Blanc
Dates:
July 2021 —
January 2023
Role:
Head of Product
Design
Scope:
Design Strategy
Design Leadership
Branding Integration
Blank — a neobank for businesses with a unique "cash flow" concept, payment automation through "smart rules", flexible tariffs, human support, and integration with popular tools. The main challenge was to catch up with industry leaders in a short period by creating a comprehensive ecosystem of products for entrepreneurs.
TasksI joined the project at the stage of finalizing the branding and launching the mobile MVP. My first task was to unify them: branding and digital product stylistically. I developed a two-year design strategy, updated the visual concept of the interfaces, and within 4 months, we launched a responsive web platform on the new design system. Over the next 9 months, the team under my leadership delivered 42 new features and implemented a redesign for the mobile applications.
SolutionsTo accelerate the process, I devised a curtain navigation system that allowed us to replicate 80% of mobile layouts for the desktop. This solution significantly reduced development time and minimized errors when transferring interfaces between platforms. Also I built a team of 8 designers, optimized cross-team workflows, created a competency map, and contributed to the creation of an HR brand to attract top talent. This allowed us to establish effective teamwork, reduce TTM and the number of revisions, and improve the quality of project execution.
ResultsIn 19 months, we achieved Product-Market Fit, increasing the number of users several times and taking the required percentage of the market. The company reached profitability. Before my departure, I provided the team with a long-term design vision and prepared a customized design system for the marketing department, ensuring a seamless user experience from product discovery to daily use.