Home
Building a scalable mobile banking
experience
Fintech • Loyalty Ecosystem •
Mobile App
One of Azerbaijan’s leading super apps, combining banking, e‑commerce, loyalty, and cashback in one ecosystem.
I framed the problems, ran the competitive analysis, and tested each direction with users before committing to it. When early concepts only improved the visuals, I pushed to rethink the information architecture instead. I turned complex requirements into reusable interaction patterns and worked closely with product and engineering to balance user needs, business goals, and technical constraints.
Details
iOS & Android
platform
Product Designer
role
Product Manager, Business Analyst, Developers, QA
team members
Problem Framing · Competitive Analysis · Information Architecture · Interaction Design · Prototyping · Usability Testing
scope
12 months
timeline
Product Impact
results after launch
+30%
Faster task
completion
With fewer steps to everyday actions
−15%
Fewer user
errors
After redesigning core user journeys
+120k
Declaration flow
adoption
Trendyol Auto Declaration, first month
+18%
Weekly active
users
After restructuring the Bonus home
BUSINESS GOAL
Everyday banking had to get faster and ready to scale
The goal was to modernize the core banking experience so everyday actions were faster to access and the product could scale as new banking features were introduced. The banking experience also needed to connect more naturally with Umico’s broader ecosystem of loyalty, cashback, and commerce.
BUSINESS PROBLEM
The card-centric structure couldn’t hold new features
•
Everyday banking actions required too many steps to access
•
The homepage mixed cards, promotions, and banking functionality without clear prioritization
•
Important financial information was difficult to scan
PRODUCT CONSTRAINTS
With a tight MVP scope, every feature had to earn its place
•
Existing banking infrastructure
•
Compliance and security requirements
•
Integration with Umico ecosystem
COMPETITIVE ANALYSIS
Everyone offered cashback. The difference was how easy it was to find
I compared local banks and leading global apps to see how they structure the home screen and present rewards. Almost all offered cashback, so the difference came down to clarity.
Structure scales with the product
Wise: All accounts in one place on Home.
N26: Main account, Spaces, and quick actions on Home; Investments, Benefits, and Cards live in their own tabs.
→ Umico: Clear sections instead of a card carousel, so new features fit without clutter.
Wise: accounts grouped
Rewards visible at a glance
Revolut: Balance and key actions sit at the top of Home, with personalised products like Interest suggested right below.
Leobank: Cashback built into the main card.
→ Umico: Bonus balance on the loyalty card and cashback rates on every partner tile.
Revolut: balance, actions, and products
Offers one tap away
Monzo: Personalised partner offers activated in one tap.
Yelo Bank: Cashback partners and new offers shown as Stories.
→ Umico: Partners, coupons, and a scanner one tap from the Bonus home.
Monzo: partner offers in one tap
DESIGN 1/3 · BANKING HOME
Banking Home From a card showcase to a clear hub
As the product grew, every new feature had to compete for space around the carousel. I rebuilt the home around three clear sections: Actions, Wallet, and History, each with its own path to a full screen. Cards moved into a compact Wallet list with balances, and frequent actions got a dedicated Quick Actions screen. The visual language followed and became lighter, simpler, and easier to scan.
Before
After · Home
After · Quick Actions
Wallet Cards as a list, not a gallery
Before
After
HYPOTHESIS
I hypothesized that rethinking the information architecture around clearer functional priorities would create a more structured and intuitive banking experience.
ITERATION
Concept A Cleaner surface, same structure
My first concept refined the existing homepage. I simplified the visual hierarchy, reduced visual noise, and made the overall experience feel more focused and consistent. I saw an opportunity to go beyond visual improvements and rethink the structure itself, creating clearer roles for different parts of the banking experience.
USABILITY TESTING
Validation Users understood the new structure
I tested the redesigned experience with users to validate whether the new information architecture felt clear and intuitive. Participants navigated the updated structure successfully. Unlike the previous card-dominated approach, the new architecture gave the product more flexibility to evolve.
DESIGN 2/3 · TRENDYOL CROSS-BORDER
Trendyol Cross-border Customs declaration as part of shopping
Integrating Trendyol into the Umico marketplace introduced cross-border shopping, and with it customs requirements, declaration limits, and delivery details users never saw with local sellers. The goal was to make international shopping as simple as shopping locally, while encouraging purchases with Umico Bank cards.
HYPOTHESIS
I hypothesized that integrating customs declaration directly into the shopping journey and reducing repetitive actions would make international purchases easier, increase user confidence, and encourage adoption of cross-border shopping within the Umico ecosystem.
FINAL SOLUTION
Auto Declaration Automation, with room to review
I designed an end-to-end Auto Declaration experience: users save their customs information once, and it applies automatically to eligible international orders. Routine steps happen in the background, while delivery details stay easy to review and update.
Profile
Trendyol Crossborder
My Orders Empty
My Orders
Declaration submitted
Delivery information
Order details
Delivery confirmed
DESIGN 3/3 · BONUS HOME
Bonus Home From a single card to the whole loyalty ecosystem
Umico brought banking, marketplace, loyalty, and cashback services together within one ecosystem. The Bonus experience connected these parts through loyalty cards, cashback partners, coupons, and rewards. As the ecosystem expanded, the existing card-centered homepage needed a clearer structure across its growing services.
HYPOTHESIS
I hypothesized that reducing the dominance of the loyalty card while keeping it immediately accessible would create more space for users to discover cashback, coupons, partners, and other loyalty services.
ITERATION
Concept A More room for rewards, but the card got lost
The original Bonus home was built around a large barcode card. Concept A simplified the homepage and placed the loyalty card behind the balance widget, creating more space for promotions, cashback, and other loyalty services. Testing showed that promotional banners distracted users from core actions, users expected the loyalty card to be visible right away, and cashback partners and key actions needed more visual emphasis.
Before
Concept A
After
FINAL SOLUTION
Final design The card returned with a balanced hierarchy
Quick Actions, cashback partners, coupons, and bonus services became clearer entry points within the broader loyalty experience. In testing, users found key loyalty features without additional guidance, while the loyalty card remained immediately recognizable and accessible.
MORE FROM THE PROJECT
Other flows Beyond the three core journeys
CARDS
Card settings
Spending limits
Apply for a card
Credit card
REWARDS
Coupons
Coupon details
Partners catalog
Partner map
NEXT CASE
Simplifying parcel pickup workflows
0-to-1 Product • Logistics • Web & Android • MVP
Building a digital workflow that connects customers, couriers, and parcel operations.
View case study
Home
Building a scalable mobile
banking experience
Fintech • Loyalty Ecosystem • Mobile App
One of Azerbaijan’s leading super apps, combining banking, e‑commerce, loyalty, and cashback in one ecosystem.
I framed the problems, ran the competitive analysis, and tested each direction with users before committing to it. When early concepts only improved the visuals, I pushed to rethink the information architecture instead. I turned complex requirements into reusable interaction patterns and worked closely with product and engineering to balance user needs, business goals, and technical constraints.
Details
iOS & Android
platform
Product Designer
role
Product Manager, Business Analyst, Developers, QA
team members
Problem Framing · Competitive Analysis · Information Architecture · Interaction Design · Prototyping · Usability Testing
scope
12 months
timeline
Product Impact
results after launch
+30%
Faster task
completion
With fewer steps to everyday actions
−15%
Fewer user
errors
After redesigning core user journeys
+120k
Declaration flow
adoption
Trendyol Auto Declaration, first month
+18%
Weekly active
users
After restructuring the Bonus home
BUSINESS GOAL
Everyday banking had to get faster and ready to scale
The goal was to modernize the core banking experience so everyday actions were faster to access and the product could scale as new banking features were introduced. The banking experience also needed to connect more naturally with Umico’s broader ecosystem of loyalty, cashback, and commerce.
BUSINESS PROBLEM
The card-centric structure couldn’t hold new features
•
Everyday banking actions required too many steps to access
•
The homepage mixed cards, promotions, and banking functionality without clear prioritization
•
Important financial information was difficult to scan
PRODUCT CONSTRAINTS
With a tight MVP scope, every feature had to earn its place
•
Existing banking infrastructure
•
Compliance and security requirements
•
Integration with Umico ecosystem
COMPETITIVE ANALYSIS · HOME SCREEN
Everyone offered cashback. The difference was how easy it was to find
I compared local banks and leading global apps to see how they structure the home screen and present rewards. Almost all offered cashback, so the difference came down to clarity.
Structure scales with the product
Wise: All accounts in one place on Home.
N26: Main account, Spaces, and quick actions on Home; Investments, Benefits, and Cards live in their own tabs.
→ Umico: Clear sections instead of a card carousel, so new features fit without clutter.
Wise: accounts grouped
Rewards visible at a glance
Revolut: Balance and key actions sit at the top of Home, with personalised products like Interest suggested right below.
Leobank: Cashback built into the main card.
→ Umico: Bonus balance on the loyalty card and cashback rates on every partner tile.
Revolut: balance, actions, and products
Offers one tap away
Monzo: Personalised partner offers activated in one tap.
Yelo Bank: Cashback partners and new offers shown as Stories.
→ Umico: Partners, coupons, and a scanner one tap from the Bonus home.
Monzo: partner offers in one tap
DESIGN 1/3 · BANKING HOME
Banking Home From a card showcase to a clear hub
As the product grew, every new feature had to compete for space around the carousel. I rebuilt the home around three clear sections: Actions, Wallet, and History, each with its own path to a full screen. Cards moved into a compact Wallet list with balances, and frequent actions got a dedicated Quick Actions screen. The visual language followed and became lighter, simpler, and easier to scan.
Before
After (Final Concept - Home + Quick Actions)
Wallet Cards as a list, not a gallery
Before
After
HYPOTHESIS
I hypothesized that rethinking the information architecture around clearer functional priorities would create a more structured and intuitive banking experience.
ITERATION
Concept A Cleaner surface, same structure
My first concept refined the existing homepage. I simplified the visual hierarchy, reduced visual noise, and made the overall experience feel more focused and consistent. I saw an opportunity to go beyond visual improvements and rethink the structure itself, creating clearer roles for different parts of the banking experience.
USABILITY TESTING
Validation Users understood the new structure
I tested the redesigned experience with users to validate whether the new information architecture felt clear and intuitive. Participants navigated the updated structure successfully. Unlike the previous card-dominated approach, the new architecture gave the product more flexibility to evolve.
DESIGN 2/3 · TRENDYOL CROSS-BORDER
Trendyol Cross-border Customs declaration as part of shopping
Integrating Trendyol into the Umico marketplace introduced cross-border shopping, and with it customs requirements, declaration limits, and delivery details users never saw with local sellers. The goal was to make international shopping as simple as shopping locally, while encouraging purchases with Umico Bank cards.
HYPOTHESIS
I hypothesized that integrating customs declaration directly into the shopping journey and reducing repetitive actions would make international purchases easier, increase user confidence, and encourage adoption of cross-border shopping within the Umico ecosystem.
FINAL SOLUTION
Auto Declaration Automation, with room to review
I designed an end-to-end Auto Declaration experience: users save their customs information once, and it applies automatically to eligible international orders. Routine steps happen in the background, while delivery details stay easy to review and update.
Profile
Trendyol Crossborder
My Orders Empty
My Orders
Declaration submitted
Delivery information
Order details
Delivery confirmed
DESIGN 3/3 · BONUS HOME
Bonus Home From a single card to the whole loyalty ecosystem
Umico brought banking, marketplace, loyalty, and cashback services together within one ecosystem. The Bonus experience connected these parts through loyalty cards, cashback partners, coupons, and rewards. As the ecosystem expanded, the existing card-centered homepage needed a clearer structure across its growing services.
HYPOTHESIS
I hypothesized that reducing the dominance of the loyalty card while keeping it immediately accessible would create more space for users to discover cashback, coupons, partners, and other loyalty services.
ITERATION
Concept A More room for rewards, but the card got lost
The original Bonus home was built around a large barcode card. Concept A simplified the homepage and placed the loyalty card behind the balance widget, creating more space for promotions, cashback, and other loyalty services. Testing showed that promotional banners distracted users from core actions, users expected the loyalty card to be visible right away, and cashback partners and key actions needed more visual emphasis.
Before
Concept A
After
FINAL SOLUTION
Final design The card returned with a balanced hierarchy
Quick Actions, cashback partners, coupons, and bonus services became clearer entry points within the broader loyalty experience. In testing, users found key loyalty features without additional guidance, while the loyalty card remained immediately recognizable and accessible.
MORE FROM THE PROJECT
Other flows Beyond the three core journeys
CARDS
Card settings
Spending limits
Apply for a card
Credit card
REWARDS
Coupons
Coupon details
Partners catalog
Partner map
NEXT CASE
Simplifying parcel pickup workflows
0-to-1 Product • Logistics • Web & Android • MVP
Building a digital workflow that connects customers, couriers, and parcel operations.
View case study
Home
Building a scalable mobile
banking experience
Fintech • Loyalty Ecosystem • Mobile App
One of Azerbaijan’s leading super apps, combining banking, e‑commerce, loyalty, and cashback in one ecosystem.
I framed the problems, ran the competitive analysis, and tested each direction with users before committing to it. When early concepts only improved the visuals, I pushed to rethink the information architecture instead. I turned complex requirements into reusable interaction patterns and worked closely with product and engineering to balance user needs, business goals, and technical constraints.
Details
iOS & Android
platform
Product Designer
role
Product Manager, Business Analyst, Developers, QA
team members
Problem Framing · Competitive Analysis · Information Architecture · Interaction Design · Prototyping · Usability Testing
scope
12 months
timeline
Product Impact
results after launch
+30%
Faster task
completion
With fewer steps to everyday actions
−15%
Fewer user
errors
After redesigning core user journeys
+120k
Declaration flow
adoption
Trendyol Auto Declaration, first month
+18%
Weekly active
users
After restructuring the Bonus home
BUSINESS GOAL
Everyday banking had to get faster and ready to scale
The goal was to modernize the core banking experience so everyday actions were faster to access and the product could scale as new banking features were introduced. The banking experience also needed to connect more naturally with Umico’s broader ecosystem of loyalty, cashback, and commerce.
BUSINESS PROBLEM
The card-centric structure couldn’t hold new features
•
Everyday banking actions required too many steps to access
•
The homepage mixed cards, promotions, and banking functionality without clear prioritization
•
Important financial information was difficult to scan
PRODUCT CONSTRAINTS
With a tight MVP scope, every feature had to earn its place
•
Existing banking infrastructure
•
Compliance and security requirements
•
Integration with Umico ecosystem
COMPETITIVE ANALYSIS · HOME SCREEN
Everyone offered cashback. The difference was how easy it was to find
I compared local banks and leading global apps to see how they structure the home screen and present rewards. Almost all offered cashback, so the difference came down to clarity.
Structure scales with the product
Wise: All accounts in one place on Home.
N26: Main account, Spaces, and quick actions on Home; Investments, Benefits, and Cards live in their own tabs.
→ Umico: Clear sections instead of a card carousel, so new features fit without clutter.
Wise: accounts grouped
Rewards visible at a glance
Revolut: Balance and key actions sit at the top of Home, with personalised products like Interest suggested right below.
Leobank: Cashback built into the main card.
→ Umico: Bonus balance on the loyalty card and cashback rates on every partner tile.
Revolut: balance, actions, and products
Offers one tap away
Monzo: Personalised partner offers activated in one tap.
Yelo Bank: Cashback partners and new offers shown as Stories.
→ Umico: Partners, coupons, and a scanner one tap from the Bonus home.
Monzo: partner offers in one tap
DESIGN 1/3 · BANKING HOME
Banking Home From a card showcase to a clear hub
As the product grew, every new feature had to compete for space around the carousel. I rebuilt the home around three clear sections: Actions, Wallet, and History, each with its own path to a full screen. Cards moved into a compact Wallet list with balances, and frequent actions got a dedicated Quick Actions screen. The visual language followed and became lighter, simpler, and easier to scan.
Before
After (Final Concept - Home + Quick Actions)
Wallet Cards as a list, not a gallery
Before
After
HYPOTHESIS
I hypothesized that rethinking the information architecture around clearer functional priorities would create a more structured and intuitive banking experience.
ITERATION
Concept A Cleaner surface, same structure
My first concept refined the existing homepage. I simplified the visual hierarchy, reduced visual noise, and made the overall experience feel more focused and consistent. I saw an opportunity to go beyond visual improvements and rethink the structure itself, creating clearer roles for different parts of the banking experience.
USABILITY TESTING
Validation Users understood the new structure
I tested the redesigned experience with users to validate whether the new information architecture felt clear and intuitive. Participants navigated the updated structure successfully. Unlike the previous card-dominated approach, the new architecture gave the product more flexibility to evolve.
DESIGN 2/3 · TRENDYOL CROSS-BORDER
Trendyol Cross-border Customs declaration as part of shopping
Integrating Trendyol into the Umico marketplace introduced cross-border shopping, and with it customs requirements, declaration limits, and delivery details users never saw with local sellers. The goal was to make international shopping as simple as shopping locally, while encouraging purchases with Umico Bank cards.
HYPOTHESIS
I hypothesized that integrating customs declaration directly into the shopping journey and reducing repetitive actions would make international purchases easier, increase user confidence, and encourage adoption of cross-border shopping within the Umico ecosystem.
FINAL SOLUTION
Auto Declaration Automation, with room to review
I designed an end-to-end Auto Declaration experience: users save their customs information once, and it applies automatically to eligible international orders. Routine steps happen in the background, while delivery details stay easy to review and update.
Profile
Trendyol Crossborder
My Orders Empty
My Orders
Declaration submitted
Delivery information
Order details
Delivery confirmed
DESIGN 3/3 · BONUS HOME
Bonus Home From a single card to the whole loyalty ecosystem
Umico brought banking, marketplace, loyalty, and cashback services together within one ecosystem. The Bonus experience connected these parts through loyalty cards, cashback partners, coupons, and rewards. As the ecosystem expanded, the existing card-centered homepage needed a clearer structure across its growing services.
HYPOTHESIS
I hypothesized that reducing the dominance of the loyalty card while keeping it immediately accessible would create more space for users to discover cashback, coupons, partners, and other loyalty services.
ITERATION
Concept A More room for rewards, but the card got lost
The original Bonus home was built around a large barcode card. Concept A simplified the homepage and placed the loyalty card behind the balance widget, creating more space for promotions, cashback, and other loyalty services. Testing showed that promotional banners distracted users from core actions, users expected the loyalty card to be visible right away, and cashback partners and key actions needed more visual emphasis.
Before
Concept A
After
FINAL SOLUTION
Final design The card returned with a balanced hierarchy
Quick Actions, cashback partners, coupons, and bonus services became clearer entry points within the broader loyalty experience. In testing, users found key loyalty features without additional guidance, while the loyalty card remained immediately recognizable and accessible.
MORE FROM THE PROJECT
Other flows Beyond the three core journeys
CARDS
Card settings
Spending limits
Apply for a card
Credit card
REWARDS
Coupons
Coupon details
Partners catalog
Partner map
NEXT CASE
Simplifying parcel pickup workflows
0-to-1 Product • Logistics • Web & Android • MVP
Building a digital workflow that connects customers,
couriers, and parcel operations.
View case study
