Platforms: iOS, Android
Platforms: iOS, Android
Release: March, 2025
Release: March, 2025
→ intro.
↓ intro.
Many users of Raiffeisen Bank's old app struggled to open a credit card. Confusing navigation, unclear terms, and hidden fees led to frustration and high drop-off rates.
My goal was to redesign the credit card application flow to reduce friction, improve transparency, and increase conversions.
Many users of Raiffeisen Bank's old app struggled to open a credit card. Confusing navigation, unclear terms, and hidden fees led to frustration and high drop-off rates.
My goal was to redesign the credit card application flow to reduce friction, improve transparency, and increase conversions.
→ business & user problem statements.
↓ business & user problem statements.
Business Problem
Business Problem
Raiffeisen Bank Ukraine’s legacy app struggled to support the bank's growth, as the credit application process was overly complex and led to missed conversion opportunities.
To meet market demands, the bank needed a new, more effective credit card application flow that would lower application drop-off rates and improve user engagement with credit products.
Raiffeisen Bank Ukraine’s legacy app struggled to support the bank's growth, as the credit application process was overly complex and led to missed conversion opportunities.
To meet market demands, the bank needed a new, more effective credit card application flow that would lower application drop-off rates and improve user engagement with credit products.
User Problem
User Problem
In the old app, users faced difficulty navigating the credit card application process and understanding essential credit information.
They struggled to locate the starting point for opening a credit card, understand fees and repayment conditions, and differentiate between personal and credit funds—all of which led to confusion and frustration.
In the old app, users faced difficulty navigating the credit card application process and understanding essential credit information.
They struggled to locate the starting point for opening a credit card, understand fees and repayment conditions, and differentiate between personal and credit funds—all of which led to confusion and frustration.
→ team & role.
↓ team & role.
As a Senior Product Designer on a cross-functional team, I collaborated closely with the Product Manager to make key strategic decisions for this product.
I led all design and product-related initiatives, including stakeholder management, user interviews, usability testing, team workshops, competitive analysis, and setting design goals and metrics.
As a Senior Product Designer on a cross-functional team, I collaborated closely with the Product Manager to make key strategic decisions for this product.
I led all design and product-related initiatives, including stakeholder management, user interviews, usability testing, team workshops, competitive analysis, and setting design goals and metrics.
→ results.
↓ results.
→ challenges.
↓ challenges.
Designing and delivering a new product from scratch, with high standards for quality and functionality.
Navigating design system restrictions (shared across Raiffeisen Bank entities in different countries).
Managing numerous stakeholders with varying priorities and expectations.
Addressing extensive technical and compliance constraints that impacted design flexibility.
Meeting high expectations, as this was the bank’s flagship product.
Designing and delivering a new product from scratch, with high standards for quality and functionality.
Navigating design system restrictions (shared across Raiffeisen Bank entities in different countries).
Managing numerous stakeholders with varying priorities and expectations.
Addressing extensive technical and compliance constraints that impacted design flexibility.
Meeting high expectations, as this was the bank’s flagship product.
→ process.
↓ process.
Research & Discovery
Research & Discovery
I began by analyzing all available feedback from support teams and previous research to gain a comprehensive view of existing user challenges.
I began by analyzing all available feedback from support teams and previous research to gain a comprehensive view of existing user challenges.
Two primary pain points emerged:
Users had difficulty opening a credit card.
Users were confused about managing credit versus personal funds and understanding repayment timelines to stay within the grace period.
Two primary pain points emerged:
Users had difficulty opening a credit card.
Users were confused about managing credit versus personal funds and understanding repayment timelines to stay within the grace period.
Collaboration & Ideation
Collaboration & Ideation
I collaborated with the team to create a Customer Journey Map, Service Blueprint, and Value Proposition Canvas. This foundational work guided my approach to fully address user needs and improve our product's competitiveness in the market.
I collaborated with the team to create a Customer Journey Map, Service Blueprint, and Value Proposition Canvas. This foundational work guided my approach to fully address user needs and improve our product's competitiveness in the market.
Validation & Iteration
Validation & Iteration
Followed an iterative approach: designing, testing, and refining
Followed an iterative approach: designing, testing, and refining
→ examples.
↓ examples.
Comparing old vs. new credit card flows shows dramatic improvements:
Credit card opening rate: 29% growth
Credit card usage: 42% growth
Single usability metric (SUM): 33% increase
Net Promoter Score (NPS): 51% increase
Now let's examine these improvements through real-world examples.
Comparing old vs. new credit card flows shows dramatic improvements:
Credit card opening rate: 29% growth
Credit card usage: 42% growth
Single usability metric (SUM): 33% increase
Net Promoter Score (NPS): 51% increase
Now let's examine these improvements through real-world examples.
Credit card opening process
Credit card opening process
I simplified how users can open a credit card in our app by identifying and solving key navigation issues.
I simplified how users can open a credit card in our app by identifying and solving key navigation issues.
Before:
Credit card applications were hidden within the personal offers section
Users struggled to find where to start the process
Limited to a single, hard-to-find entry point
Before:
Credit card applications were hidden within the personal offers section
Users struggled to find where to start the process
Limited to a single, hard-to-find entry point
After:
Added a prominent “Loans” tab for direct access
Provided a second entry point in the accounts section on the home screen
After:
Added a prominent “Loans” tab for direct access
Provided a second entry point in the accounts section on the home screen
My solution, with improved navigation and dual entry points, led to a 29% increase in monthly credit card applications immediately after release. This outcome demonstrated how strategic placement and clear pathways could encourage more users to apply for credit cards
My solution, with improved navigation and dual entry points, led to a 29% increase in monthly credit card applications immediately after release. This outcome demonstrated how strategic placement and clear pathways could encourage more users to apply for credit cards
Credit card advantages screen
Credit card advantages screen
I recognized the importance of the credit card advantages screen, as it serves as the starting point for users to apply for a card.
In the old app, users struggled to find essential information on:
How to stay within the grace period
Understanding usage fees
Knowing how our credit card compared to competitor offerings
I recognized the importance of the credit card advantages screen, as it serves as the starting point for users to apply for a card.
In the old app, users struggled to find essential information on:
How to stay within the grace period
Understanding usage fees
Knowing how our credit card compared to competitor offerings
To address these issues, I reorganized the information into four user-validated categories, ensuring it aligned with their needs. I also redesigned the loan terms and conditions screen to clearly explain how the credit card works, including examples on maintaining the grace period.
Impact:
This new solution positively affected both business metrics and user satisfaction, directly addressing the main user pain points and enhancing user engagement and understanding.
To address these issues, I reorganized the information into four user-validated categories, ensuring it aligned with their needs. I also redesigned the loan terms and conditions screen to clearly explain how the credit card works, including examples on maintaining the grace period.
Impact:
This new solution positively affected both business metrics and user satisfaction, directly addressing the main user pain points and enhancing user engagement and understanding.
Homepage
Homepage
The main page lacked visibility on crucial credit card information. Users had trouble finding details about their credit usage, payment due dates, and grace period requirements. In the old app, this information was buried in the card details, leading to frustration and missed payments.
The main page lacked visibility on crucial credit card information. Users had trouble finding details about their credit usage, payment due dates, and grace period requirements. In the old app, this information was buried in the card details, leading to frustration and missed payments.
After analyzing user feedback and conducting interviews, I iterated on my designs and refined a solution through usability testing. In the new design, I brought all key information—such as credit usage, payment due dates, and grace period requirements—to the forefront on the home screen, eliminating the need for users to search through multiple sections.
Impact:
This redesign directly addressed all major user frustrations and significantly improved user satisfaction.
After analyzing user feedback and conducting interviews, I iterated on my designs and refined a solution through usability testing. In the new design, I brought all key information—such as credit usage, payment due dates, and grace period requirements—to the forefront on the home screen, eliminating the need for users to search through multiple sections.
Impact:
This redesign directly addressed all major user frustrations and significantly improved user satisfaction.
→ iterations.
↓ iterations.
Homepage iteration
Homepage iteration
The previous app had several issues displaying credit card information on the home screen. Users often told me they couldn’t easily find their monthly payment due dates, couldn’t distinguish between their personal funds and credit balances, and felt frustrated by the overall experience.
In my first redesign, I addressed these pain points by showing how much credit funds had been used and adding monthly payment information directly on the main screen. After running multiple usability testing sessions, I finalized this design for release. User satisfaction improved significantly compared to the previous version, but I wanted to make the experience even better, so I kept collecting feedback.
The previous app had several issues displaying credit card information on the home screen. Users often told me they couldn’t easily find their monthly payment due dates, couldn’t distinguish between their personal funds and credit balances, and felt frustrated by the overall experience.
In my first redesign, I addressed these pain points by showing how much credit funds had been used and adding monthly payment information directly on the main screen. After running multiple usability testing sessions, I finalized this design for release. User satisfaction improved significantly compared to the previous version, but I wanted to make the experience even better, so I kept collecting feedback.
Through continued feedback, interviews, and additional usability testing, I identified two specific improvements to refine the design:
Clearer Terminology: Users mentioned that “used” was still unclear, so I changed the label to “credit funds used,” which helped users immediately understand what funds were involved.
Direct Access to Payment Due Date: Although users appreciated seeing monthly payment info on the home screen, many still wanted the due date displayed there as well, without needing to click for details. I revised the design to show this date directly on the main screen.
These updates drove a 51% increase in NPS, demonstrating a marked improvement in user satisfaction and engagement.
Through continued feedback, interviews, and additional usability testing, I identified two specific improvements to refine the design:
Clearer Terminology: Users mentioned that “used” was still unclear, so I changed the label to “credit funds used,” which helped users immediately understand what funds were involved.
Direct Access to Payment Due Date: Although users appreciated seeing monthly payment info on the home screen, many still wanted the due date displayed there as well, without needing to click for details. I revised the design to show this date directly on the main screen.
These updates drove a 51% increase in NPS, demonstrating a marked improvement in user satisfaction and engagement.
Credit card advantages page iteration
Credit card advantages page iteration
The credit advantages screen plays a crucial role in user acquisition, as it's here that many users decide whether to open a credit card. With this in mind, I set out to improve this screen compared to the old app. Through in-depth interviews, I learned that users wanted to know exactly how our credit card stood out from competitors—and they preferred not to read about these benefits in a PDF format.
To address this, I initially designed a solution that highlighted our card’s benefits on the start screen. However, usability testing revealed that not all of the displayed benefits resonated with our users. To refine the solution, I created a survey to gather direct input on which credit card benefits mattered most to our audience. I also conducted card-sorting exercises to further clarify these priorities.
The credit advantages screen plays a crucial role in user acquisition, as it's here that many users decide whether to open a credit card. With this in mind, I set out to improve this screen compared to the old app. Through in-depth interviews, I learned that users wanted to know exactly how our credit card stood out from competitors—and they preferred not to read about these benefits in a PDF format.
To address this, I initially designed a solution that highlighted our card’s benefits on the start screen. However, usability testing revealed that not all of the displayed benefits resonated with our users. To refine the solution, I created a survey to gather direct input on which credit card benefits mattered most to our audience. I also conducted card-sorting exercises to further clarify these priorities.
The final solution presents our top four competitive advantages, organized by importance to users. By focusing on just four benefits, I ensured they all fit on the screen without requiring scrolling, allowing users to quickly grasp our value proposition.
This streamlined approach significantly improved user engagement, driving an 29% increase in credit card opening rate
The final solution presents our top four competitive advantages, organized by importance to users. By focusing on just four benefits, I ensured they all fit on the screen without requiring scrolling, allowing users to quickly grasp our value proposition.
This streamlined approach significantly improved user engagement, driving an 29% increase in credit card opening rate
→ learnings.
↓ learnings.
Turning User Feedback into Actionable Insights
Turning User Feedback into Actionable Insights
Throughout this project, I continuously gathered user feedback and monitored key metrics, focusing on how to improve the credit card experience. Working on this critical feature for the business reinforced an essential lesson: while business goals are important, focusing on the end user’s needs is key to long-term success.
Throughout this project, I continuously gathered user feedback and monitored key metrics, focusing on how to improve the credit card experience. Working on this critical feature for the business reinforced an essential lesson: while business goals are important, focusing on the end user’s needs is key to long-term success.
Designing for Trust & Transparency
Designing for Trust & Transparency
Our old app unintentionally encouraged missed payments. By prioritizing transparency and user trust, we saw a significant increase in engagement—proving that a user-first approach benefits both users and the business.
Our old app unintentionally encouraged missed payments. By prioritizing transparency and user trust, we saw a significant increase in engagement—proving that a user-first approach benefits both users and the business.
→ next steps.
↓ next steps.
Optimizing Through Iteration and Validation
Optimizing Through Iteration and Validation
I’ll continue refining the interface based on ongoing user feedback and data analysis, ensuring that the credit card experience remains both user-friendly and aligned with business goals.
I’ll continue refining the interface based on ongoing user feedback and data analysis, ensuring that the credit card experience remains both user-friendly and aligned with business goals.