CASE STUDY

Hemköp Matkonto

The first payment solution with a integrated loyalty model for customers of Hemköp.

Built on SEB Embedded finance

Flagship release

Matkonto, Axfood’s 2024 flagship, launched Hemköp’s first debit Mastercard just 11 months after starting in August 2023, offering customers a new way to pay and earn 25% more loyalty points using their own money.

Embedded banking

Built on SEB’s Embedded Banking platform, lets us offer smart financial solutions without becoming a bank ourselves, enhancing Hemköp’s customer offering and boosting loyalty in its membership program.

Supporting people’s 360 economy

Swedish consumers are increasingly seeking solutions that help them gain better control over their grocery spending. With Matkonto, we’ve addressed this critical aspect of their personal and household finances.

Product domain

Industry
Financial Services & Food Retail

My role
Lead Product Manager & Designer

Product release
September, 2024

Financial provider
SEB (Embedded)

Card personalization
Enfuse

Card manufacturer & print
Publicenter

Responsibilities and deliverables

End-to-end product growth cycle

I was primarily responsible for defining metrics, driving the product work end-to-end, from understanding user needs, business goals, technical constraints, and third-party requirements, to delivering hi-fi design solutions and follow ups.

Design system & compliance

I built the Hemköp Matkonto design system from the ground up to enable scalable and consistent implementation of new features, leveraging and extending Hemköp’s core design principles and to stay accessibility compliant.

Other design related tasks

In addition to designing the core Matkonto experience, I also designed the debit Mastercard, created 3D illustrations and mockups, and contributed significantly to refining the marketing materials.

Product management

Beyond design-related tasks, I was also co-responsible for developing the value proposition and defining the associated business requirements. This included creating roadmaps, funnels, product vision, strategies, WoW, OKRs, KPIs, and more.