BCC.KZ App Redesign Case Study
The #1 mobile banking experience in Kazakhstan, ranked by Markswebb's independent UX benchmark.
As Product Designer, I led the end-to-end redesign of the app for Bank CenterCredit, one of Kazakhstan's systemically important banks, serving 1.9M monthly active users. I aligned C-level on the vision, ran the usability research, built the design system and brand, and hired and led the design team to ship it, in close partnership with product and engineering.
Screens
MAU, k
Situation
BCC's mobile banking app had stopped scaling, with users dropping off before completing deposit and loan applications, two core revenue flows.
Task
Align C-level on a product vision, define the highest-impact solution and a new brand direction, and build a design team to deliver it.
Action
I baselined the existing app with usability testing (SUM and SUS), then hired and led the design team, built a scalable design system and new branding in Figma, and rebuilt the deposit and loan journeys around the research findings, in close partnership with product and engineering.
Result
SUM improved 5% and loan-application conversion rose 4-5%. The app holds the #1 spot in Kazakhstan for digital banking experience: Markswebb's Mobile Banking Rank 2024 placed BCC first across a 700+ criteria UX benchmark, naming it the country's leader in digital experience.
Source: markswebb.com/research/mobile-banking-rank-kazakhstan-2024
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