Overview
Our team was tasked with modernizing the bank's outdated business tariff model. Previously, companies could only choose from rigid, bloated plans that bundled unnecessary services. This led to wasted budgets and customer churn.
Our mission: design a flexible and transparent tariff constructor that allows businesses to only pay for the features they actually use — inspired by mobile operators, not legacy banking UX.
Client
Large Commercial Bank in Kazakhstan
Role
Senior Product Designer
Team
PO, Analytics, Engineers, Legal, Compliance, Researchers
Platform
Mobile App (iOS, Android) + Web App
Problem
Businesses were frustrated with rigid, one-size-fits-all banking tariffs that forced them to pay for services they didn’t need. The existing system lacked transparency, flexibility, and scalability — making it especially difficult for small and medium-sized businesses to find cost-effective solutions tailored to their actual needs.
Solution
Telecom-inspired UX (modular, benefit-driven language — not banking jargon). Interactive pricing logic: users see how enabling/disabling options affects their total. Added contextual nudges and helper tooltips to reduce drop-off
User Segments & Needs
We designed for two distinct business segments:
Small and Medium-Sized Businesses (SMBs)
These clients needed a simple, cost-effective way to assemble a tariff that fit their specific needs without overpaying. They valued flexibility, clarity, and ease of use. They are highly focused on minimizing unnecessary expenses and want to pay only for what they use.
Cost Sensitivity
Ease of Use
Large Enterprises
These clients operated at scale, often dealing with international partners. They required more robust plans but still wanted the ability to customize services based on their workflows, especially to optimize costs for domestic vs. international operations
Operational Complexity
International Needs
Exchange options like in telecom services
Key Features
We designed some magical things
Research & Discovery
In-depth interviews with solo entrepreneurs, SMB owners, and corporate CFOs
Market benchmarking across telecoms, SaaS, and fintech
3 rounds of usability testing with 20+ participants
Found that 70% of users preferred à la carte pricing over bundled plans
Solution
Flow 1 — “Build Your Own Tariff” (for SMBs)
Users select only the services they need: payments, SWIFT transfers, mass payouts, acquiring, etc.
Each feature shows transparent pricing in real time
Built-in calculator updates total cost dynamically
Clean, mobile-first UI with progressive disclosure
Flow 2 — “Smart Tariffs for Enterprise”
We replaced 15+ legacy plans with just two base packages:
Local (domestic business operations)
Global (international vendors & clients)
Each plan is customizable with optional feature modules
Companies can optimize cost while still keeping critical capabilities
My Role
Led all research activities: stakeholder interviews, user testing, competitor analysis
Mapped user journeys and pain points across business segments
Created wireframes and flows in accordance with the design system
Facilitated workshops with product and engineering
Oversaw implementation
+45% increase in new plan activations within the first quarter, 35% drop in support tickets related to tariff confusion, 62% adoption rate for custom-built tariffs, the model is now the basis for a complete overhaul of the bank’s tariff strategy
Basil Artemov
@uxd_ink
