Tinkoff

/

2024

Head of Design group

Google Play ↗

tinkoff-group.ru ↗

Redesign cash back cards increased ARPU in screen

Product design, design process, product manager, leadership

Year

My role

Team

Scope

+12

Chackback and Bonuses (Benefit)

The cashback and bonuses (Benefits) product is part of the lifestyle products offered by the non-financial services division. There are 7 different types of Benefits clusters, and my team was working on one specific type — a client product that includes a mobile app and a web.

Product Overview

About Tinkoff

Tinkoff (T-Bank) is an online ecosystem or super app. The best mobile privately-held bank in the world according to Global Finance. The third largest bank in the CIS with 45,000,000 customers.

The Tinkoff ecosystem includes such projects as Tinkoff Business, Tinkoff Investments, Tinkoff Mobile (virtual mobile operator), Tinkoff Travel, and lifestyle services.

Why Benefits have value?

— key feature in Tinkoff ecosystem

— key product in Tinkoff

— one of the product to increase revenue

— advertising platform

— one of the key options financial engagement

— one of the key options for increasing loyalty

Popular bloggers discuss the product in movies and TV. For example, on the YouTube channel Rozetked and in the TV series "Unscrupulous".

Challenge

To improve the understanding and emotional appeal of offers to Benefit

Discovery

Business goals

— create an offer card that serves as a powerful selling tool, engaging and encouraging people to explore the details of our offer if it piques their interest.

User problems

— cashback promotions aren't a familiar product in the marketplace, it's not always clear what I am offered and what I will receive

— when I see a offer from a brand that I don't recognize, I don't understand what type of product the brand offers or why I would need it.

— in suggestions It's difficult to find something that interests me.

Business problems

— there isn't one-size-fits-all solution for the offers, as it needs to be tailored and adapted to each context

— the offer doesn't spark my desire or interest to purchase.

— on average, there are 29 active offers, with a potential of 150 in the client's feed (for instance)

— changing offer cards can be a great way to improve OKR's metrics: share of realized users, share of purchased users who visited the section

Audience — 15 000 000 users, but segment:

There is a hypothesis that we work with people who follow the scenario of “I don't know what I want to buy, I go in to see if there is something familiar or fun”

— the offer looks line a banner

The first iteration of design concept

We went thinking.......

25+ offers concepts from the design team

Hypotheses

Let's form hypotheses from the business

— If we reduce the amount of info on the cards and make the cards smaller, we will increase conversions to a profitable purchase and cashback by ~ 2-3%.

— If we start from user tasks in the texts (for example, not "cashback 15%, but "order food and save 15% of the order cost"), we will increase engagement and conversions in purchases

Conclusion from first iteration

1. The offers must be tool for selling

2. Offers should increase the recognition of no-name brands, as popular brands sell themselves (logo+brand name)

Understanding hypotheses

~~— If we reduce the amount of info on the cards and make the cards smaller, we will increase conversions to a profitable purchase and cashback by ~ 2-3%.~~ ⛔️

— If we start from user tasks in the texts (for example, not "cashback 15%, but "order food and save 15% of the order cost"), we will increase engagement and conversions in purchases — good hypothesis ✅

The second iteration of design concept

Secondly — to take a step back

Answer with the business on questions — what is the main hypothesis? what is the goal of the new offer? what the vision? and so on

We reviewed all design concepts attempts

First of all, review the ready-made design, approaches and feedback

Extra -Discovery

Business goals

— create an offer card that serves as a powerful selling tool, engaging and encouraging people to explore the details of our offer if it piques their interest.

— changing offer cards can be a great way to improve OKR's metrics: share of realized users, share of purchased users who visited the section