Product designer specializing in UI-UX, Web and Mobile apps
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AppStore
Prototype
Figma
Business challenge
Increasing conversion
and user (customer) loyalty
Platforms
• Mobile app
Tools
• Figma
• FigJam
• Miro
• Notion
Role
Product Designer
Super-app in the bank and operator ecosystem that provides access
to a multitude of banking and mobile services. The app is used
by thousands of people, performing tens of thousands of transactions daily.
It includes a huge number of screens covering a wide range
of functions, from financial management to communication services.
With all services located in one place, users can conveniently handle everyday tasks.
Super-app A-Mobile
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Problem
Research
Task
Process
Results
Problem
The product manager came with several requests, changes in the focus of the app. Earlier it functioned as a mobile operator, but with the addition of banking functions it should transform into a super application. So that with the usual mobile service management features, users can perform financial transactions: transfers, payments, account management and more.

It created new challenges for the development team, as it was necessary to ensure smooth integration of new functions, while keeping the interface developed and user-friendly.
Another important factor was not only increasing the number of new users, but also developing a strategy for their long-term retention. The addition of banking services opened up a new segment of expansion, and successful integration must ensure that users not only use the new features, but also gradually stay in the application as long as possible.
#1 Top-up
The recharge function was also non-obvious and difficult to find. This was an inconvenience, especially in situations where a top-up was needed urgently. The multi-level menu and the lack of direct access to this function made the top-up process too long and inconvenient.
#2 Tariff Management
Users had difficulty changing tariff plans because the tariff management function was hidden deep in the menu. Because of this, the process of finding the right section was long and confusing, making it difficult. Users had to spend too much time trying to find and customize the right tariff.
#3 Cost Control
The ability to track spending was not obvious and accessible enough, making it difficult for users to understand where their money was going. The lack of clear information about spending in the interface made users spend more time searching for data, which caused dissatisfaction and reduced trust in the application.
The main insight: After prioritizing the problems, we decided to improve the functionality — Tariff Management, as the solution will bring the most profit for the company.
Key Insight: Thus, the problem of an outdated interface and complex navigation directly contributed to the decline in user satisfaction and overall engagement.
Users often noted that important elements and functions were "hidden" behind several levels of menus. This made it difficult to interact with the app, especially for those who were not technically savvy. These findings were supported by the Time spent per user metric, which showed that users spent a significant amount of time trying to find relevant sections, but ultimately left the app without completing actions.
3. Poor navigation structure.
Surveys showed that users often had trouble finding the app’s main features. For example, many could not quickly find information about tariffs or ways to change them.
This was confirmed by the Average session length and Clicks metrics, which showed a high number of attempts to interact with various interface elements, but a low percentage of completed actions.
2. Long search time for key features.
The Retention Dynamics metric showed low user return rates, especially on fare selection, because the navigation bar of the fare path was unclear. This indicated that users were quickly becoming frustrated with the app and saw no reason to continue using it.
1. Low user engagement.
Data from YandexMetrics
Research
Aquafon
Aquafon — mobile operator in Abkhazia. Different tariff plans. Automatic recharge. Few additional services.
+Select tariffs: It is easy to familiarize yourself with the terms and conditions through tariff cards and choose the right option.
+Tariff settings: Adjustment of tariff parameters via slider with momentary demonstration of changes.
+GB and SMS sharing: Flexible traffic and SMS management through a user-friendly interface.
+Support: Quickly communicate with operator via built-in chat.
+UX Triggers: Easy navigation, intuitive elements and flexible customization enhance the user experience.
-UI: When selecting a tariff, only 4 out of 8 are visible, the advertising banner takes up a lot of space.
-Design: Text extends beyond the borders.
Beeline
Simple interface, wide functionality. Does not have banking features.
+Select tariffs: Tariff cards help to quickly select and customize a plan.
+Recharge: Simple input fields, choice of amount and payment method.
+Auto Refill: Step-by-step infographics explain the process of activating the service.
+Support: Quick communication via chat and clear elements increase user trust.
+UX Triggers: Friendly characters, intuitive structure and visual accents.
-UI: Overloaded cards, complexity of navigation .
-Design: Slow loading of graphic elements
Megafon
Complete management of mobile services, including billing, payment
and expense control. Sometimes the interface is overloaded with unnecessary features.
+Select tariffs: GB cards, minutes, cost and "Hit" tags make it easy to choose.
+Recharge: Simple recharge form without entering card details.
+Tariff Activation: Step-by-step setup with eSIM access and number saving.
+Support: Built-in chat with operator is available on every screen.
+UX Triggers: Brightly colored cards and context clues create a comfortable app experience.
-UI: It lacks intuitive navigation elements.
-Design: Difficulties with adaptation for different devices.
MTC
Wide functionality, many services. Sometimes confusing interface.
+Select tariffs: Tariffs on cards with detailed descriptions make the choice convenient and clear.
+Tariff customization: Slider of Internet speed changes allows you to see changes in cost.
+Additional services: Providing useful options, including protection from spam.
spam protection.
+Payment and transfers: Payment and transfer options
with electronic account management.
+UX Triggers: Maps, a slider for customization and a convenient payment section, ease of use.
-UI: Navigation between sections is not obvious enough.
-Design: Incorrect text scaling in some sections.
Tele2
Budget application with simplified interface for service management. Limited coverage in remote regions.
+Exchange GB and SMS: Convenient interface for top-up and exchange of GB and minutes between users.
+Tariff activation: Select a tariff using cards, you can customize its parameters with a slider.
+Usable services: Additional services: "Trusted payment" and "Yandex Plus Multi".
+UX Triggers: Clear card rates, easy data exchange, access to
to service functions and convenient payment.
-UI: No explicit highlighting of active actions.
-Design: Problems using elements on different screens.
Belarusian operator for managing tariffs and expenses. Simplicity
and intuitiveness. Integration of banking services.
+Select tariffs: Tariffs, services are listed with headings and descriptions.
for easy selection.
+Tariff customization: The cost of the tariff depends on the choice of certain options and subscription fees.
and subscription fee.
+Exchange GB and SMS: Possibility to choose additional services or payment terms.
+UX Triggers: "Read More" buttons and filters allow you to quickly navigate and customize tariffs to your needs.

-UI: Small buttons, difficult to trigger.
-Design: Uneven distribution of elements across latitude.
A1
Competitor benchmarking
Students (Zoomers+Alpha)
(13-25 years old)
Goals:
Access low-cost internet service
for study and entertainment. Find
a flexible plan that fits his erratic budget.

Objectives:
Access to games, videos
and socializing with each other. Facing
with the challenge of exchanging minutes
per GB. Difficulties with tariff settings.

Typical difficulties:
Limited budget, which makes
it necessary to look for the most favorable tariffs.
Sales worker
(30-50 years old)
Goals:
Conveniently and quickly manage rates, balances and expenses.
To have access to mobile banking and communication services at your fingertips at all times.

Objectives:
Manage your tariffs through the mobile app. Control your expenses
for communication and other services.

Typical difficulties:
Takes a long time to choose a tariff.
Difficulties with navigation.
Problems accessing the features you need at any time if they are hidden or not intuitive.
Traveler from Russia
(25-45 years old)
Goals:
Fast connection to the local mobile network. Affordable rates for calls and internet while in the country.

Objectives:
Activate a SIM card or service
to quickly connect to the network. Connect temporary or short-term internet packages.

Typical difficulties:
Problems accessing international services or high prices for international calls.
for international calls
and internet.
User portrait
Schoolkids (Zoomers+Alpha)
Local businessman, local native.
Tourists and visitors
Abkhazia
Rebuild an intuitive and user-friendly interface for the A Mobile app to improve navigation and access to key features, providing users with convenient access to mobile services and information, taking into account new financial ecosystem features.
The choice of tariff depends on transfer fees.
1. Create user-friendly and intuitive rate selection screens:
Visualize user metrics, including user behavior (session length, retention) and technical metrics (devices, operating systems, application stability).
Create an interface that simplifies data analysis and speeds up decision-making.
2. Navigation optimization:

Simplify access to key functions such as tariff management, top-ups and access to help information.
Conducting navigation testing with real users to identify the most difficult areas and optimize them.
3. Improving the user experience of customizing tariff options:
Ensuring comfortable interaction with the application, including adaptation of the interface for different devices and screens.
Conducting usability tests and surveys to identify problems and user preferences.
Objective - to improve tariff selection
Before starting work, sketches were developed, some of them are shown on the right. Then, interface elements were developed to make the layouts more detailed. After that, work began on prototypes that solve specific problems in the user's journey.

The example of the Mini Crash tariff shows the optimization of the user interaction. Navigation was simplified, emphasizing key features such as unlimited 4G internet, speeds up to 20 Mbps and affordable prices. To avoid overwhelming users, interface elements were minimized by removing unnecessary details, allowing them to focus on the benefits of the tariff. In addition, the visual hierarchy has been improved, making pricing and speed options more prominent, which helps users compare plans and make a choice.
Wireframe
While working on the task, it was necessary to strictly adhere to the existing UI-kit of the project. New interface elements were developed taking into account the already implemented components, which allowed to expand the UI-kit and maintain visual integrity and design consistency.
Process
An elaborate design system was developed, detailing all the basic mechanics and components used in the development.
UI Design
UI Kit
Color
Elements
Buttons
Font
Light
Regular
Medium
Semi Bold
Bold
The A-Mobile application is designed to manage financial transactions. It allows users to:
- Transfer money to bank cards and other e-wallets;
- Top up mobile accounts;
- Pay for internet services, mobile games, online purchases, fines, loans and other government services;
- Withdraw cash at bank branches;
- Create autopayments and templates for regular transactions.
The app emphasizes fast and secure online transfers and also provides the ability to make transactions using QR codes.
Application functionality
By removing clutter and minimizing unnecessary details, user focus on the benefits of the tariff was improved.
The new design also improved the visual hierarchy, making it easier for users to compare prices and rates, ultimately improving decision making and user satisfaction.
It is now easy to manage fares through various features such as:
Functional overview of the Mini Crash tariff
Viewing and managing tariffs: users can view available cell phone tariffs, including detailed information about each plan.
Switching tariffs: they can easily switch between different tariff plans to suit their current needs, whether it's more data, minutes or saving money.
Usage monitoring: real-time tracking of data, minutes and SMS consumption allows users to be aware of their usage and avoid overpayments.
Top-up options: users can top up their balance directly from the app and customize automatic top-up settings to make sure they never run out of credit.
NEW User flow
Updated information architecture: clear and organized flow of processes
Once the layouts were layout by the developers, a detailed design review was conducted. This process involved checking the final implementation against the original design mockups. During the review, I noticed several small edits needed for improvement and consistency. I made a clear list
of recommendations, which the developers quickly implemented.
As a result, the final product was polished and fully consistent with
the original design intent. This review helped improve the user experience
for clarity and usability.
One of the main tasks was to optimize the choice of tariffs: users need to quickly find and configure suitable plans without being overloaded with information. For this purpose, a system of interactive tariff cards was implemented, which helps not only to easily compare available options, but also to instantly customize tariffs for their devices.
Integration of new features such as large top-ups and access to banking services had to be implemented without impact and ease of use. Improving the user interface with significant efforts to customize tariffs, including visual cues and step-by-step instructions, which reduces cognitive load and errors. This, in turn, reduces the number of support calls and increases the bounce rate.
Through the thoughtful concept of new features such as tariff management and financial transactions, the product will not only increase the user base, but also retain customers through a user-friendly interface that solves user tasks without unnecessary complexity.
Design review:
Results
Business metrics
The new site design made it much easier to find information and improved the user experience, resulting in more time spent
on the site and an increase in positive feedback.

The improved interface reduced task completion time and improved user satisfaction, which increased the number of active users.
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Figma
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