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We had to consider the corporate legacy and internal structural restrictions.
7 000 000
clients.
Oschadbank was established in 1991, during Ukraine's transition into a sovereign state. It is now an established and reliable structure with 7 million customers, its own processes, and a strong corporate culture.
When it came time to update the app, the bank had to consider its rich corporate legacy, current competitive environment, and internal structural restrictions. That's exactly why Oschadbank decided to rely on the experience of our specialists to perform this task.
Together with Oschad, our team has come a long way, from developing a client strategy to successfully launching a product, and we encountered both new challenges and new insights on this exciting journey.
Challenges
Oschadbank currently has the biggest number of physical branches in the country.
Oschadbank currently has has the biggest number of physical branches in the country among all other banks — more than 1200 units, as the majority of its customers prefer to be served in physical institutions.
As a result, developing a new mobile application for the bank was a strategic step toward the digitization of all processes. We also had to work out how to:
- Attract young people to Oschadbank with the help of a modern, easy-to-use application.
- Create simple and easy mobile banking for 7 million users of all ages and social backgrounds.
- Reduce client visits to physical offices in order to maximize the bank’s resources.
- Take into account the interests of persons of retirement age who receive state remittances,as well as their children or grandchildren, and integrate them into the application.
- Digitize the whole engagement process, from product selection, ordering, and management all the way to its closure.
Discovery solution
When we disclosed all the challenges, we moved to the next step — discovery. There already was a number of strong players on the market, so it was vital to learn about the benefits that the improved Oschad could provide to its present customers, while also developing features to attract new ones.
To tackle these challenges, we conducted a number of studies, such as:
- Researched the main business needs.
- Held a complex audit of the current app, learnt about its limitations and abilities, identified suitable solutions, found problem areas and determined growth patterns.
- Research the market and world tendencies in the sphere of banking for individuals.
- Identified and prioritized target groups and conducted in-depth interviews with representatives of these groups to understand their needs and pains.
When we identified the TA, we moved on to the next question - "What is this bank about?" Each brand secures key messages, and in the banking industry, these messages are often very similar: reliable, innovative, and accessible. Oschad was no exception. To differentiate itself on the market, we advised the bank to bet on its communication with customers through its landmark values and traditions.
A bank that has been with me since my birth. This is my story, the story of my family, and my country.
And this is where the story of the updated Mobile Oschad began: with a bank that knows its customers, their needs, and expectations.
Our country is changing and it is great to see that such government institutions as Oschad also strive for change. Oschad is synonymous with reliability but it also should be modern. A modern state-owned bank needs a modern application with all the functions.
A quote from a client interview.
Design solution
The new Oschad application was not designed to compete with physical institutions, but to coexist with them. To accomplish this, we separated the application from the bank ecosystem. In fact, Oschad Mobile has evolved into a full-fledged ecosystem alternative based on the principles of simplicity, emotion, and technology.
To be honest, when we proposed this idea to the bank, we didn't expect for them to be approved. We understood that state institutions with a thirty-year history and established rules have other approaches, visions and capabilities than commercial banks. But Oschad was different.
main screen
payments
my possibilities
card screen
credit screen
history & analytics
Result
overall
Starting our cooperation with Oschad on the new mobile application, we were confident that it was about to be an exciting journey. We had an ambitious goal — to create a product that symbolizes high-quality Ukrainian state fintech. A product that people of all ages will love. But we had no idea that the new Oschad Mobile would have such an impact on Ukrainian society.
We coordinated our efforts with the bank and developed an application that, in this difficult time for Ukraine, provides millions of people with access to their finances. Some will say that Oschad Mobile is a small step for a country. However, we believe that Oschad Mobile is a huge leap for a government institution.
team
Design
client feedback
Alty are always ready to take on new challenges and work on difficult problems. They have created the best possible UI/UX for our specific product to satisfy its diverse audience and contributed significantly to its development.
Vitalii Zhemonskyi • Oschadbank • Product Manager