Alfa-Bank
Description
The Alfa-Bank Orange Card is a debit card within a coalition loyalty program (Alfa-Bank, X5 Retail Group, Beeline, Alfa Insurance). It rewards users with high cashback rates, including 7% on purchases at supermarkets from X5 chain, and 1% on all other purchases. Cashback is accumulated in X5 Club points that can be spent on everyday purchases.
Overview
Our team developed the Orange Card experience within Alfa-Bank’s ecosystem, including a dedicated benefits hub in mobile (iOS, Android) and web.
I designed and evolved a dedicated loyalty interface, working closely with a Product Manager and cross-functional team.
The product focuses on:
1. Loyalty experience — balance, offers, and rewards usage
2. Offline interaction — barcode scanning at checkout
3. Monetization — converting X5 Club points into real currency
4. Subscription mechanics — partner services integration
5. Cross-platform experience — mobile and web consistency
Role & Process
I was the sole product designer responsible for the entire experience.
My responsibilities included:
End-to-end product design (discovery → delivery → validation)
UX strategy and user flow design for core scenarios
Design reviews and quality control in production
Collaboration with PM, developers, analysts, and UX writers
Design system usage and evolution
Supporting research (audits, competitor analysis, quick usability tests)
Process (simplified):
Problem definition & validation
UX audit and benchmarking
User flow design and iteration
Prototyping & stakeholder alignment
Delivery to development
Design review & post-release analysis
Goals
The main product goals were:
Increase conversion in monetization flows
Improve retention through better usability
Reduce friction in key scenarios (checkout, rewards usage)
Decrease support requests by improving clarity
Build scalable and consistent UX across platforms
Results
This project allowed me to improve both product metrics and internal design processes.
Key achievements:
Improved the user experience of exchanging for rubles flow (+13% CR)
Designed and launched a full subscription service flow, achieving 36% CR on the second step, improved CR on the first step by +2,5%
Delivered a barcode widget for the card screen within one month, reducing the user path to barcode access by 2x
Designed the desktop version of the product from scratch, ensuring a consistent cross-platform user experience
Established a regular design review process, reducing post-release bugs
For confidentiality reasons, I have omitted the actual values for these metrics.
