DNB faced a challenge with its «Supertilbud» Mastercard offers: customers were unaware of the benefits, leading to underutilization and reduced loyalty. To address this, we designed a customer-centric communication strategy aimed at making savings more visible, and by doing so encouraging higher engagement and boosting long-term loyalty. Our approach centered on personalized messaging across multiple channels. We launched targeted SMS and email campaigns, segmenting users into two groups.
By improving the customer experience through targeted design and communication we accelerated the click rate optimization on serveral products
During my time at DNB, I worked on several projects focused on Click Rate Optimization (CRO). The goal was to optimize the customer journey, increase engagement, and improve conversion rates. Below is an overview of some of the key projects I contributed to.
Challenges 🤔
DNB offers a broad range of products, from «Supertilbud», credit cards, and loans to investment services. Each product has unique customer journeys that need to be both compelling and easy to navigate. However, customer behavior is unpredictable, and even small friction points in the digital experience can result in lost opportunities, such as fewer sign-ups or abandoned applications. Additionally, changes made based on assumptions risk causing more harm than good, leading to reduced revenue or customer satisfaction.
Abandoned applications
Low engangement
Inconsistent user experience
The solution 🚀
To address the challenges, DNB would establish a dedicated CRO team focused on continuously improving digital customer journeys through data-driven experimentation. A key strategy was A/B testing. Comparing 2-3 or more versions of changes to see which performs better in real-world scenarios.
Data-Driven decision making
Clear Call-to-Action optimization
Personalization
Skills used
Data-Driven Design
Interface Design
User research
User interviews
User Research
Product development
Analysis
Conversion-Focused Design
In each of these projects, I collaborated with cross-functional teams to identify pain points through customer feedback, behavioral data, and iterative testing. By focusing on customer needs, we transformed challenges into opportunities, creating impactful changes that resonated with users and delivered measurable results.
Highlighting benefits
Additionally, we implemented in-app and net bank pop-ups displaying personalized summaries. These pop-ups also included clear calls-to-action such as «See new offer» and «Earn more,» making it easy for customers to take advantage of new deals.
The results were clear: personalized communications significantly outperformed generic notifications, driving increased offer usage and reinforcing customer loyalty.
The results were clear: personalized communications significantly outperformed generic notifications, driving increased offer usage and reinforcing customer loyalty.
I had the pleasure of working with Sindre for several years at DNB. Where he was, among other things, the lead UX designer for us in the CRO team (data-driven optimization of digital customer journeys). Sindre has a good understanding of both business goals, customer needs and technical limitations. And that he is able to quickly and effectively transform this into good customer experiences. Based on this, I recommend Sindre, and hope that we will have the opportunity to work together again in the future.
Vegard Jørmeland
CPO @ Okida Finans AS
Educate credit card users
Many young Mastercard users under 34 struggled with credit card management due to limited financial knowledge. To help, we embedded financial tips on interest, repayments, and fees into the card application process and followed up with personalized SMS and email guidance.
We also integrated support tools into DNB’s NetBank, including pop-up tips and a real-time chat assistant. This approach empowered users to make smarter financial decisions, reducing missed payments and fostering trust-based customer relationships.
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Simplifying the application journey
Applying for a loan felt complicated, especially for new customers who didn’t understand why they needed to log in. To fix this, we moved important form fields outside the login so users could start applying right away. We also explained why logging in was necessary and walked them through the steps with simple messages.
By updating landing pages to clearly show the process’s benefits, we helped reduce confusion and hesitation.
These changes made applying for a loan much smoother, leading to more completed applications—especially from first-time users.
These changes made applying for a loan much smoother, leading to more completed applications—especially from first-time users.
... together with a small, talented team, we optimized digital experiences, boosting results like application completions and user engagement, and improved the overall customer journey. Sindre has a knack for making complex processes simple and user-friendly. Sindre's collaborative and creative approach was crucial to our success. I’d happily recommend him for any role where UX expertise matters.
Julia Paulsen
Director Of Ecommerce Nordics at Elkjøp Nordic
