Kcell - Finance
I led the UX/UI design of the financial services module, consolidating all key scenarios in one place — money transfers, bill payments, banking operations, and frequent transactions. The result was a unified flow with reduced complexity, integrated into the SuperApp design system and aligned with overall product strategy.
Start
Workflow process
We started with a thorough analysis of existing user flows and customer journeys, comparing them with best practices in fintech applications. Based on this, we restructured the information architecture, built modular prototypes, and validated them through user testing. This approach ensured a clear, intuitive experience aligned with Kcell’s brand.
Case 1
Problem
Fragmented user experience with outdated interfaces.
High cognitive load due to overloaded flows.
Lot of a entry point for financial services.
Solution
Redesigned information architecture with a modular, scalable approach. Creation of a unified dashboard for financial operations. Implementation of a modern design system aligned with Kcell’s brand. Prototyping and usability testing to validate user flows.
Before
The finance section was limited to balance overview, basic payments, and a few bonus-related features.
After
A complete redesign introduced a full suite of financial services, including banking products (cards, deposits, investment accounts), insurance, microloans, and a virtual card. Favorites for payments and transfers were also added, making financial operations faster and more accessible.
Result
Reduced drop-off rates in key financial flows;
Increased user engagement and retention;
Significant growth in conversions for payments;
Total transaction volume increased by 31%;
Number of transactions increased by 23%
Implementation of a “Frequent Payments” block that automatically saves recurring transactions, helping users quickly access and repeat their most common payments.
Problem
Heavy reliance on memory, especially for IDs (e.g., gaming accounts or utility bills).
Users had to manually enter account details for each payment.
This caused friction in the payment process and increased the chance of errors.
Solution
Introduced a “Frequent Payments” block directly on the main financial services page.
The system automatically detects recurring payments and saves them for one-click access.
Simplified UX flow: users no longer need to remember or re-enter account details.
Special focus on gaming payments, where remembering IDs is often inconvenient.
In the old version of the financial services page, repeating a payment required going into the Payments section, then selecting the Favorites page, and only then choosing the saved payment — a total of 4 clicks.
As result
Reduced the path to repeat a payment from 4 clicks to just 1.
Faster and smoother payment experience.
Reduction in user errors related to forgotten or mistyped IDs.
Increased user satisfaction and loyalty due to convenience.
Higher transaction frequency in gaming and utilities categories.
Repeat payment frequency increased by 24%, significantly improving convenience and user retention.
Case 3
Simplified Access to Transfers
Redesign of the transfers flow by replacing a separate page with a bottom sheet, reducing the process to just two simple steps.
Problem
Previously, transfers required navigating to a separate page with multiple options.
The flow was fragmented and overloaded, which slowed down the process.
Users faced additional cognitive load when choosing between different transfer methods.
Solution
Introduced a bottom sheet that displays all available transfer methods in one place.
Users can now complete a transfer in just two steps: selecting the method and confirming the action.
Simplified UI reduced navigation layers and made the flow more intuitive.
As result
The flow was simplified by moving transfer options into a modal and redesigning the confirmation step, reducing navigation from a full page to a quicker inline process.
End of cases
Faster transactions - reduced time to complete payments, transfers, and top-ups.
Increase in repeat payments - thanks to the new “My Payments” block.
More users started using the app as a financial tool, not just a telecom service.
SuperApp became a daily tool for managing both telecom and financial needs
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