Alfa-Bank
Alfa-Bank
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Alfa-Bank
Product design • team leading
Date
2021 — current time
Info
Alfa-Bank is one of the largest privately-owned commercial banks in Eurasia, which offers a wide range of financial services to individuals, businesses, and institutional clients.
What did i do
I worked in emotional design team ❤️ and worked on increasing MAU, DAU, retention, emotional feedback and loyalty of users. Finally, I managed to lead the team.
Value
Emotions are significant for every product because they engage, entertain, and create connection between customers and a product, leading to increased loyalty.
How it works
Visceral: It's the immediate reaction. Like when a button is too small and frustrates you. Good design avoids these frowns.
Behavioral: It's about usability. Good design is like a clear path through a maze, making everything easy.
Reflective: It's the emotional story. A captivating tale that guides users through your product's strengths.
In general, main task is to win the user’s heart.
Measuring magic
We craft multiple designs, each with a specific purpose, based on clear hypotheses. These are tested in our UX Research Center, which uses state-of-the-art technology, including eye-tracking tools, to assess emotional recognition before selecting the strongest solution for full deployment.
Onboarding
Creating a positive first impression is crucial. It makes a significant difference when users encounter possibilities and available benefits instead of being greeted with limits and restrictions. This approach was integral to the storytelling aspect of the redesign for new user onboarding.
Premium customer privilege levels
We refocused the emphasis on our clients' opportunities rather than the bank's conditions. By fulfilling just a couple of requirements, you can unlock certain benefits. This shift eliminates the need for users to delve into the intricacies of the conditions and speculate about potential gains.
Pripority pass business lounges
During redesign we discovered that the user was registering for lounge access on the spot. To simplify the user experience, we've optimized the single-click path, prioritizing functionality over terms of use.
Loader
During one of the user scoring stage, we have to retain them within the app for approximately 30 seconds. So to mitigate the risk of users exiting during this period, we've implemented dynamic status changes and provided explanations of the ongoing processes at each moment.
Metals account
Through design and the gamification elements, we've significantly increased the conversion rate for purchasing precious metals. As a result, users now have the engaging experience of witnessing their precious metal nugget grow in tandem with the growth of their savings in the account.
Release
To achieve greater authenticity, we consulted with a professional conductor. As a result, the main mechanics closely resemble the real movements of a conductor's baton.
Functionality
The visitor stands behind the conductor's panel with electronic music sheets and selects a musical composition. In front of them, they see the orchestra they will conduct or rather its projection.
The projection also displays the conductor's baton movements.
Sensors detect the speed of the player's playing according to the rhythm of the composition. Musical instruments are placed around the installation on figures that light up during the play of the particular quartet. At the end, the user sees their conducting result on the projection screen.
