OpenBank

OpenBank

Open Bank stands as an award-winning fintech corporation

boasting a substantial user base of 3.7 million active users.

About

About

In my role as a Senior Product Designer, I successfully implemented a bottom tap-bar navigation system to enhance conversion rates and optimize the overall user experience.

In my role as a Senior Product Designer, I successfully implemented a bottom tap-bar navigation system to enhance conversion rates and optimize the overall user experience.

Timeline

This task was accomplished within a single sprint, spanning two weeks. It was a challenging design assignment initiated by our business stakeholders who were eager to bolster the conversion rates among our bank's B2B clientele.

This task was accomplished within a single sprint, spanning two weeks. It was a challenging design assignment initiated by our business stakeholders who were eager to bolster the conversion rates among our bank's B2B clientele.

My role

In my role as the Senior Product Designer and a team lead, I led the end-to-end design process, encompassing research, design, and testing. I fostered direct collaboration with design leads, product owners, project managers, UX researchers, and developer team leads.

In my role as the Senior Product Designer and a team lead, I led the end-to-end design process, encompassing research, design, and testing. I fostered direct collaboration with design leads, product owners, project managers, UX researchers, and developer team leads.

Approach

Through comprehensive market research, I substantiated a discernible trend: the increasing adoption of the bottom navigation bar (or tab bar) in web products. This realization marked a pivotal step in our web app transformation journey, enabling us to significantly reduce the number of taps necessary to achieve a purchase conversion.


Through comprehensive market research, I substantiated a discernible trend: the increasing adoption of the bottom navigation bar (or tab bar) in web products. This realization marked a pivotal step in our web app transformation journey, enabling us to significantly reduce the number of taps necessary to achieve a purchase conversion.

Problem

Problem

The Open Bank B2B segment product exhibited a complex user flow pattern,

contributing to a lower conversion rate.

The Open Bank B2B segment product exhibited a complex user flow pattern,

contributing to a lower conversion rate.

Context

To effectively manage the extensive range of products and services provided by the bank, a strategic segmentation is necessary. This entails categorizing available options to cater to different client types and their specific requests.

For our B2B clients, there is a dedicated category that can be accessed with just three taps.

This involves navigating through a horizontal scroll menu in the navbar, followed by a quick visit to the burger menu,

and concluding with one more step through a dropdown menu.

Reducing the number of clicks required is crucial, as excessive clicks can lead to higher bounce rates and lower conversion rates.

To effectively manage the extensive range of products and services provided by the bank, a strategic segmentation is necessary. This entails categorizing available options to cater to different client types and their specific requests.

For our B2B clients, there is a dedicated category that can be accessed with just three taps.

This involves navigating through a horizontal scroll menu in the navbar, followed by a quick visit to the burger menu,

and concluding with one more step through a dropdown menu.

Reducing the number of clicks required is crucial, as excessive clicks can lead to higher bounce rates and lower conversion rates.

Solution

Solution

Tap-bar + action sheet

Create a dynamic navigation bottom bar (tap-bar) that can change and adapt to the user's chosen category dynamically. Streamline the user flow and create visually appealing promotions.

Create a dynamic navigation bottom bar (tap-bar) that can change and adapt to the user's chosen category dynamically. Streamline the user flow and create visually appealing promotions.

2-taps access to importaint categories

2-taps access to importaint categories

Dynamic caption and icon for each button

Dynamic caption and icon for each button

Hide on scroll to save screen space

Hide on scroll to save screen space

Research

Our bank's web product was lacking a dynamic navigation bottom bar (tap-bar), which is commonly used in banking apps.
Research shows that implementing a tapbar can significantly improve user experience and conversion rates.

As a disruptive innovation, I proposed adding a tapbar to our web product to provide a native app-like experience for users.
In addition to the tapbar, I also recommended implementing an action sheet as a second-level navigation menu.
This combination would streamline the user flow and allow for visually appealing promotions and highlights.
Overall, this ultimate native solution would enhance our web product and increase customer satisfaction.

Research

Our bank's web product was lacking a dynamic navigation bottom bar (tap-bar), which is commonly used in banking apps.
Research shows that implementing a tapbar can significantly improve user experience and conversion rates.

As a disruptive innovation, I proposed adding a tapbar to our web product to provide a native app-like experience for users.
In addition to the tapbar, I also recommended implementing an action sheet as a second-level navigation menu.
This combination would streamline the user flow and allow for visually appealing promotions and highlights.
Overall, this ultimate native solution would enhance our web product and increase customer satisfaction.

Research

Our bank's web product was lacking a dynamic navigation bottom bar (tap-bar), which is commonly used in banking apps.
Research shows that implementing a tapbar can significantly improve user experience and conversion rates.

As a disruptive innovation, I proposed adding a tapbar to our web product to provide a native app-like experience for users.
In addition to the tapbar, I also recommended implementing an action sheet as a second-level navigation menu.
This combination would streamline the user flow and allow for visually appealing promotions and highlights.
Overall, this ultimate native solution would enhance our web product and increase customer satisfaction.

VTB bank

SBER

Alfa bank

Tinkoff

Competitors

Competitors

Competitors

Analysis

Analysis

Utilizing a bottom navigation bar offers numerous advantages, such as providing users with clear and consistent navigation prompts that display current and available options. This reduces confusion and cognitive strain, allowing users to form a solid understanding of your product's structure and functionality.

Utilizing a bottom navigation bar offers numerous advantages, such as providing users with clear and consistent navigation prompts that display current and available options. This reduces confusion and cognitive strain, allowing users to form a solid understanding of your product's structure and functionality.

Conclusion

Conclusion

A poorly designed site menu can discourage users from exploring your website. It is crucial to have a consistent, native and user-friendly menu that allows visitors to easily navigate and understand the structure of your site.

Our bank b2b department experienced a significant boost in conversion rate by 37% after incorporating a bottom navbar into the website design.

A poorly designed site menu can discourage users from exploring your website. It is crucial to have a consistent, native and user-friendly menu that allows visitors to easily navigate and understand the structure of your site.

Our bank b2b department experienced a significant boost in conversion rate by 37% after incorporating a bottom navbar into the website design.

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