Premium's section redesign of Bank Uralsib
At first, Bank Uralsib had 3 premium service packages, but the criterions of access to them were uncompetitive. So it was decided to reduce service packages from 3 to 1, the Premium package, and to make an additional one, Premium Light.
Premium package is a product for affluent clients that offers personalized service, including investment advising and other premium services.
As UI/UX designer I had to develop the new section of site in new premium design, which would inherit the elements and colours of previous design.
Previous design problems
The previous design had several major problems:
• the product was missing on the first screen;
• the application form was unreadable and isolated from other elements;
• no product advantages on the main page of section;
• the font was unreadable on light backgrounds.
The main page before redesign.
The comparative analysis of competitors
Most competitors have a convenient and short user path to the premium product page.
Dark theme is most commonly used so it looks like a different product.
Color palette and images
The font and the photo style were important elements to maintain.
The photo style had problems with colours that made images too faded and the font was unreadable on them.
Example of previous photo style.
An additional dark background and more contrast and dark images were a good solution to improve the contrast between text and image.
Images for the main banners.
Panorama of Moscow City was chosen as the main theme to keep
the previous photo style idea, that had images with panoramas of big cities.
Process and goals
• Description of the main product is on the main page, so that user path has only two steps from main site page to premium page, so it’s easier to find and it also improved the conversion of this page;
• A new menu on the right of the main page with other packages and the possibility to add more menu items;
• Product advantages on the first screen with drop-down detail description, so user can see all the advantages without scrolling;
• The application form was improved to separate form fields and allocated to a different block;
• The new Premium section appeared in October 2021 so it has increased the number of users and allowed to add other premium packages in this section.
Thank you!
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