Platforms: iOS, Android
Platforms: iOS, Android
Release: January, 2025
Release: January, 2025
→ intro.
↓ intro.
In a competitive banking landscape, fast and intuitive loan applications are crucial for user satisfaction and business success. However, Raiffeisen Bank Ukraine’s outdated app led to frustrated users and a high loan drop-off rate (45%)—hindering growth.
As the Product Designer responsible for the credit domain, I redesigned the Cash Loans experience to reduce friction, improve conversion, and enhance usability. This case study highlights how our user-centered approach led to a 58% drop-off reduction, a 41% increase in open loans per month, and an NPS boost to 88%.
In a competitive banking landscape, fast and intuitive loan applications are crucial for user satisfaction and business success. However, Raiffeisen Bank Ukraine’s outdated app led to frustrated users and a high loan drop-off rate (45%)—hindering growth.
As the Product Designer responsible for the credit domain, I redesigned the Cash Loans experience to reduce friction, improve conversion, and enhance usability. This case study highlights how our user-centered approach led to a 58% drop-off reduction, a 41% increase in open loans per month, and an NPS boost to 88%.
→ business & user problem statements.
↓ business & user problem statements.
Business Problem
Business Problem
The outdated loan application process in Raiffeisen Bank Ukraine’s legacy app led to a 45% drop-off rate, making it difficult to retain and convert users. Limited functionality and an unintuitive interface resulted in missed revenue opportunities and low customer engagement.
With the launch of MyRaif, our goal was to modernize the user experience, reduce friction, and drive loan conversions, directly impacting Raiffeisen Bank’s growth strategy.
The outdated loan application process in Raiffeisen Bank Ukraine’s legacy app led to a 45% drop-off rate, making it difficult to retain and convert users. Limited functionality and an unintuitive interface resulted in missed revenue opportunities and low customer engagement.
With the launch of MyRaif, our goal was to modernize the user experience, reduce friction, and drive loan conversions, directly impacting Raiffeisen Bank’s growth strategy.
User Problem
User Problem
Users struggled with an unclear loan application flow, feeling lost when trying to start an application and overwhelmed by cluttered, complex screens.
Additionally, key information—such as payment schedules and amounts—was difficult to access, forcing users to navigate multiple steps and creating uncertainty. Our redesign aimed to simplify, clarify, and empower users with a more intuitive loan experience.
Users struggled with an unclear loan application flow, feeling lost when trying to start an application and overwhelmed by cluttered, complex screens.
Additionally, key information—such as payment schedules and amounts—was difficult to access, forcing users to navigate multiple steps and creating uncertainty. Our redesign aimed to simplify, clarify, and empower users with a more intuitive loan experience.
→ team & role.
↓ team & role.
As a Senior Product Designer, I collaborated closely with a team that included a Delivery Manager, Product Manager, Business Analyst, Data Analyst, iOS Developer, Android Developer, two Backend Engineers, a QA Engineer, and a DevOps Engineer.
I led design and product-related efforts, managed stakeholders, conducted user interviews, carried out usability tests, organized team workshops, analyzed competitors, and defined our design goals and metrics.
As a Senior Product Designer, I collaborated closely with a team that included a Delivery Manager, Product Manager, Business Analyst, Data Analyst, iOS Developer, Android Developer, two Backend Engineers, a QA Engineer, and a DevOps Engineer.
I led design and product-related efforts, managed stakeholders, conducted user interviews, carried out usability tests, organized team workshops, analyzed competitors, and defined our design goals and metrics.
→ results.
↓ results.
→ challenges.
↓ challenges.
Creating and delivering a product from scratch.
Navigating design system restrictions (shared across Raiffeisen Bank entities in different countries).
Managing multiple stakeholders.
Addressing various technical and compliance limitations.
Developing expertise in the loan domain.
Creating and delivering a product from scratch.
Navigating design system restrictions (shared across Raiffeisen Bank entities in different countries).
Managing multiple stakeholders.
Addressing various technical and compliance limitations.
Developing expertise in the loan domain.
→ process.
↓ process.
Research & Discovery
Research & Discovery
Conducted stakeholder interviews to gather expectations and constraints
Conducted stakeholder interviews to gather expectations and constraints
Leveraged Ipsos research for user insights and competitive analysis
Leveraged Ipsos research for user insights and competitive analysis
Conducted user interviews to understand experiences with our old app and competitors
Conducted user interviews to understand experiences with our old app and competitors
Collaboration & Ideation
Collaboration & Ideation
Mapped current (as-is) and future (to-be) Customer Journeys to prioritize improvements
Mapped current (as-is) and future (to-be) Customer Journeys to prioritize improvements
Facilitated a Service Blueprint workshop to address technical dependencies
Facilitated a Service Blueprint workshop to address technical dependencies
Engaged the team in ideation exercises like Crazy 8’s
Engaged the team in ideation exercises like Crazy 8’s
Developed solutions based on hypotheses and research findings
Developed solutions based on hypotheses and research findings
Validation & Iteration
Validation & Iteration
Validated designs through usability testing and surveys
Validated designs through usability testing and surveys
Followed an iterative approach: designing, testing, and refining
Followed an iterative approach: designing, testing, and refining
→ insights.
↓ insights.
I gained several insights from user feedback and research, which guided the final design.
I gained several insights from user feedback and research, which guided the final design.
Speed Matters
Speed Matters
Research showed that 80%+ of users valued speed in the loan application process. While I couldn’t change the bank’s processing time,
I redesigned the interface to reduce cognitive load, clarify expectations, and guide users through a faster, more efficient flow.
Research showed that 80%+ of users valued speed in the loan application process. While I couldn’t change the bank’s processing time,
I redesigned the interface to reduce cognitive load, clarify expectations, and guide users through a faster, more efficient flow.
Users Want Control
Users Want Control
Users felt uneasy about not knowing their future payments. I addressed this by designing a clear, interactive payment schedule, so users could adjust terms and instantly see the impact.
Users felt uneasy about not knowing their future payments. I addressed this by designing a clear, interactive payment schedule, so users could adjust terms and instantly see the impact.
Clarity Over Complexity
Clarity Over Complexity
The previous app overwhelmed users with cluttered, dense loan configurations. By breaking it into a step-by-step flow, I simplified decision-making—leading to higher engagement and reduced drop-offs.
The previous app overwhelmed users with cluttered, dense loan configurations. By breaking it into a step-by-step flow, I simplified decision-making—leading to higher engagement and reduced drop-offs.
→ examples.
↓ examples.
Comparing the old and new loan application processes showed tangible improvements: SUM scores rose to 86%, NPS to 88%, average open loans per month increased by 31%, and the loan application drop-off rate decreased significantly by 38%.
Here are two key examples that drove these results:
Comparing the old and new loan application processes showed tangible improvements: SUM scores rose to 86%, NPS to 88%, average open loans per month increased by 31%, and the loan application drop-off rate decreased significantly by 38%.
Here are two key examples that drove these results:
Discoverability
Discoverability
In the old app, users could only access the cash loan application through the personal offers section on the main screen, making it difficult for them to locate the starting point.
In the old app, users could only access the cash loan application through the personal offers section on the main screen, making it difficult for them to locate the starting point.
I introduced a dedicated “Loans” tab in the new app, allowing users to find and begin their applications easily.
I introduced a dedicated “Loans” tab in the new app, allowing users to find and begin their applications easily.
Simplicity
Simplicity
The old app presented all loan configuration options on a single screen, overwhelming users with information.
The old app presented all loan configuration options on a single screen, overwhelming users with information.
I simplified this by breaking the configuration process down into several steps, which improved understanding and user satisfaction.
I simplified this by breaking the configuration process down into several steps, which improved understanding and user satisfaction.
→ iterations.
↓ iterations.
Dashboard Iteration
Dashboard Iteration
I initially hypothesized that users would find value in viewing archived loans. However, after gathering more data, conducting user interviews, and performing usability tests, I discovered that this functionality wasn’t relevant to our users. With these insights in hand, I decided to move to the next iteration.
I initially hypothesized that users would find value in viewing archived loans. However, after gathering more data, conducting user interviews, and performing usability tests, I discovered that this functionality wasn’t relevant to our users. With these insights in hand, I decided to move to the next iteration.
Second Iteration: Focus on Payments and Maturity Dates
In the second version, I removed the archived loans feature and shifted the focus to highlighting payments and maturity dates. Testing showed that this approach resonated well with users, and I felt confident that the dashboard was ready for production.
Post-Launch Feedback and Final Adjustment
Once the new dashboard was live, I collected user feedback indicating that the displayed information was still insufficient. Users preferred not to click into loan details to access key information, such as the next payment amount and the total amount due. I made further adjustments to address these concerns.
Final Outcome and Results
In the final version, I successfully resolved these issues, resulting in a significant increase in user satisfaction, as reflected in our improved Net Promoter Score (NPS).
Second Iteration: Focus on Payments and Maturity Dates
In the second version, I removed the archived loans feature and shifted the focus to highlighting payments and maturity dates. Testing showed that this approach resonated well with users, and I felt confident that the dashboard was ready for production.
Post-Launch Feedback and Final Adjustment
Once the new dashboard was live, I collected user feedback indicating that the displayed information was still insufficient. Users preferred not to click into loan details to access key information, such as the next payment amount and the total amount due. I made further adjustments to address these concerns.
Final Outcome and Results
In the final version, I successfully resolved these issues, resulting in a significant increase in user satisfaction, as reflected in our improved Net Promoter Score (NPS).
Loan Application Iteration
Loan Application Iteration
Initially, I aimed to leverage design elements from the old app, believing that keeping a familiar style would simplify the user experience. However, this approach proved too complex. Users struggled to enter a specific loan amount without relying on the slider, and the overall feedback I received was mediocre, emphasizing the need for a more streamlined approach.
Initially, I aimed to leverage design elements from the old app, believing that keeping a familiar style would simplify the user experience. However, this approach proved too complex. Users struggled to enter a specific loan amount without relying on the slider, and the overall feedback I received was mediocre, emphasizing the need for a more streamlined approach.
Solution: Streamlined Two-Step Process
In response, I restructured the application process into two steps, enabling users to select the loan amount and loan term separately. This adjustment resonated well with users, significantly improving their experience and reducing the loan application drop-off rate by 38%. The new process also resulted in a substantial increase in SUM scores, which, in turn, positively impacted our business metrics.
Solution: Streamlined Two-Step Process
In response, I restructured the application process into two steps, enabling users to select the loan amount and loan term separately. This adjustment resonated well with users, significantly improving their experience and reducing the loan application drop-off rate by 38%. The new process also resulted in a substantial increase in SUM scores, which, in turn, positively impacted our business metrics.
Loan Term Iteration
Loan Term Iteration
During my research, I identified an opportunity to improve the loan term screen. Users shared that they wanted a clear view of their potential monthly payments.
During my research, I identified an opportunity to improve the loan term screen. Users shared that they wanted a clear view of their potential monthly payments.
I introduced a slider feature that allows them to quickly see both the maximum and minimum monthly payment amounts. This addition made it much easier for users to understand their payment options at a glance.
I introduced a slider feature that allows them to quickly see both the maximum and minimum monthly payment amounts. This addition made it much easier for users to understand their payment options at a glance.
→ learnings.
↓ learnings.
The Importance of Real-Time Feedback
The Importance of Real-Time Feedback
I initially assumed that placing key loan details inside loan screens was enough. However, post-launch feedbackrevealed that users wanted this information directly on the dashboard. This experience reinforced the importance of continuous iteration.
I initially assumed that placing key loan details inside loan screens was enough. However, post-launch feedbackrevealed that users wanted this information directly on the dashboard. This experience reinforced the importance of continuous iteration.
User-Centered Design Wins
User-Centered Design Wins
By consistently testing with users and refining our designs, we created a loan experience that exceeded expectations—proving that even in regulated industries, great UX is possible.
By consistently testing with users and refining our designs, we created a loan experience that exceeded expectations—proving that even in regulated industries, great UX is possible.
→ next steps.
↓ next steps.
Enhancing Loan Repayment Experience
Enhancing Loan Repayment Experience
Building on the application process improvements, I plan to design an intuitive loan repayment feature that simplifies how users manage and track payments, integrating features like automatic reminders and a user-friendly payment schedule.
Building on the application process improvements, I plan to design an intuitive loan repayment feature that simplifies how users manage and track payments, integrating features like automatic reminders and a user-friendly payment schedule.
Continuous Iteration and Testing
Continuous Iteration and Testing
To maintain and enhance the user experience, I will continue collecting user feedback, conducting usability tests, and iterating on the design. This approach will keep the Cash Loans feature responsive to user needs and aligned with Raiffeisen Bank Ukraine’s objectives.
To maintain and enhance the user experience, I will continue collecting user feedback, conducting usability tests, and iterating on the design. This approach will keep the Cash Loans feature responsive to user needs and aligned with Raiffeisen Bank Ukraine’s objectives.