The cashback platform is a tool for publishing offers in the Alfa-Bank app. When access was opened to small and mid-sized businesses, the number of applications grew, so the process needed to be automated.
Goals were to simplify the UI to reduce repetitive partner questions, make registration and campaign launch faster and more transparent, and align the product’s visual system with the bank’s design standards.
The platform was built and launched by Alfa-Bank’s product team without a UX designer, and we joined after it went live. Reviewed the most common partner questions collected by bank managers and used them to build a user journey map, highlighting the stages that required redesign and optimization.
In parallel with the research, I shipped targeted UX fixes: simplified registration forms, improved page structure, and added tooltips to clarify bank terminology. Larger redesign changes started after the user journey map was completed.
The flow had four steps: platform intro, initial sign-up, full registration, and campaign launch. I mapped the end-to-end user journey and found that most partner issues happened during full registration, which helped me pinpoint bottlenecks and streamline the path to launch.
Then I delivered the first major design iteration: refreshed the content, restructured key pages, added notifications and in-product guidance, and drafted a partner email series explaining the next steps on the platform.
I ran a series of usability tests with participants matching the target cashback partner profile. The results showed a smoother onboarding flow that filtered out irrelevant partners and reduced questions on the application pages, while remaining issues were concentrated around entering contactless terminal details and signing documents.
Aligned the platform UI with Alfa-Bank’s design system
I integrated the updated brand components provided by the Design Communications team into the next iteration, ensuring the platform’s UI was consistent with other Alfa-Bank products.
I added a step-by-step checklist to make the campaign launch flow more transparent, and introduced guidance that explains document signing and previews how the offer will appear in the app. Since the new visual style still lacked a full component library, I created or adapted several illustrations to fit the platform context.
After launch, partners needed to monitor campaign performance, so I designed a clear dashboard with financial analytics.
Improved the partner portal for Alfa-Bank’s Cashback Platform
1.5x faster campaign launches for cashback partners
Increased conversion; the end-to-end flow now takes ~2 days including moderation.
Reduced sign-ups from irrelevant partners.