Alfa-Bank • 2019
Alfa-Bank — savings conversion optimisation
Project сontext
Alfa-Bank is one of the largest private retail banks, serving millions of customers through its digital banking platform.
I collaborated within a cross-functional product team on the mobile banking application for individual customers, contributing to core financial flows including savings account opening and peer-to-peer money transfers.
Alfa-Bank is one of the largest private retail banks, serving millions of customers through its digital banking platform.
I collaborated within a cross-functional product team on the mobile banking application for individual customers, contributing to core financial flows including savings account opening and peer-to-peer money transfers.
Product goals and objectives
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Goals
- Increase conversion rates for savings account openings within the mobile banking application.
- Design a new end-to-end savings account onboarding flow leveraging the central design system to ensure consistency and scalability.
- Enable customers to update account information directly within the app, reducing friction and operational dependency.
- Provide clear visibility into foreign currency accounts, including estimated interest calculations to improve financial transparency and informed decision-making.
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My responsibilyty
- Redesigned the savings account opening journey based on user research and usability testing, simplifying complex financial steps and reducing drop-off across the funnel.
- Translated savings product benefits into clear and accessible messaging, improving user understanding and trust.
- Reduced support requests by introducing a transparent interest accrual flow for both foreign currency and local currency accounts, improving clarity and customer confidence.
Process
Redesigned the visual and interaction patterns for the Savings Accounts section to ensure full consistency with the mobile banking design system and overall product experience.
Worked within existing regulatory and product constraints to improve clarity and comprehension without altering the approved core flow, focusing on visual hierarchy, microcopy, and contextual guidance. Proposed multiple UX solutions combining visual design and simplified messaging to improve understanding of financial steps while preserving compliance requirements.
Aligned the final solution with senior stakeholders and the central design system team, ensuring governance standards and cross-product consistency were maintained.
Redesigned the visual and interaction patterns for the Savings Accounts section to ensure full consistency with the mobile banking design system and overall product experience.
Worked within existing regulatory and product constraints to improve clarity and comprehension without altering the approved core flow, focusing on visual hierarchy, microcopy, and contextual guidance. Proposed multiple UX solutions combining visual design and simplified messaging to improve understanding of financial steps while preserving compliance requirements.
Aligned the final solution with senior stakeholders and the central design system team, ensuring governance standards and cross-product consistency were maintained.
User research and validation
Conducted a usability study at Alfa Lab to evaluate search and navigation behaviour within the savings account interface.
Designed and tested an interactive prototype focused on identifying friction points in account discovery and information comprehension.
Participants were asked to complete three key task scenarios, covering account search, detail review, and navigation between financial sections, while eye-tracking technology was used to analyse visual attention patterns. The study demonstrated that 80% of participants successfully completed the defined tasks, validating improvements in clarity, structure, and information hierarchy.
Conducted a usability study at Alfa Lab to evaluate search and navigation behaviour within the savings account interface.
Designed and tested an interactive prototype focused on identifying friction points in account discovery and information comprehension.
Participants were asked to complete three key task scenarios, covering account search, detail review, and navigation between financial sections, while eye-tracking technology was used to analyse visual attention patterns. The study demonstrated that 80% of participants successfully completed the defined tasks, validating improvements in clarity, structure, and information hierarchy.
Delivery and release
Following cross-functional reviews and alignment with engineering teams, the updated savings account interface and onboarding experience were successfully released.
The January 2020 update introduced a refined visual system and an improved account opening journey, enhancing clarity and consistency across the mobile banking application.
Following cross-functional reviews and alignment with engineering teams, the updated savings account interface and onboarding experience were successfully released.
The January 2020 update introduced a refined visual system and an improved account opening journey, enhancing clarity and consistency across the mobile banking application.
Key achievements
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- Contributed to year-end performance improvements, with the bank’s loan portfolio growing by 7.2% year over year.
- Supported a 29% increase in total savings accounts opened compared to the previous year, reflecting improved onboarding clarity and conversion.
- Reduced operational workload for customer support by eliminating confusion around savings account terms and conditions, decreasing clarification requests from users.
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