We relaunched one of the best-selling services using customer feedback.
Timeline
One month for design, research and approvals.
Team
Product manager, business analyst, frontend developer and me as product designer, working with a systems analyst and leaders of related channels.
Users
VTB Business and Company Checks users
Design system
Built entirely with VTB's internal design system.
Entry points
Four entry points: the marketplace, quick actions, the reliability indicator and the supplier payment flow.
Process
Research the existing journey and identify pain points
Gather requirements and sketch solutions
Test designs
Refine and obtain approvals
About the service
Company Checks was one of the bank's best-selling services and the only one available entirely within banking.
User pain points
Users complained that company check reports contained too little information.
Persistent advertising also frustrated customers, including those who had already purchased the service.
The report was not always immediately visible after purchase.
Users could not see their subscription status.
The home page indicator for a customer's own company was also unclear.
We decided to change partners and launch an improved service.
Entry points
Four entry points to the service in online banking
Search page
Added access to service information, including the subscription expiry date and plan details.
Check results
Previously, subscribers and trial users saw the same results page, with advertising above the report download button. We moved the report CTA to the top and removed advertising for subscribers.
Testing
I tested the new designs and shared user expectations with the product owner to inform future planning.
Success criteria
We planned to measure whether a sample report improved purchase conversion from the landing page and check results. We also wanted to compare activation clicks by indicator status and reduce support requests.
More details: April 2025
The project is covered by a pre-release NDA. I can discuss further details in an interview where permitted by the confidentiality agreement.