Users were confused when choosing between two products: “Travel Card” and “Subscription Card.” The interface did not explain the difference, and the payment screen was stressful: the amounts looked random (2,937 rubles), and there was no sense of transparency or reliability.
– Conducted a UX audit of the current flow (registration → product selection → payment → top-up).
– Redesigned the card selection screen: now the service itself helps users determine the right product (“for travel” / “for subscriptions”).
– Added a clear description of the differences (currency, payment type, Apple Pay support).
– Redesigned the payment screen with a new visual language: rounded amounts, clear fees, and a clean hierarchy.
– Added a dark UX pattern — a countdown during payment to gently encourage completion.
– Proposed a new feature — auto-replenishment via SBP: the user links a Russian account, and the balance is updated automatically.
It's a win-win: the service gets increased retention, and the user gets fewer manual operations.
– +20% increase in completed payments due to simplified product selection.
– +15% increase in repeat top-ups after adding auto-pay.
– Reduction in the flow time from “new user → active card” from 3 minutes to 1 minute 40 seconds.
– Increased trust: neutral UI style → feeling of “officialness” and security (based on user tests).
pavel@dovnar.ru