Loyalty Key
Danske Bank Cashback
Danske Bank Cashback
Building on the success of Visa Cashback, we partnered with Danske Bank - one of Denmark’s largest financial institutions , to deliver a new integrated cashback experience directly within their mobile and web banking channels.
The collaboration introduced Mastercard support and allowed Danske Bank customers to earn cashback automatically when shopping with partner merchants using their existing bank account and card.
This partnership expanded our cashback ecosystem from a standalone Visa product into a multi-bank, multi-card experience, making cashback a natural part of customers’ everyday banking.
Role: Product Designer (UX / UI / Design System)
Collaboration: Danske Bank Design Team
Platforms: Cashback App, Web Platform, Danske Bank Mobile App integration
Launch: October 2025
This is a condensed public version of the case study. Some design process details are kept private due to confidentiality.
The Challenge
Designing the Danske Bank integration meant bridging two established digital ecosystems - our cashback platform and Danske Bank’s mobile banking app.
We needed to:
• Extend our platform to support Mastercard transactions.
• Create a seamless user flow between the bank’s native app and our mobile-web view.
• Align two design systems while maintaining a consistent and trusted experience.
• Ensure full compliance with banking security, accessibility, and branding standards
Research & Validation
Before starting the design phase, we explored how users perceived the idea of earning cashback directly through their bank and how it could complement their existing habits.
• Conducted user surveys among existing Visa Cashback users to understand expectations around a potential Danske Bank partnership and Mastercard support.
• Held stakeholder interviews with customer-facing teams to gather feedback on user needs, pain points, and communication challenges.
• Collaborated with Danske Bank’s UX team, reviewing findings from their user interviews and usability testing to inform key flow and UI decisions.
UX Flow Overview
We designed the experience to feel effortless and transparent — where cashback naturally fits into users’ existing financial routines.
1. Discover cashback offers directly within the Danske Bank app.
2. Link an eligible Mastercard securely via the user’s existing banking login.
3. Earn cashback automatically when shopping with partner merchants.
4. Track accumulated cashback through the in-app dashboard or the Cashback Web Platform.
My focus was ensuring that these flows remained intuitive and consistent across both ecosystems while reflecting Danske Bank’s visual identity and accessibility principles..
Design System & Collaboration
I led the design for our Cashback App, Web Platform, and shared Design System, adapting and extending it to align with Danske Bank’s brand palette, components, and accessibility requirements.
The project was a close collaboration between our design team and Danske Bank’s internal designers.
While their team handled the in-app integration, I focused on the cashback experience architecture, UI design, and multi-brand design system scalability.
We maintained close alignment through regular UX syncs, prototype reviews, and shared design documentation, ensuring a unified experience from both visual and behavioral perspectives.
Outcome
• Launched October 2025, now available for all Danske Bank Mastercard users.
• Reached 6,000 installs on launch day, confirming strong early engagement.
• Delivered a seamless cashback experience fully embedded within Danske Bank’s mobile and web environments.
• Extended the platform to support multiple banks and card networks.
• Established a reusable collaboration model and design-system framework for future white-label partnerships.
Reflection
This project marked a major milestone in evolving our cashback ecosystem into a bank-integrated, multi-card platform.
Collaborating closely with Danske Bank’s design and product teams highlighted the power of shared UX ownership - blending research, consistency, and trust to create a feature that feels truly native to the banking experience.
It also reinforced how well - designed integrations can make financial rewards invisible yet delightful - cashback that simply happens, right where users already manage their money.
Explore the web and mobile app experience.