T–Bank

The customer's shopping experience existed in two unrelated sections: "Cashback and Bonuses" and "City" (e-commerce). The "City" section suffered from a lack of traffic, while "Cashback and Bonuses" had a large volume of traffic but lacked a fully developed product funnel. The challenge was to develop a complex system of scenarios that would allow for a fully developed customer journey.

The solution is based on enhancing the value of searching and receiving benefits from both banks and merchants. Throughout the classic funnel, from discovery to ordering, customers have access to tools to select the most advantageous offers, which vary at different stages — top, middle and bottom of funnel.

The solution was successfully presented to the business line director and key product stakeholders. It formed the basis for the development roadmap for new customer journeys and influenced changes in team structure and strategic approaches for several products. Immediately after the MVP release, the solution delivered a significant increase in both traffic and conversions. The solution is currently being developed according to plan, and virtually every release positively impacts key product and business metrics.