Name: ONBOARD NON-INVESTORS
Type: DIGITAL STRATEGY
Role: Experience lead
Duration: FALL2019 - SUMMER2021

Executive summary

As lead designer, I translated Nordea’s strategic goal of engaging non-investing customers into a comprehensive experience roadmap for Nordea’s DIY investment channels. The roadmap focused on making investing accessible and understandable, structured in three phases that balanced desirability, feasibility, and viability. Each phase introduced targeted concepts to guide customers on their investment journey and gradually increase engagement.

Design challenge

Nordea’s digital channels were initially not designed to accommodate customers who hadn’t started investing. The mobile app’s “Get Started” button was hidden in the “More” section, and the Savings & Investment area was only accessible to customers with existing savings or investments at Nordea. This created a significant barrier for customers who might be interested but hadn’t taken the first steps. The challenge was to make investment options visible, accessible, and relevant for these potential investors while aligning with Nordea’s broader digital and business goals.

Design solution

I developed a three-phase roadmap, with each phase introducing specific, phased enhancements to guide non-investing customers into the investment area and increase engagement over time:

Phase 1 – Visibility and Awareness:
We enhanced the presence of Nordea’s investment solution, Nora, within the app. An empty state for the investment widget was introduced on the main dashboard, making Nora more visible to customers without active investments and sparking interest in getting started.

Phase 2 – Dedicated Entry Point
In this phase, we designed an entry point into the investment area with content made for customers without existing savings. This dedicated space was designed to be inviting and intuitive, presenting investment as approachable and accessible even for newcomers.
 

Phase 3 – Non-Investor Universe
The final phase introduced a complete experience tailored to the non-investor segment, providing a structured way for customers to explore if investing was relevant for them. This “universe” included guidance on starting their savings and investment journey, as well as tools to match them with suitable investment products based on their financial goals and preferences.

Process / Impact

This case demonstrates how a phased, user-centered approach can effectively turn a strategic goal into a clear, actionable experience roadmap, guiding customers into investing and helping Nordea expand its DIY investment customer base.

Each phase was created through a collaborative, iterative process, balancing the three lenses of desirability, feasibility, and viability. I worked closely with cross-functional teams, including business stakeholders and tech developers, to align the experience roadmap with Nordea’s goals, ensuring each phase offered a scalable solution that met both customer and business needs. We conducted user testing to refine the concepts and continually aligned with business and tech requirements to make adjustments along the way.