New FinTech brand in a quarter, conversion 37% → 60%
- 01
Analyzed 12+ competitors, defined positioning: honest interface vs. manipulative
- 02
Built the visual language and Flutter design system from scratch
- 03
Application conversion on Flutter: 37% → 60%
Key metrics
- 37% → 60%
- application conversion (Flutter)
- MVP
- launched in a quarter
- 100%
- online-only flow
- 12+
- competitors studied
The challenge
Devim's portfolio needed a second FinTech brand for a different audience segment — with higher UX and communication standards. We built from scratch with no legacy constraints.
Research
Analyzed 12+ competitor products and found common UX anti-patterns in the segment: aggressive CTAs, hidden terms, cluttered forms, manipulative copy. Defined the positioning: the friendliest interface in the niche.
Visual language
Built the brand identity and tone of voice from scratch: soft typography, open layout, honest copy over manipulative phrases. Assembled a design system for Flutter.
Product flow
Designed the full end-to-end flow: application (5 steps, progress bar, minimal fields on first screen) → scoring → disbursement → portal → push communication → error and compliance screens (consent, contract, personal data).
Conversion optimization
Applied learnings from До Зарплаты: application conversion on the Flutter app grew from 37% to 60%. Some improvements were capped by the shared backend with the web product — that is a ceiling, not the full result.
Result
The product launched in a quarter and reached a steady stream of applications. It became a pilot for new UX approaches across the Devim product line — patterns carried over to subsequent products.