Redesigning SEB’s Mobile Experience for Fund & Stock Trading

Working with the savings team

Millions of customers love the SEB app, which excels at managing daily finances. However, in 2020, it was missing a key feature that competitors already offered: the ability to buy and sell stocks. To address this, a task force was formed to explore how to implement this functionality. It was strategically decided to use a hybrid mix of technologies rather than relying solely on native code, all while prioritizing a seamless user experience.

I became the lead designer to explore this possibility, after the first proof of concept, the workgroups felt confident that we could deliver a great product to our customers with this technology and abilities. This led me to work with the savings team for over a year to create new and redesign most of SEB's savings products.
 

Stock trading in the App

We needed to design new mobile flows, based on the logic from the internet bank and include market data from Infront.

Fun fact: Red and blue colors commonly used for buy and sell buttons have a historical basis. Before computerized trading, traders used red tickets for sell orders and blue for buy orders to facilitate transactions.

This is the final flow for buying a stock in the SEB app. We created several different designs, prototypes, and iterated on the design concept multiple times before we were satisfied with the final result.

Fund trading & New fund list

Within the savings area, the fund list is the backbone of the entire business. Seven out of ten Swedes own funds they have purchased themselves, making it the most popular way to invest in Sweden. 

True Mobile-First

The previous fund list had been developed over 15 years ago and needed a complete overhaul. The new fund list had to work seamlessly across the SEB apps, internet bank, and even in an unlogged state on seb.se, which added complexity. From the start, a key part of my role was collaborating with stakeholders to prioritize the most important information to display. Focusing on the mobile screen helped simplify the process, allowing us to add more detailed information to the desktop version.

“-Whatever you do, don’t send me to a fund list”

The fund list might be the backbone of the bank’s savings business, but SEB wanted to attract customers who haven't started saving yet.

In the UX group, we aimed to better understand the target audience and find ways to motivate them to start saving.

We conducted 10 in-depth interviews with the target audience and quickly gained valuable insights. This resulted in SEB creating the 'Fundselector,' a simple way to choose funds.

Key Results

Modernized - the mutual fund experience – now faster, clearer, and future-ready.
Solved - two major pain points customers had complained about for over 10 years.
Drove growth – unlocking several billion SEK in additional annual fund sales.

Reflection on this Initiative
This was truly a once-in-a-lifetime opportunity — to be part of something from the very beginning, shaping it end to end. To influence, challenge, and deliver high-quality savings flows in such a complex domain was both demanding and deeply motivating. I was brought into this initiative as SEB’s mobile expert, with a strong track record of delivering quality in high-impact projects.

Looking back, this was the initiative where I truly grew into a senior UX designer. I took on responsibilities far beyond designing screens — from leading with knowledge and fostering collaboration, to continuously challenging the status quo and strengthening relationships with key stakeholders.

It was a project I felt a deep responsibility to see through. Once it successfully launched, I transitioned to a new role at Swedbank as UX Lead for their app — an exciting next chapter where I could continue growing and taking on new challenges.
Discover my work at Swedbank

I worked on a lot of projects and initiatives during my time at SEB.

I won’t dive into the details here, but feel free to ask if you’re interested in some of the highlights!

- Member of the SEB Design management team. Coached 100+ individual IT projects within the organization. 

- New visual identity on SEB´s app. Awarded silver in Svenska design priset 2018 category smartphone.

- SEB´s future mobile roadmap.

- New app icons and app icon system.

- Bank aggregation in the SEB app.

- Lead CX Designer for SEBs digital robot advisor.