Product design • Branding

Alfa-Premium

Date

2022

Info

Alfa Premium is Alfa-Bank's premium banking service for high-net-worth clients. It offers exclusive benefits, favorable terms and dedicated managers, supported by modern technology. The program consistently earns top industry recognition.

What did i do

For over two years, I supervised a team consisting of a UX writer, a product designer and several 3D artists. We refined the user experience, defined the brand’s tone of voice, and developed a refreshed visual identity.

Impact Snapshot

Objective

Clearly separate the Premium segment from mass-market users to increase retention, benefit adoption, and LTV — without fragmenting the core product.

Solution

Designed a distinct Premium experience across app and web: gated information architecture, a dedicated hub, a clear visual language, and measurable benefit flows (airport lounges, taxi reimbursement, individual offers). Built a brand-agnostic UI system so the 2024 Alfa-Only rebrand became essentially a skin-level update on top of stable flows.

Impact

Engagement with Premium benefits increased: about 22% of the monthly Premium audience used Airport Lounges, and around 17% used Taxi Reimbursement.
Premium landing performance improved by ~35% thanks to clearer value communication and more focused flow adjustments.
Delivered and defended the Premium segment rebrand in 2022 (visual language, IA, hub). This created the groundwork that allowed the 2024 Alfa-Only rebrand to be implemented mostly as a visual update.