Case 1. Mortgage lending
As part of the product team, created from scratch and improved the digital scenarios of hypothenated lending in mobile and online banking from 2020 to 2025. Launched the entire lending journey - from calculator, application to follow up.
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Results
- Financial KPIs - product exceeded business goals for revenue and portfolio growth every year. Increased loan originations to 36% digital of the total mortgage portfolio
- Conversion funnel - achieved 73% approval rate and 57% take rate from approved applications.
- Industry recognition - the product won the "Best Digital Product in the Mortgage Lending Market" award (Military Mortgage, 2022).
- Mobile app - together with the design team, brought the bank's app to #2 in Markswebb's ranking of the country's best banks for retail.
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Work Process:
- Market research: analyzed competitors in mortgage lending in Russia. Identified key strengths and weaknesses of solutions available on the market.
- User research: developed prototypes and conducted in-depth interviews with target users - both ordinary citizens and military personnel in the Military Mortgage area.
- Iterations and improvements: based on the feedback received, adapted the UX-product to the needs of different audiences, conducted refinements and passed solutions to development.
- Working with metrics: together with the team, analyzed user behavior at all stages of the funnel: tracked where exactly failures and losses occurred. Based on the data, we made point UX improvements, which had a direct impact on increasing conversions and simplifying the user journey.
The "data → hypothesis → test → improvement" approach became part of the regular product development process.