Company

Pinkman

Role

Lead Designer

Platform

Web

Year

2020-2022

Enhancing Customer Experience Through Innovative Design for VTB

About VTB

VTB is a prominent Russian commercial bank with state participation, serving as the head structure of the VTB Group. 2,5M visitors everyday

Visit Vebsite

Challenge

VTB tasked us (as Pinkman) with developing a website to enhance customer relationships by making their experience more comfortable and efficient. Our goal was to create the best banking website to improve customer experience (CX). This involved implementing design systems for scalable and cost-effective growth, refining information architecture, establishing unified navigation approaches, and rethinking the delivery of information services.

This is how the old design looked—outdated and not reflective of the brand's true identity.

This is how the old design looked—outdated and not reflective of the brand's true identity.

This is how the old design looked—outdated and not reflective of the brand's true identity.

Solution

To help VTB envision the end result, together with other designers we conducted an analysis of visual trends in financial organizations. Our competitor selection focused on banks from both a profitability perspective and user reviews. To stay ahead in the Russian banking sector, we incorporated international best practices, examining the websites of industry leaders in other countries, including banks and innovative fintech services.

We developed the design concept for the new VTB website using an atomic design approach, prioritizing the appearance of forms, input fields, buttons, and controls. This method ensured that various interface challenges were considered from the outset, while also allowing us to scale these principles across the marketing aspects of the site.

At the end of 2020, the new homepage was launched in pilot mode, allowing clients to revert to the old design if desired. This mitigated potential negative reactions. After necessary testing and refinements, the previous version was fully retired in May 2021, alongside an updated site-wide navigation system.

Outcome

Our efforts significantly enhanced the bank's value to its clients, evidenced by a twofold increase in traffic, a threefold increase in page depth, and other positive metrics. However, these results are just the tip of the iceberg.

  • 59% reduction in bounce rates

  • 37% increase in visits

  • 2x increase in overall traffic

  • Over 3x growth in page depth compared to December 2020