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Sber

SberBank — banking services for individuals. Loans and deposits, mortgages, debit and credit cards, and other banking services for private clients. POS - terminal direction, deals with payment terminals that are installed at cash registers in many sales points across Russia, with 2mln MAU.

Task and Goals

  • Reduce transaction time for users
  • Attract clients to new bank products
  • Increase conversion to ordering personalized debit cards

My area of responsibility

  • Designed the customer experience for POS terminals.
  • Developed visual concepts and interaction mechanics with user convenience and business goals in mind.
  • Designed and adapted the design system to meet new business needs.
  • Adapted sound accompaniment to the technical specifications of the devices.

Transaction time

Before feature 4.0 seconds

When a customer approaches the terminal to make a purchase, the device already knows who they are and what cards they have, provided they have biometric payment enabled (6 mln by now). Considering these insights about customers, we redesigned the payment screen, leaving one target action for the user so as not to distract them from the main goal: making a purchase as fast as we can.

Result

After testing and several rounds of revisions, we were able to reduce the transaction time by

{0.5 seconds}

Personal cards

By knowing and understanding our customer, a device used by a multimillion-user company becomes a personal payment space for each customer. We show the card they use most often, including its design, not just the bank logo. This not only creates a positive emotional response, but also attracts new customers.

Result

Analytics from cross-functional teams confirms an increase in conversion to other bank products
and new card orders by

{8%}

Adaptation to Development Requirements

Currently, the company has around 50 different card designs and 15 designs featuring various company characters and mascots. To speed up production and enable faster rollout of new cards, the design was adapted for various design options.

Result

The interface accounts for both the presence of a character and an abstract background, which saves resources for the development and design teams.