Evolution of Nordea Mobile
From covering the basics to delivering real customer value. A journey of continuous improvement
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I’ve worked with Nordea’s mobile banking app for the past six years, leading design work across personal banking features used by millions of customers across the Nordics.
Mobile banking is not a one-off project. It’s an evolving living product. The work is rarely about designing something from scratch. Instead, it’s about improving what’s already there, scaling new capabilities, and adapting to changing customer needs, technology, and regulations.
Over the years, I’ve worked with a cross-functional team of designers, developers, product owners, and stakeholders to shape the experience - sometimes through large structural changes, other times through smaller, incremental improvements that make a big difference.
I’m currently working on this case. Come check it out in a bit when I’m ready :)
This case looks into the work I have done together with my team to transform and continuously improve the Nordea Mobile experience over the years. My role has been as Design Lead and later User Experience Director, overseeing the design roadmap, facilitating collaboration across disciplines, and ensuring that our solutions address both customer and business needs.
In the early years, we had a dedicated mobile design team focusing on the app as a standalone product. As the demand for new features grew and the organisation evolved, the work was divided into more focused streams. I initially led the mobile design team, and over time, my focus areas shifted to onboarding, everyday user experience, engagement, and sales.
Nordea Mobile is a testament to close collaboration. I can’t take credit for a single pixel alone. The end result is a product of hundreds of people working together across design, development, business, compliance, and more.
2021
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Business problem
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Customer problem
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Solution
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Profile Tab
Business problem
After moving the Product Store, the remaining content lacked structure. At the same time, improving customer data quality and increasing marketing consent were key to driving sales and personalisation.
Customer problem
Customers lacked a clear place to manage their personal details and preferences.
Solution
We redesigned the Profile tab into a personal hub for managing information, consents, and settings. This supported better customer understanding and enabled more relevant communication, directly contributing to key sales and engagement KPIs.
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2020
Smarter use of space with Home+
Business problem
The space in the app was not optimally used, and tabs like Accounts and Payments saw lower engagement, while new features were competing for visibility.
Customer problem
Most users interacted mainly with the customisable Home tab, leading to fragmented navigation and underused functionality..
Solution
We launched Home+ by expanding the role of the home tab to include more core functionality. As a first step, we merged the Payments tab into Home, bringing frequently used actions directly into the space customers already use the most. This shift simplified navigation, made better use of available screen real estate, and created space for future feature growth , all without increasing cognitive load.
Introduction of
The Product Store
Business problem
Nordea’s product catalogue was hidden under a “More” menu, resulting in low visibility and poor conversion. Opening a new product for customers often requires manual support, increasing the cost to serve.
Customer problem
Customers had trouble finding relevant products and were forced to switch between the app and the Nordea web page or contact an advisor to apply, which caused friction.
Solution
We introduced a centralised Product Store with clearer structure and navigation. Customers could discover products in-app and, in many cases, apply directly without leaving the app or needing personal support. This improved conversion, reduced servicing costs, and created a more seamless experience.
2019
Nordic Mobile Bank launch across four countries
Business problem
Nordea needed to align its mobile banking experience across Nordics while maintaining core functionality and brand consistency.
Customer problem
Customers expected a mobile experience that matched the breadth of the web but was adapted for everyday, on-the-go use.
Solution
We launched a completely new mobile app to replace the previous version, which introduced a consistent design language across countries, brought in key features from web banking, and laid the foundation for a growing set of self-service capabilities. The design combined daily convenience with a more intuitive and visually engaging experience, making banking feel more modern and approachable.
