Min Stora Dag, Tjejzonen, Nya Kompisbyrån

May 2023

Product sunset
After Humla AB were acquired by Axfood AB

First debit in Sweden with a value proposition

Our first financial service released on the Swedish retail market. We identified a gap where people want to pay with their own money but don't have the same access to benefits as credit card users, and we changed that!

Humlakortet was the first debit Mastercard in Sweden with a value proposition, a completely new way of being rewarded for shopping with the money you have and for not changing your shopping behavior. Humlakortet was built on SEB Embedded's Banking-as-a-Service platform and when the product was released, we were SEB's first BaaS-client. Since then, we have together further developed the platform so that more and more clients can use financial services without having to become a bank themselves.

For every 20th purchase you get a reward

The customer simply applied for the card in the app and then swished any amount easily to the card. Each purchase of SEK 50 or more gave the customer a point, when the customer had reached 20 points they were rewarded with a SEK 50 discount or SEK 50 to donate to charity. The discount could be redeemed at any of our partners, some of Sweden's biggest brands such as Åhléns, KICKS, Apohem, 7-Eleven, Pressbyrån with many more.

Exchange your ordinary card

Since the customer earned points on their purchases, regardless of where in the world they made the purchase, we wanted the ambition to be that they replaced their regular bank card with Humlakortet. You would not really change any buying behavior but continue to have your daily expenses such as transport, lunch, café etc. Since the customer swish any amount to the card, it also automatically becomes a small budget feature. When the money runs out, the card can no longer be used.