Services
Insights
Software Engineering
IT Consulting
Artificial Intelligence
Progress OpenEdge
Cloud
Faced with a rise in support calls for simple banking tasks, SEB saw the opportunity to improve customer satisfaction. The bank set out to redesign its internet banking experience: shifting toward a more intuitive, self-service model that builds trust and loyalty.
SEB is a leading Swedish bank group founded in 1856. Its banks in Denmark, Finland, Norway, and Germany focus on corporate and investment banking for business clients and institutions. In Lithuania alone, SEB supports nearly 900,000 private and business clients with the help of around 2,700 employees.
As card management represents a significant part of banking services, a need arose to reassess the UX/UI design of its interface. SEB set out to improve the internet banking experience through consistent, user-friendly, and self-service design across the Baltic countries.
That is when Baltic Amadeus stepped in to help. The main goal was to understand the current UX/UI approach, align on improvement opportunities, and develop a roadmap that supports operational efficiency and long-term growth.
The Baltic Amadeus team began with a UX and process assessment, gathering insights from stakeholders, customer care teams, and user feedback. By mapping user journeys, evaluating the interface, and reviewing the current experience, our team helped highlight areas within the project that could be further strengthened.
Based on these insights, working together with SEB’s product team and designers, we helped refine and improve the end-to-end card management experience – from applying and approving to activating, blocking, and managing both debit and credit cards. A new virtual card feature allowed customers to start using their card immediately after approval instead of waiting for the physical one.
The project further supported a user-centred approach. By conducting user interviews, testing prototypes, and simplifying digital flows and language, the interface evolved into a clear and consistent digital journey. The updated digital card platform was then unified and localised across Lithuania, Latvia, and Estonia to meet each country’s regulations and language needs.
Through these tasks, Baltic Amadeus developed an evergreen strategy by conducting a structured evaluation of the card-management experience and identifying improvement opportunities within the project scope. With this strategy in place, the customer service workload is expected to decrease, as customers could now resolve common issues independently through improved self-service digital flows.
The project contributed to strengthening user-centred design practices within SEB, supporting the bank’s ongoing efforts to elevate UX maturity across teams. New digital capabilities, such as virtual cards, aim to simplify customer onboarding and reduce friction, while data-driven insights from the Synopticom tool help identify problem areas and measure progress more effectively.
