Humla

Humla is a loyalty app for Swedish retailer Axel Johnson Group, along with a debit card.


Using Humla you can get rewarded on all Axel Johnson retail stores (Åhléns, Hemköp, Willys, etc). Every 20 purchases you get a 50 SEK reward. You can choose to use it yourself, or donate it to one of the connected charities.


What we worked on

Mobile app - designing and user-testing a solid UX and UI for onboarding, topping up the card, and the rewards process.


Brand and design system - including logo, fonts, components, and general adoption of nature-inspired concepts into a digital context.


Humla card - working together with Mastercard to design the Humla debit card, and with SEBx to facilitate the underlying banking services.


Takeaways

Humla was a great startup project, set within a larger corporation. The team was awesome, and we worked well together in creating something that fulfills the idea of consolidating the loyalty programs of Axel Johnson stores, while encouraging charity and personal finance management.


Humla was acquired by Axfood in 2023, and now lives under the name Hemköp Matkonto.

Humla is a loyalty app for Swedish retailer Axel Johnson Group, along with a debit card.


Using Humla you can get rewarded on all Axel Johnson retail stores (Åhléns, Hemköp, Willys, etc). Every 20 purchases you get a 50 SEK reward. You can choose to use it yourself, or donate it to one of the connected charities.


What we worked on

Mobile app - designing and user-testing a solid UX and UI for onboarding, topping up the card, and the rewards process.


Brand and design system - including logo, fonts, components, and general adoption of nature-inspired concepts into a digital context.


Humla card - working together with Mastercard to design the Humla debit card, and with SEBx to facilitate the underlying banking services.


Takeaways

Humla was a great startup project, set within a larger corporation. The team was awesome, and we worked well together in creating something that fulfills the idea of consolidating the loyalty programs of Axel Johnson stores, while encouraging charity and personal finance management.


Humla was acquired by Axfood in 2023, and now lives under the name Hemköp Matkonto.