Alfa-Premium
Alfa-Premium
Back
Alfa-Premium
Product design • Branding
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, backed 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.
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 change over stable flows.
Impact
• Drove engagement with Premium benefits: ~22% of the monthly Premium cohort used Airport Lounges, and ~17% used Taxi Reimbursement;
• Lifted the Premium landing conversion by ~35% through clearer value messaging and targeted flow tweaks;
• Introduced and defended the Premium segment rebrand in 2022 (visual language, IA, hub). This foundation later made the 2024 Alfa-Only rebrand essentially a skin-level change over stable flows.
main
profile
priority_pass
taxi_rides
more_priveleges
Available for projects and products
