Alfa bank
Designed a gamification experience for Alfa Investments within the Alfa-Bank mobile app to increase user engagement and encourage more frequent interaction with the investment section. Solution was created as part of a time-limited campaign and fully aligned with Alfa-Bank's Design System and product guidelines.
Year
2022
Scope
Mobile gamification
Client
Alfa bank
Duration
5 weeks
Led the product design process from discovery to high-fidelity UI, including user research, concept validation, interaction design, prototyping, and usability testing. Designed a behavioral engagement mechanism that encouraged users to repeatedly interact with Alfa Investments through curiosity, progress, and replayability.
Research
Conducted qualitative interviews with potential users to understand investment habits, motivations, and adoption barriers. Talk with alfa-bank team, Analyzed competing fintech products and explored multiple gamification concepts before selecting the final direction based on user behavior, business objectives, and long-term engagement potential.
Challenge
Increase engagement with the Alfa Investments section by creating an experience that motivates users to return voluntarily, explore investment products, and build confidence without introducing friction into the core banking journey.
Subsequently, improve such metrics as: DAU/MAU CR for investment section, ARPU, LTV, CSAT, NPS
Solution
A multiplayer investment simulation has been developed in which users build historical portfolios and discover how much they could have earned over the past decade. The game leverages curiosity, instant feedback, and progress to create a virtuous cycle of engagement while introducing investment concepts in a low-risk environment. Most importantly, the business objective of improving metrics for the investment section and, accordingly, for the entire app, has been addressed.
