SEB
Employment: Jan 2020 - Apr 2022
Role: Lead CX Designer Digital Sales
In Sweden, SEB is the leading corporate bank among large companies and institutions and has a prominent position among small and medium-sized companies.
I have worked at SEB since January 2019, where I work as Lead UX Designer. During my three years, I have been responsible for leading the design process on mortgages and consumer loans, but also SEB.se. For the past 12 months, I have been part of a specialist group called Digital Sales. Our primary responsibility is to follow up the product areas' sales targets and KPIs based on quantitative and qualitative data — combined.
We combine quantitative data with qualitative insights
The strength in our team is that we combine quantitative data with qualitative research to answer the question why. This makes us a spearhead and highly data driven in the development of competitive financial solutions
Lead CX Designer, Digital Sales
The specialist group Digital Sales was formed a little more than 12 months ago and I was one of the first to be employed in the group with the responsibility to lead the design work and the qualitative research. After that, the group has been filled with its own editors who take responsibility for content and CMS. In addition, we have business and web analysts whose responsibility is to produce quantitative data for various flows and customer journeys.
The strength of Digital Sales is precisely the combination of quantitative and qualitative data. Together with my analysts, we sit and produce customer journeys that drive high traffic and then try to find where we have e.g. high level of drop out. We build so-called sales funnels where we go from the awareness all the way down to leads complete, ie when the end user has reached the goal. By then I take the quantitative analysis and conduct a qualitative research to try to answer the question why we have these drop outs.
SEB’s first digital booking experience
One of my first tasks at SEB was to lead the design work in the development of the first digital booking experience.
A beautiful result, not only design wise but also strategically and improved quality on meetings
My drivers are data, data and da… design
“If we just make this very small change, we will probably see an € 50M increase in applied volume”
Engage and drive sales in private app
One of my commitments in mortgages and consumer loans was to design the discovery section in the private app. The goal was for private customers to easily access our most used services in converting customer journeys
Did you know?
I am a certified UX designer through the Nielsen Norman Group, but also certified in Microsoft app development fundamentals
SEB Case Study
The case studies consist of deeper and more detailed data on the design process, the goals, results and lessons learned, hence you need to request access to this material