Bonus plus app
Company overview
PrivatBank, Ukraine's largest commercial bank, plays a key role in the nation's financial system. Bonus Plus app is a loyalty program that allows users to earn up to 20% bonuses at partner stores.
Project goal
The goal is to align the app with the new brand identity while simplifying interactions to create a seamless UX. This redesign aims to boost engagement, satisfaction, and retention.
My role
I led research, wireframes, prototypes, and design, collaborating with stakeholders and developers to align user and business needs, driving satisfaction and loyalty program engagement.
Design process
I began the design process with user interviews to pinpoint areas for improvement in the app.
User interviews
While I already had insights from stakeholders, I wanted to speak with users before making any changes. I conducted user interviews with users to understand their problems and needs.
Main insights
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Outdated app design
The current design of the application lacks modern aesthetics and user-friendly interfaces. This outdated design can turn users away and make their experience less enjoyable. Updating the look of the app is important to keep it appealing to users
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Complicated and confusing navigation
Users find it hard to move around the app because the navigation is complicated. This confusion can frustrate users. Making the navigation simpler will help users find what they need more easily.
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Missing features from the website
Some new features that are available on the website are not included in the app. This inconsistency can confuse users and limit their engagement. Adding these features to the app is important for a better user experience
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Mandatory registration requirement
Users must register to use the app, which can be a hassle for new users. This requirement may lead some users to leave the app. Allowing guest access or making registration easier could encourage more people to try the app.
Information architecture
The next step was to create the overall information architecture, ensuring clear organization and structure. The primary objective in developing the information architecture was to prioritize the data sets. Throughout the process, I decided to create four main tabs, with the last tab designated for all the minor content.
Wireframing
The primary goal of the wireframes is to visualize the content that will be displayed on each screen and illustrate the functionalities that will be included. They help establish the hierarchy of information and serve as a communication tool among development, design, and the client.
Final design
As a result, I came up with a design solution based on usability testing results, new architecture and wireframes. I updated the user interface and added a new brand identity to improve the overall experience.
Design highlights
The new design addresses several key issues that previously hindered user experience and engagement. Below are the main problems resolved through this redesign.
Mandatory registration
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Problem
It is not possible to use the application without registration. After downloading and installing the app, users must log in, which delays their ability to access the content.
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Solution
Allow users to access the application without requiring registration initially, requesting it only when necessary. Additionally, enable users to log in through the "Profile" tab.
Complicated and confusing navigation
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Problem
The navigation has poor user experience because the main content and minor content are placed on the same level. This setup makes it challenging for users to navigate through the content.
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Solution
Organize the navigation and create a clear information structure. Separate the main content from the minor content and use a tab bar for navigating the main content.
Main content is missing
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Problem
Only a small number of users register for "Promotions," even though these are the most beneficial offers, because they can't find it in the app.
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Solution
To encourage users to take advantage of "Promotions," it should be placed on the main page. This way, every time users open the app, they will see the best deals and have the opportunity to participate in them.
Impact
Faster access to content
By allowing users to access the app without requiring immediate registration, we significantly reduced the entry barrier, resulting in quicker access to content and improved first-time user satisfaction. This streamlined the user journey, as they could explore the app freely and only register when necessary, leading to increased user retention and conversion rates over time.
Improved navigation experience
The restructured navigation with a clear separation between main and minor content improved the overall user experience. Users could now seamlessly navigate through the app by implementing a tab bar for easy access to the main content. This change led to reduced friction, faster content discovery, and higher engagement rates, as users no longer had to struggle to find key features.
Increased participation in promotions
By placing "Promotions" on the main page, the visibility of offers significantly increased. As a result, users were more likely to notice and engage with these beneficial deals. This strategic move led to a substantial boost in the number of users participating in promotions, driving higher app activity and user satisfaction.
