Designing rewards for
clients at Danske Bank

As a UX Designer at Danske Bank, I contributed to developing a loyalty program for Private Banking. The aim was to determine strategies to boost loyalty among the bank’s high-net-worth clientele.

Private Banking Loyalty

At Danske Bank Private Banking, I was working on identifying how we could increase loyalty with the high-net customer segment in Private Banking.

Collaborating closely with a freelance UI designer, we began with extensive research, collected insights, and designed a feasible, viable and desirable concept and was rolled out to a select test group for further feedback.

Danske Bank Private Banking is a specialized financial service catering to high-net-worth individuals. It offers personalized wealth management, investment advice, and financial planning.

Clients benefit from tailored solutions to preserve and grow their wealth, as well as access to a dedicated team of experts who provide exclusive banking services.

The Private Banking segment was lucrative but underserved in Denmark, making it a growing focus for Danske Bank’s management. Research showed that clients were loyal to their advisor and credit card, not the bank, and often followed advisors to competitors expanding in the market.

To serve Private Banking clients, many of whom weren’t aware they qualified, we aimed to create a digital experience that felt exclusive, personal, and easy to use. I led early wireframes and co-creation to shape the concept, but my work ended before the final launch.