Raiffeisen Bank
Raiffeisen Bank
Fixing a broken flow that blocked 7 out of 10 applicants from completing their loan request
Fixing a broken flow that blocked 7 out of 10 applicants from completing their loan request
Raiffeisen’s legacy app made it hard for users to apply for loans – the entry point was buried, the flow was overwhelming, and payment info was unclear. As a result, drop-offs were high and conversion rates were low.
I led the redesign of the loan experience in our new MyRaif app – working closely with engineers and analysts to streamline the flow and redesign how users explore and request loans.
Raiffeisen’s legacy app made it hard for users to apply for loans – the entry point was buried, the flow was overwhelming, and payment info was unclear. As a result, drop-offs were high and conversion rates were low.
I led the redesign of the loan experience in our new MyRaif app – working closely with engineers and analysts to streamline the flow and redesign how users explore and request loans.
+31%
Completion Rate
26%
Fewer drop-offs
+34
NPS post-launch
Role:
Role:
Sr. Product Designer (sole designer)
Sole designer
Team:
Team:
12 cross-functional members
12 cross-functional members
Timeline:
Timeline:
5-month
5-month
+31%
More successful
applications
26%
Fewer drop-offs
+34
NPS post-launch
What was broken
What was broken
Entry Point Was Buried
Entry Point Was Buried
Users had to dig into the “Personal Offers” tab just to find loan options – there was no clear entry point from the main navigation.
Users had to dig into the “Personal Offers” tab just to find loan options – there was no clear entry point from the main navigation.
Form Was Overloaded
Form Was Overloaded
All loan fields were packed into one screen – overwhelming users and offering no guidance for big financial decisions.
All loan fields were packed into one screen – overwhelming users and offering no guidance for big financial decisions.
Voices from Research
Taras, 41,
business owner
Taras, 41,
businessman
"I didn’t even know loans were available in the app. I thought I had to go to a branch."
"I didn’t even know loans were available in the app. I thought I had to go to a branch."
01
Olena, 34,
freelancer
“I kept looking for a ‘Loans’ section but couldn’t find anything – had to call support.”
“I kept looking for a ‘Loans’ section but couldn’t find anything – had to call support.”
02
Dmytro, 59,
sales rep
“The form looked scary. I gave up halfway because I wasn’t sure what info they needed.”
“The form looked scary. I gave up halfway because I wasn’t sure what info they needed.”
03
Viktoria, 28,
accountant
“It felt like filling out a mortgage – all in one screen, no explanation.”
“It felt like filling out a mortgage – all in one screen, no explanation.”
04
What I Changed
What I Changed
What I Changed
Clear Entry Point
Clear Entry Point
Added a “Loans” tab for instant access and clear visibility of credit options.
Added a “Loans” tab for instant access and clear visibility of credit options.
Streamlined Flow
Streamlined Flow
Broke the flow into simple, guided steps – reducing friction and decision fatigue.
Broke the flow into simple, guided steps – reducing friction and decision fatigue.
End-to-End Flow Preview
End-to-End Flow Preview
End-to-End Flow Preview
This is what users now see – a faster, more intuitive loan experience that matches their expectations.
This is what users now see – a faster, more intuitive loan experience that matches their expectations.
What Improved
What Improved
Redesign led to higher conversion, smoother flow, and happier users – backed by 4 key metrics.
Redesign led to higher conversion, smoother flow, and happier users – backed by 4 key metrics.
Key Learnings
Key Learnings
Make Value Instantly Visible
Users shouldn’t have to search for what matters – show key info like payment details and actions upfront.
Users shouldn’t have to search for what matters — show key info like payment details and actions upfront.
Make Value Instantly Visible
Visual simplicity wins
Breaking down complex flows into clear, bite-sized steps builds user confidence and reduces overwhelm.
Continuous iteration after launch helped us ship meaningful improvements based on real user pain.
Post-launch matters
Visual simplicity wins
Breaking down complex flows into clear, bite-sized steps builds user confidence and reduces overwhelm.
Post-launch matters
Continuous iteration after launch helped us ship meaningful improvements based on real user pain.