Alfa Bank
I designed investment experiences for Alfa Bank's mobile app and Alfa Online, working with the Alfa Investments and GoInvest teams.
In a team of five designers, I worked on accounts, asset purchases and the investment home. Our focus was on beginners, while supporting experienced investors. I also helped improve design reviews, backlog prioritisation and team demos.
Invest directly from your bank account
People abandoned purchases when their brokerage account had insufficient funds. Topping it up meant leaving the purchase flow, and many never returned.
We let customers pay from a bank account instead. Behind the scenes, the money moves to their brokerage account and the trade goes through, without an extra step.
Customers with multiple brokerage accounts can also choose where to receive their assets.
After quantitative testing and copy refinements, we launched. 25% of all trades were paid for from bank accounts, with the share growing each month.
Investment ideas, made clear
Together with Alfa Investments, we launched investment ideas from the bank's financial specialists, helping customers understand when to buy or sell a stock.
User interviews helped us focus each card on what beginners needed most. Clear statuses explain whether an idea is still relevant, while detail pages explain the reasoning behind it.
A link to Alfa Investments gives customers access to more ideas as they become more confident.
Ideas became the second most popular section among beginner investors.
A clearer investment home
The old home screen made products look alike. Customers struggled to find their holdings, choose investments and notice relevant offers.
Research with beginners and experienced investors shaped a new layout: portfolio information and contextual guidance at the top, followed by two focused views.
For you brings together learning, personalised collections and interactive tools. Markets today groups market information and investment opportunities.
The design was aligned with the investment and business teams. At the time of this case study, the next steps were server-driven UI implementation and A/B testing individual widgets.