VTB Bank
Year
2020 – 2021
Industry
Banking, Fintech
Role
Design chapter lead
Services
UX-research
Design delivery
About the project
As part of my work at VTB, I served as a Chapter Lead in one of the streams and was directly involved in the creation of two key products — a loyalty program for small and medium-sized businesses (SMBs) and All-in Pricing.
One of the main challenges was the integration and interaction with three different design systems, each with its own unique characteristics and limitations. Additionally, the lack of established processes during the bank's transformation phase added complexity, requiring flexibility and the ability to adapt quickly to change.
One of the main challenges was the integration and interaction with three different design systems, each with its own unique characteristics and limitations. Additionally, the lack of established processes during the bank's transformation phase added complexity, requiring flexibility and the ability to adapt quickly to change.
The Business league
The Business league loyalty program encouraged entrepreneurs to transition their businesses to VTB and adopt additional banking products. Participants gained exclusive benefits that simplified business operations compared to standard terms. While the program was accessible across platforms, the majority of interactions took place through the mobile app, making it the primary touchpoint for users.
To identify the benefits that would resonate most with our target audience, we conducted a comprehensive research initiative involving entrepreneurs and small-to-medium business owners. Through surveys, interviews, and analysis of behavioral patterns, we gained deep insights into their priorities and pain points.The research revealed what truly adds value to their businesses, such as cost-saving opportunities, streamlined processes, and personalized support. Additionally, we uncovered the key factors they consider when choosing a bank for their operations — including reliability, ease of access to services, tailored solutions, and the potential for long-term partnerships.This research became the foundation for shaping the loyalty program’s benefits, ensuring that every aspect was aligned with the real needs and expectations of our users.
We then focused on refining the mechanics of the program’s tier system, determining how the levels would function and what conditions users would need to meet to progress to the next tier. This involved defining clear criteria for advancement, such as transaction volumes, product adoption, and overall engagement with VTB’s services.Several pilot projects were conducted to test these mechanics in real-world scenarios. Based on the results and user feedback, the initial conditions for tier progression were revised to better align with user behavior and to ensure the program remained both achievable and motivating for participants. This iterative approach allowed us to create a system that was both effective and engaging for our target audience.
Product page
The product card was designed to showcase not only the value of special offers from the bank and its partners but also to provide clear terms and a straightforward guide for activation. It served as a transparent and actionable touchpoint, ensuring users could easily understand the benefits and take the necessary steps to access them.
Knowledge base
Since the program was focused on businesses and banking services tailored for them, providing clear technical and legal information was critical. To meet this need, we analyzed feedback from the pilot projects and identified the most common user questions. These were compiled into a structured and user-friendly database, offering detailed answers to ensure that businesses could quickly access the information necessary for making confident decisions.
Desktop
The desktop version of the application was developed within the framework of a different design system and followed a distinct set of guidelines. This required close collaboration between teams to ensure consistency in user experience and branding across platforms, despite the differences in visual and functional standards. It also presented a unique challenge in aligning the desktop interface with the mobile application, while still adhering to the specific requirements of the desktop environment.
These differences impacted not only the visual appearance of the program but also the structure and presentation of its content. The desktop version required adjustments in how information was organized and displayed, with a greater focus on detailed data and features tailored for a larger screen format. This meant rethinking the way offers, conditions, and activation steps were presented to ensure clarity and usability, while still aligning with the overall goals of the loyalty program.
We also needed to address differences in the application’s architecture, security protocols, and core logic. The desktop version demanded a more advanced approach to data processing and integration to meet higher security requirements typical for business banking solutions. Additionally, the program’s logic had to be adjusted to align with the desktop platform’s technical specifications, ensuring smooth operation and consistency with the mobile version. These challenges required close collaboration between design, development, and security teams to deliver a cohesive and reliable user experience.
All-in Pricing
The All-in Pricing Calculator is a tool used to analyze the profitability of deals between clients and the bank. It provides a quick and efficient way to estimate the revenue generated by various products, tailored to the specifics of a particular organization. The tool is primarily aimed at bank employees in relevant departments, helping them make informed decisions and structure more advantageous client deals.
Initial state & research
The product had been operational for some time, but its visual design, information structure, and the overall efficiency of its functionality remained areas of concern. These aspects required reassessment to ensure they met user needs and supported seamless workflows for bank employees.
We launched a series of research sessions to assess user satisfaction with the product, uncover pain points, and gain a deeper understanding of their workflows. The sessions explored users' tasks, how they were executed in practice, deviations from official guidelines, and the actual time required to complete each task. These insights helped identify opportunities to enhance the product and better support user needs.
We meticulously examined and analyzed every process and task within our application to identify the most efficient solutions and streamline workflows. This deep dive also helped us distinguish the boundaries between what could be optimized digitally and where regulatory constraints came into play, ensuring compliance while improving overall user experience.
Main page
In the All-in Pricing (AiP) tool, specialists generate scenarios to calculate the PnL (Profit and Loss) for individual deals. Since each specialist can work on multiple scenarios at once, it’s crucial for them to easily separate their own scenarios from those of their colleagues and quickly locate scenarios based on their status. Previously, all scenarios were stored in a single, unorganized list, making it difficult to navigate and manage them efficiently.
We also optimized the workflow and screen layout by combining the scenario list and the scenario details into a single view. This redesign allowed users to access and manage their scenarios more efficiently without losing any critical information, ensuring a seamless and intuitive experience.
Product cards
Based on our research, we streamlined the forms within product cards by identifying the most commonly used fields, organizing them into logical groups, and removing irrelevant elements. This process led to a standardized approach for structuring product cards and arranging their content, enhancing both usability and consistency throughout the system.
This approach allowed us to eliminate visual clutter, declutter the forms, and reduce completion time by 30%. It also significantly lowered the number of support requests, as users found the forms easier to navigate and complete.
