Subscription Model for Banking Tariffs
Blanc · 2022
Overview
Blanc is a bank for entrepreneurs. I led the redesign of a bank’s tariff system, introducing a subscription-based model for legal entities that simplified complex payment options and improved usability. The new design allowed users to easily manage subscriptions, view favorable periods, and access additional services, resulting in higher customer engagement.
Overview
Blanc is a bank for entrepreneurs. I led the redesign of a bank’s tariff system, introducing a subscription-based model for legal entities that simplified complex payment options and improved usability. The new design allowed users to easily manage subscriptions, view favorable periods, and access additional services, resulting in higher customer engagement.
Overview
Blanc is a bank for entrepreneurs. I led the redesign of a bank’s tariff system, introducing a subscription-based model for legal entities that simplified complex payment options and improved usability. The new design allowed users to easily manage subscriptions, view favorable periods, and access additional services, resulting in higher customer engagement.
Impact
16% Increase in Average Commission Income
Ongoing Product Adoption
Impact
16% Increase in Average Commission Income
Ongoing Product Adoption
Impact
16% Increase in Average Commission Income
Ongoing Product Adoption
Role
Product Designer
Role
Product Designer
Role
Product Designer
Responsibilities
User Experience (UX) Design
UI Design and Prototyping
Responsibilities
User Experience (UX) Design
UI Design and Prototyping
Responsibilities
User Experience (UX) Design
UI Design and Prototyping
Business need
The bank wanted to overhaul its tariff system by introducing a new concept: subscriptions. The key challenges included:
Expensive and Complex Tariff Options
Our “Constructor” tariff allowed clients to customize their plans, but it proved costly to maintain, while customers used only one option. Many viewed the bank as a backup for niche payments, and the overall profitability was low.
High Maintenance Costs
Managing just three tariffs created a complex web of variations when combined with 6/12-month subscription options, leading to substantial overhead in support and development.
Inability to Integrate Payment by Periods
Adding period-based payments would introduce even more complexity, making the system unsustainable.
Business need
The bank wanted to overhaul its tariff system by introducing a new concept: subscriptions. The key challenges included:
Expensive and Complex Tariff Options
Our “Constructor” tariff allowed clients to customize their plans, but it proved costly to maintain, while customers used only one option. Many viewed the bank as a backup for niche payments, and the overall profitability was low.
High Maintenance Costs
Managing just three tariffs created a complex web of variations when combined with 6/12-month subscription options, leading to substantial overhead in support and development.
Inability to Integrate Payment by Periods
Adding period-based payments would introduce even more complexity, making the system unsustainable.
Business need
The bank wanted to overhaul its tariff system by introducing a new concept: subscriptions. The key challenges included:
Expensive and Complex Tariff Options
Our “Constructor” tariff allowed clients to customize their plans, but it proved costly to maintain, while customers used only one option. Many viewed the bank as a backup for niche payments, and the overall profitability was low.
High Maintenance Costs
Managing just three tariffs created a complex web of variations when combined with 6/12-month subscription options, leading to substantial overhead in support and development.
Inability to Integrate Payment by Periods
Adding period-based payments would introduce even more complexity, making the system unsustainable.
Problem
Alongside the product manager, we conducted customer development (CustDev) research to understand how clients interacted with the tariffs. Key findings:
Difficult to Calculate Maintenance Costs
Due to the multiple options, customers paid separate amounts for each tariff option, making it difficult to track overall costs.
Overwhelming Customization Options
The large variety of options confused customers, leading to decision fatigue. Users wanted fewer choices to make the selection process easier.
Problem
Alongside the product manager, we conducted customer development (CustDev) research to understand how clients interacted with the tariffs. Key findings:
Difficult to Calculate Maintenance Costs
Due to the multiple options, customers paid separate amounts for each tariff option, making it difficult to track overall costs.
Overwhelming Customization Options
The large variety of options confused customers, leading to decision fatigue. Users wanted fewer choices to make the selection process easier.
Problem
Alongside the product manager, we conducted customer development (CustDev) research to understand how clients interacted with the tariffs. Key findings:
Difficult to Calculate Maintenance Costs
Due to the multiple options, customers paid separate amounts for each tariff option, making it difficult to track overall costs.
Overwhelming Customization Options
The large variety of options confused customers, leading to decision fatigue. Users wanted fewer choices to make the selection process easier.
Product statement
The banking sector generally offers tariffs based on limits, with progressive fees on transactions. We sought to break away from this model by introducing a subscription-based model for legal entities. The key challenge was explaining this novel approach to customers who were used to traditional tariff models. Additionally, we questioned whether businesses truly needed subscriptions.
Solution: Phased Subscription Rollout
We proposed a two-phase rollout:
Phase 1: Redesign the Navigation and Logic
We simplified the tariff interface, emphasizing favorable subscription periods to make the concept more user-friendly.
Phase 2: Introduce Subscription Packages
These packages included bundles of services, preferential commissions, higher rates, and other benefits.
Product statement
The banking sector generally offers tariffs based on limits, with progressive fees on transactions. We sought to break away from this model by introducing a subscription-based model for legal entities. The key challenge was explaining this novel approach to customers who were used to traditional tariff models. Additionally, we questioned whether businesses truly needed subscriptions.
Solution: Phased Subscription Rollout
We proposed a two-phase rollout:
Phase 1: Redesign the Navigation and Logic
We simplified the tariff interface, emphasizing favorable subscription periods to make the concept more user-friendly.
Phase 2: Introduce Subscription Packages
These packages included bundles of services, preferential commissions, higher rates, and other benefits.
Product statement
The banking sector generally offers tariffs based on limits, with progressive fees on transactions. We sought to break away from this model by introducing a subscription-based model for legal entities. The key challenge was explaining this novel approach to customers who were used to traditional tariff models. Additionally, we questioned whether businesses truly needed subscriptions.
Solution: Phased Subscription Rollout
We proposed a two-phase rollout:
Phase 1: Redesign the Navigation and Logic
We simplified the tariff interface, emphasizing favorable subscription periods to make the concept more user-friendly.
Phase 2: Introduce Subscription Packages
These packages included bundles of services, preferential commissions, higher rates, and other benefits.
Vision
Simplify Subscription Management
We wanted to create an interface where users could easily choose a profitable period, view available products and options, and manage their subscription with minimal effort.
Reduce Cognitive Load
By reducing the overwhelming number of customization options, we sought to simplify decision-making for customers.
Vision
Simplify Subscription Management
We wanted to create an interface where users could easily choose a profitable period, view available products and options, and manage their subscription with minimal effort.
Reduce Cognitive Load
By reducing the overwhelming number of customization options, we sought to simplify decision-making for customers.
Vision
Simplify Subscription Management
We wanted to create an interface where users could easily choose a profitable period, view available products and options, and manage their subscription with minimal effort.
Reduce Cognitive Load
By reducing the overwhelming number of customization options, we sought to simplify decision-making for customers.
High-level metrics
Increase Net Commission Income
Our goal was to raise commission income per client by 1.5x.
Shift Customer Distribution
Encourage more customers to adopt longer-term subscriptions (6-12 months).
High-level metrics
Increase Net Commission Income
Our goal was to raise commission income per client by 1.5x.
Shift Customer Distribution
Encourage more customers to adopt longer-term subscriptions (6-12 months).
High-level metrics
Increase Net Commission Income
Our goal was to raise commission income per client by 1.5x.
Shift Customer Distribution
Encourage more customers to adopt longer-term subscriptions (6-12 months).
Developing Iteration 1
Together with an analyst, we handled over 40 corner cases to ensure a successful customer migration to the new system. During the research and design phase, I conducted unmoderated UX tests to validate the usability of our solution.
The redesigned UI allowed users to easily change their subscription in just two steps, providing a simpler alternative compared to competitor banks’ more complicated systems. I also created a custom table of scenarios to handle legacy cases efficiently.
Developing Iteration 1
Together with an analyst, we handled over 40 corner cases to ensure a successful customer migration to the new system. During the research and design phase, I conducted unmoderated UX tests to validate the usability of our solution.
The redesigned UI allowed users to easily change their subscription in just two steps, providing a simpler alternative compared to competitor banks’ more complicated systems. I also created a custom table of scenarios to handle legacy cases efficiently.
Developing Iteration 1
Together with an analyst, we handled over 40 corner cases to ensure a successful customer migration to the new system. During the research and design phase, I conducted unmoderated UX tests to validate the usability of our solution.
The redesigned UI allowed users to easily change their subscription in just two steps, providing a simpler alternative compared to competitor banks’ more complicated systems. I also created a custom table of scenarios to handle legacy cases efficiently.
I also created a custom table of scenarios to handle legacy cases efficiently.
First iteration in production
Developing Iteration 2
Due to business urgency, we aimed to release the second iteration quickly, but the complexity and high stakeholder involvement presented significant challenges.
I conducted extensive research, including in-depth interviews and CustDev sessions, both for our bank and competitor analysis. I also performed quantitative research to validate assumptions.
For user testing, I designed a Figma prototype covering the core subscription scenarios. This allowed us to gauge user perceptions and refine the prototype based on feedback.
Developing Iteration 2
Due to business urgency, we aimed to release the second iteration quickly, but the complexity and high stakeholder involvement presented significant challenges.
I conducted extensive research, including in-depth interviews and CustDev sessions, both for our bank and competitor analysis. I also performed quantitative research to validate assumptions.
For user testing, I designed a Figma prototype covering the core subscription scenarios. This allowed us to gauge user perceptions and refine the prototype based on feedback.
Developing Iteration 2
Due to business urgency, we aimed to release the second iteration quickly, but the complexity and high stakeholder involvement presented significant challenges.
I conducted extensive research, including in-depth interviews and CustDev sessions, both for our bank and competitor analysis. I also performed quantitative research to validate assumptions.
For user testing, I designed a Figma prototype covering the core subscription scenarios. This allowed us to gauge user perceptions and refine the prototype based on feedback.
The critical insight from these interviews was that users didn’t understand the benefits of different subscription tiers, leading to a lack of engagement with the more premium offerings.
Despite these challenges, we found a compromise solution that met both user needs and business requirements, allowing us to move forward with the rollout.
Results
This was the longest task I’ve worked on, due to the many corner cases involved in migrating customers from the legacy system. However, it was incredibly rewarding to see the impact:
16% Increase in Average Commission Income
The introduction of 6- and 12-month subscriptions contributed to a significant increase in commission revenue.
Ongoing Product Adoption
Despite the complexity of the migration, more customers began using the subscription model, with many opting for longer and more expensive plans.
Results
This was the longest task I’ve worked on, due to the many corner cases involved in migrating customers from the legacy system. However, it was incredibly rewarding to see the impact:
16% Increase in Average Commission Income
The introduction of 6- and 12-month subscriptions contributed to a significant increase in commission revenue.
Ongoing Product Adoption
Despite the complexity of the migration, more customers began using the subscription model, with many opting for longer and more expensive plans.
Results
This was the longest task I’ve worked on, due to the many corner cases involved in migrating customers from the legacy system. However, it was incredibly rewarding to see the impact:
16% Increase in Average Commission Income
The introduction of 6- and 12-month subscriptions contributed to a significant increase in commission revenue.
Ongoing Product Adoption
Despite the complexity of the migration, more customers began using the subscription model, with many opting for longer and more expensive plans.
Summary
Throughout this process, I learned the importance of adaptability, especially when navigating a project with many decision-makers and unexpected complications. Although at times it felt like Groundhog Day, receiving continuous positive feedback from users validated the design decisions made throughout the project.
Summary
Throughout this process, I learned the importance of adaptability, especially when navigating a project with many decision-makers and unexpected complications. Although at times it felt like Groundhog Day, receiving continuous positive feedback from users validated the design decisions made throughout the project.
Summary
Throughout this process, I learned the importance of adaptability, especially when navigating a project with many decision-makers and unexpected complications. Although at times it felt like Groundhog Day, receiving continuous positive feedback from users validated the design decisions made throughout the project.
