Creating emotional trading experiences for precious metals
Company
Alfa Bank
Year
(2024)
Categories
Fintech
//
Trading
//
Mobile App
//
B2C
// Overview
Purchasing precious metals had traditionally been a dry, purely functional process, visually similar to stock trading. This project explored how emotional design and a strong visual concept could disrupt a conservative fintech market.
This project is part of Alfa-Bank’s mobile app, where buying precious metals is an additional feature, not the core product.
When I joined the project, metal trading already existed in the app, but the experience was basic and emotionally neutral.
// Role
I joined an existing product team as a Product Designer, focused on creating an emotional user experience for the product’s target version.
// Business goal
The business goal was to:
rethink the user experience of buying precious metals
add an emotional and visually expressive layer to an existing fintech flow
increase user engagement and purchase conversion
stay within technical constraints and time-to-market requirements
In short, to turn a functional operation into a product with a wow effect, while keeping strong business performance.
// Process
Our key idea was simple: users care more about buying metal than about opening an account. That’s why visual presentation and the feeling of a “product on a shelf” can directly affect behavior and conversion.
This led to the idea of:
a visual metals showcase
inspired by marketplaces and NFT aesthetics
where fintech meets funtech
// Concept
I explored several concept directions with different levels of emotional impact and implementation complexity — from a classic premium metals showcase to more emotional 3D visuals and a gamified approach.
In the end, I chose the direction that offered the best balance between emotional impact, scalability, and time-to-market.
// Impact
The target version was rolled out gradually, from a limited user segment to a full release. After the launch, we observed:
+20% growth in opened metal accounts month over month
10× growth in activated accounts (from 1,109 to 10,764)
+45% increase in metal purchase volume (from $781,521 to $1,246,894)
