VTB
VTB is one of the leading universal banks of Russia. VTB Bank and its subsidiaries form a leading Russian financial group – VTB Group, offering a wide range of banking services and products in Russia, CIS, Europe, Asia, Africa, and the U.S.
CLIENT: VTB Online Bank
UX/UI CASE STUDY: Super App for Car Drivers
Jul 2021 – Sep 2021
DESIGN TEAM: Aliona Kim, Andrey Bikanin, Iliya Bahmutov
MY ROLE: Product Thinking, Information Architecture, Interaction, Visual Design, Prototyping & Testing, Buying Insurance Script
FINAL PRESENTATION: youtube.com/watch
CLIENT: VTB Online Bank
UX/UI CASE STUDY: Super App for Car Drivers
Jul 2021 – Sep 2021
DESIGN TEAM: Aliona Kim, Andrey Bikanin, Iliya Bahmutov
MY ROLE: Product Thinking, Information Architecture, Interaction, Visual Design, Prototyping & Testing, Buying Insurance Script
FINAL PRESENTATION: youtube.com/watch
In June 2021, VTB Bank, together with the British Higher School of Art and Design, in search of talented product designers, award grants for a UX/UI course. The winners would have the opportunity to work on real cases for the VTB-Online app. At the end of the course, successful candidates would receive an offer from the bank. I was very lucky, I won a grant and also got into a strong team, where we had worked on a brief: everything for car drivers.
THE PROBLEM WAS
There are people using a car, but often, all the necessary financial transactions related to cars are scattered in various apps:
- Fine payments
- Parking
- Buying insurance
-
And many others
THE GOAL WE WANTED TO ACHIEVE
Attract as many users as possible to online payments related to cars in the VTB Online app.
OUR SOLUTION
Our team conducted user interviews to discover what car drivers prefer about their current financial transactions. The findings quickly turned into Lo-Fi wireframes.
To speed up the process and reach as many car drivers as possible, we launched an online poll. We found 10 users that fell within our personas and interviewed them face-to-face with 3 goals in mind:
- Classify the most frequent financial transactions related to cars.
- Identify user pain points to their current financial transactions.
- Understand how the VTB-online app can solve the issue.
We had 12 weeks to solve the problem. Our process was divided into 4 phases for 1 month to tackle.
- User research & Product thinking
- UX solutions
- Visual design, prototyping & testing
Testing our prototype allows our team to iterate on design before launch, and helps us to deliver a successful product.
Our team developed a convinient script for adding a vehicle.
Our script of fine payments allows users to pay quickly, simple, and without troubles.
Although, insurance is generally bought directly through an insurer or through independent agents and commercial brokers who provide access to the products of several insurers, we developed a convinient script for buying isurance in VTB-Online app.
IMPACT & OUTCOME
Our solution was highly appreciated by the product team of VTB Bank and the rest of the jury. We received a lot of positive feedback, and each of the team members received an offer from the bank.
REFLECTION
Designing and solving problems for car drivers who need to pay regularly, but lack the toolkit to do so.
This highlighted my entire experience, as I had a chance to feel the empathetic mindset and process of a product designer. As a designer who has the same problems as my users have, all I need is empathy, curiosity, and constant iteration to design experience that can get these users motivated in their workflow again. With these elements, I have learned that I can create meaningful relationships with users that can ultimately shape the end result of our product into an unimaginable scale.
ONE MORE THING
In addition to teamwork, one of the tasks was to create the personal wireframes without reference to the UI Kit and the corporate identity of VTB Bank. I wanted to keep it in a minimalist style, but added bright elements to the UI.
