Design concept for Alfa-Bank Mobile banking app, Marketing research, UX and UI.
Alfa-Bank, one of the largest banks in Eastern Europe, has organized a competition to find ideas for a new version of its mobile banking application.
The terms of the contest suggested the development of a design concept for two use scenarios. A special emphasis was placed on UX-design.
Me, as a non-client of Alfa-Bank, want to receive a credit card, because it has some of the best conditions on the market to make payments on the Internet and pay utility bills.
Me, as a client of Alfa Bank, who has a card that I regularly use, I want to open a deposit of UAH 20,000 for a period of 12 months in order to increase my funds.
The development of the design concept was based on the User Center Design Methodology. Key tools:
Personas description
Use-cases description
Scenarios description
Me, as a non-client of Alfa-Bank, want to receive a credit card, because it has some of the best conditions on the market to make payments on the Internet and pay utility bills.
The current line of card products Alfa-Bank is quite diverse and includes 17 cards: 8 credit and 9 debit. Given the context of the card order and the proposed Use Case and add some text to make picture.
Given the context of the card order and the proposed Use Case, It is advisable to offer the user only one card, demonstrating its clear advantages.
According to the Use Case, user wants to open a credit card, that’s why we remove 9 debit cards.
There are just a little differ among 8 credit cards. But there is card that has main features and strongest marketing support.
Given the context of the card order and the Use Case, It is clear to offer only one card, demonstrating its clear advantages.
From Kiev, Front-end Developer, $1000 income, Not married (has a girlfriend), rent an apartament.
Mark loves new technologies and gadgets. Stylishly gets dressed. He buys a lot through the Internet. Often in foreign online stores. Mark already has a credit card from Privatbank, which he often uses and always replenishes it regularly.
At a free time: He meets with friends (go to bars, movies, concerts). A lot of time spends in the mall in search of something interesting at a discount. In the evenings, they mostly spend time on the Internet on the computer (30%) and the phone (70%): FB, YouTube, favorite online stores (Asos, 6pm). Sometimes he reads articles on techcrunch.com, itc.ua, habr.com
Main Goal: More to earn through professional growth
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After lunch in the office, Mark opened the Facebook app on his iPhone 7 to see what‚s new in the tape.
Among other things in the Facebook feed, he saw an advertisement of a new mobile application - Alfa Bank mobile banking and open it .
The message said: The "Maximum" credit card is 200 000 UAH for purchases with an interest-free loan for 55 days, as well as a cashback up to 25%. Download the Alfa-Mobile application and order an online card without visiting the bank.
The first screen of the application after launch is maximally minimalistic and
provides two key needs:
Given the formed expectation at the stage of advertising communication, as well as the fact that becoming a client of the bank is less tempting offer than a card with a limit of 200 000 UAH, the first screen immediately positions a card with key advantages.
The block with the card is decorated in the form of a banner. The credit card glides smoothly across the screen, let‚s understand that you can click on it.
The heading "Get a credit card from Alfa-Bank" clearly sets expectations: "By clicking on this piece I can order a card."
Slider of 5 screens reveals the main advantages of a credit card Maximum in a simple and understandable language.
The first slide contains key information. Each subsequent slide expands it:
After examining the current forms on the site and chatting with the support service, we found out that the opening of the card remotely in any case occurs through the call center. Considering also that the user may not have the necessary documents at hand, to order a card it is enough just to enter and confirm the phone number.
By phone number, you can also catch existing customers of the bank by offering them a different interaction scenario.
To order a card, just enter the phone number. Everything else will be done by the call center.
Filling in personal data is a difficult task for users. Even more, it is complicated by the fact that documents can not always be at hand.
The stage with the completion of the questionnaire is not mandatory. The interface indicates that the card has already been ordered. And only if the user wants to speed up the process, he can fill out the questionnaire himself.
By completing all fields yourself or using the call center, the user sees the appropriate confirmation screen.
This screen first gently requests permission to send PUSH notifications in exchange for comprehensible value to the user: monitor the status of the card.
In iOS and Android there is only one chance to get permission to send notifications in the application, so the system query window is displayed only if the user calls it consciously.
While the card of the new client Alfa-Bank is issued, the application displays in real time the current status of the card.
Any customer questions will be promptly answered by the support service in Alfa-chat.
When the time comes to receive the card, the courier will call and agree on the convenient time and place of delivery.
"This is the best card I‚ve ever had. So much freedom and posh keshbek. And it was so easy to order! "
Mark, 27 years
Me, as a client of Alfa Bank, who has a card that I regularly use, I want to open a deposit of UAH 20,000 for a period of 12 months in order to increase my funds.
Alfa-Bank offers several variants of deposits in different currencies, for different periods and interest rates. We work out only the scenario of opening a deposit in the hryvnia.
Given the context of the card order and the proposed Use Case, It is advisable to offer the user only one card, demonstrating its clear advantages.
Low interest rates and lack of confidence in banks severely narrow the prospects for opening deposits in foreign currency through a mobile application.
According to Use Case, the customer is interested in the deposit for the year, which means that the savings deposit with a reduced yield is not considered.
The most profitable deposit from Alfa-Bank. The high interest rate is up to 15.75%, for a period of 3 to 18 months with interest payment after the end of the deposit period or monthly.
Given the proposed Use Case, it is advisable to offer user only one option of the deposit of all available, demonstrating its clear advantages.
This approach greatly simplifies the interaction with the interface, and hence - increases the conversion.
Monthly and after year Interest Payments
Term From 3 to 8 months
Percentage rate up to 15.75%
From Kiev, Sales manager, $1300 income, Married (no children ), has an inherited apartament.
Andrew has a dream to go to the US and a whole month to travel from the west to the east coast. Therefore, he treats with care to money and does not make unnecessary expenditure. Thanks to which, he already managed to accumulate a decent amount on his Alfa-Bank salary card.
At a free time: Improves the knowledge of English by visiting language courses, reading books, walking in the air with his wife. Sometimes he meets with friends. Enjoy a meditation. Spends a few hours a day on the Internet. Using a computer (20%), a tablet (30%) and a phone (50%): FB, YouTube, Lingualeo.
Main Goal: Making a travel dream comes true!
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Andrew received notification of the salary transfer. He delay his work and opened the Alfa-Mobile application .
Together with the report on the transfer of wages, he saw a proposal to receive an additional 3058 UAH, investing a deposit for 12 months.
The money was good, besides, he already managed to save some money on the card. Andrew decided to learn more details about the deposit.
The main way to open a deposit in a mobile application is to go to the corresponding menu section. The screen briefly announces the conditions for placing the deposit and focuses on the ability to calculate the return on the amount of the investment.
But there is another way - go directly to the calculated options of deposits directly from the main screen of the mobile bank. Using special algorithms, the system offers to open a deposit to those customers who, for a number of reasons, are most inclined to this (for example: the amount of the balance on the card account).
Deposit submission is extremely simplified and actually consists of two settings:
The choice of the method of obtaining interest is implemented in the form of cards, combined in a slider. Thus, the key on the screen is always the interest rate and income.
Mimicking the classic ordering in the online store, each stage of the deposit registration contains key information: the amount of the investment, the term, the interest rate, and also recalls the benefits. There are several ways to put money for a deposit.
A significantly increased degree of liability can be the reason for the refusal, if the user does not receive an answer immediately for any questions. Reduce the degree of heat allows the Alpha-Chat, available directly in this screen. There is no need to go anywhere.
This screen is only displayed if the user has more than one card. If there is only one card, the transition to payment confirmation takes place immediately. The screen focuses on the cards that are suitable for making payment.
If the user has other cards not suitable for this payment, they are also displayed, but in a separate list. Thus, there is no sense of error: "Stop, I wanted to pay from another card, where is it? Probably something is not working."
If there is only one card, immediately proceed to the confirmation of payment.
The final deposit screen contains all the key information about the deposit, the method and the amount of payment.
The text under the button reminds, that it is all that is necessary for registration of the deposit. You do not need to visit the bank.
Кнопка «Посмотреть мои депозиты» возвращает пользователя в обычный интерфейс приложения.
With an active deposit, the “Deposit” screen view changes. The key emphasis is shifting to open deposits. To manage the deposit settings, just click on it (the usual pattern used throughout the application).
Deposit is easy to identify by the amount of investment. Progress bar allows you to quickly track the status of the deposit. Subject to the opening of a deposit with a monthly interest payment, the corresponding segments appear on the progress bar. Achievement of a segment - interest payment.
"My money is in a safe place and they are working for me. It was so easy to open a deposit!"
Andrew, 30 years
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