Subscription Model for Banking Tariffs
Blanc · 2022
Overview
Blanc is a bank for entrepreneurs.
Our clients struggled to understand and manage tariff plans that were customizable but overwhelmingly complex. I led the redesign of the tariff system, introducing a subscription-based model that simplified payments, increased transparency, and supported customer growth.
Through data-driven iterations, user testing, and behavioral insights, we created a more intuitive pricing experience where users could confidently choose plans, manage renewals, and access benefits, improving both user satisfaction and business revenue.
Overview
Blanc is a bank for entrepreneurs.
Our clients struggled to understand and manage tariff plans that were customizable but overwhelmingly complex. I led the redesign of the tariff system, introducing a subscription-based model that simplified payments, increased transparency, and supported customer growth.
Through data-driven iterations, user testing, and behavioral insights, we created a more intuitive pricing experience where users could confidently choose plans, manage renewals, and access benefits, improving both user satisfaction and business revenue.
Overview
Blanc is a bank for entrepreneurs.
Our clients struggled to understand and manage tariff plans that were customizable but overwhelmingly complex. I led the redesign of the tariff system, introducing a subscription-based model that simplified payments, increased transparency, and supported customer growth.
Through data-driven iterations, user testing, and behavioral insights, we created a more intuitive pricing experience where users could confidently choose plans, manage renewals, and access benefits, improving both user satisfaction and business revenue.
Impact
+16% in average commission income per client
Shift toward 6 - 12 month subscriptions
Ongoing adoption across customer base
Impact
+16% in average commission income per client
Shift toward 6 - 12 month subscriptions
Ongoing adoption across customer base
Impact
+16% in average commission income per client
Shift toward 6 - 12 month subscriptions
Ongoing adoption across customer base
Role
Product Designer
Role
Product Designer
Role
Product Designer
Responsibilities
UX Design
UI Design
Prototyping
Research
Responsibilities
UX Design
UI Design
Prototyping
Research
Responsibilities
UX Design
UI Design
Prototyping
Research
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 initiative delivered measurable business and user impact while laying the foundation for a scalable pricing model across Blanc’s ecosystem.
+16% Increase in Average Commission Income
By shifting users toward 6- and 12-month subscriptions, we increased commission revenue per client and reduced churn linked to short-term contracts.
Long-Term Subscription Adoption
The redesigned experience encouraged users to commit to longer, more profitable plans — with most new customers choosing 6-month or annual subscriptions within the first quarter of rollout.
Operational Efficiency
Consolidating multiple tariff variations into a single subscription logic simplified product maintenance and reduced support costs, enabling faster iteration on future pricing experiments.
Improved Customer Understanding
Follow-up interviews showed that customers now clearly understood their plan’s value and benefits, which reduced support tickets and increased satisfaction with the overall banking experience.
Results
This initiative delivered measurable business and user impact while laying the foundation for a scalable pricing model across Blanc’s ecosystem.
+16% Increase in Average Commission Income
By shifting users toward 6- and 12-month subscriptions, we increased commission revenue per client and reduced churn linked to short-term contracts.
Long-Term Subscription Adoption
The redesigned experience encouraged users to commit to longer, more profitable plans — with most new customers choosing 6-month or annual subscriptions within the first quarter of rollout.
Operational Efficiency
Consolidating multiple tariff variations into a single subscription logic simplified product maintenance and reduced support costs, enabling faster iteration on future pricing experiments.
Improved Customer Understanding
Follow-up interviews showed that customers now clearly understood their plan’s value and benefits, which reduced support tickets and increased satisfaction with the overall banking experience.
Results
This initiative delivered measurable business and user impact while laying the foundation for a scalable pricing model across Blanc’s ecosystem.
+16% Increase in Average Commission Income
By shifting users toward 6- and 12-month subscriptions, we increased commission revenue per client and reduced churn linked to short-term contracts.
Long-Term Subscription Adoption
The redesigned experience encouraged users to commit to longer, more profitable plans — with most new customers choosing 6-month or annual subscriptions within the first quarter of rollout.
Operational Efficiency
Consolidating multiple tariff variations into a single subscription logic simplified product maintenance and reduced support costs, enabling faster iteration on future pricing experiments.
Improved Customer Understanding
Follow-up interviews showed that customers now clearly understood their plan’s value and benefits, which reduced support tickets and increased satisfaction with the overall banking experience.
Summary
This project taught me the value of designing for understanding, not just usability.
By turning a complex, finance-driven system into a familiar subscription experience, we helped customers feel confident in their choices while enabling the business to scale profitably. It also reinforced the importance of systemic design thinking.
If extended further, I’d explore adaptive subscription recommendations based on client behavior, creating a self-optimizing system that personalizes pricing dynamically and supports smarter, AI-driven decision-making at scale.
Summary
This project taught me the value of designing for understanding, not just usability.
By turning a complex, finance-driven system into a familiar subscription experience, we helped customers feel confident in their choices while enabling the business to scale profitably. It also reinforced the importance of systemic design thinking.
If extended further, I’d explore adaptive subscription recommendations based on client behavior, creating a self-optimizing system that personalizes pricing dynamically and supports smarter, AI-driven decision-making at scale.
Summary
This project taught me the value of designing for understanding, not just usability.
By turning a complex, finance-driven system into a familiar subscription experience, we helped customers feel confident in their choices while enabling the business to scale profitably. It also reinforced the importance of systemic design thinking.
If extended further, I’d explore adaptive subscription recommendations based on client behavior, creating a self-optimizing system that personalizes pricing dynamically and supports smarter, AI-driven decision-making at scale.
