Product basket form

When a new customer applies for an Alfa-Bank debit card online, they go through a multi-step application form. The business wanted to use this moment to introduce additional banking products. Goal: increase product penetration, generate commission income, and reduce cross-sell costs by embedding offers into the onboarding flow.

Step 1: customer sees their core order and can add optional products managed via admin panel.

Step 2: personalized offers pulled dynamically from backend based on customer profile, delivery type, and city.

Step 3: customer reviews full order and awaits delivery.

Physical products handed over at delivery. Non-physical products set up by bank employee during in-person meeting — reducing that meeting time by an average of 3 minutes.

September 2023 — business arrived with an enormous wishlist. We made an early mistake: jumped into concept development before aligning on scope or timeline. Lesson: never start designing without a confirmed scope, a realistic timeline, and a proper brief.

November 2023 — scoped-down MVP: cashback package selection. Shipped. Impact on conversion: negligible.

Early 2024 — added cashback category selector. Shipped. Still no meaningful metric movement.

Mid 2024 — team expanded with marketing, researchers, motional designer. 2 design directions tested with 5 respondents each. Result: users on both variants skipped the card design and cashback selection entirely, jumping straight to form submission.

1st design for test

2nd design for test

July 2024 — full basket scope with 12+ products. Each required defining: launch quarter, application step, admin vs backend configuration, eligibility, delivery type support, and courier actions. Full requirements mapping followed. Usability test (10 respondents): unclear why users should choose a cashback package, users couldn't recall selected products, confetti on success screen obscured important text. We categorized every finding by owner — product design, business, marketing — and resolved each before launch.

Autumn 2024 — A/B test on 43% of mobile traffic. Results: no drop in conversion, 1 in 10 customers interacted with the basket, courier meeting time decreased by ~3 minutes.

January 2025 — built full-scope target version, ran another usability test, addressed remaining issues, shipped. Desktop version designed and launched shortly after.

Basket live on production across mobile and desktop. No conversion loss during rollout

10% of users actively engage with basket

38.75% of orders converted to activation — across 10 products and 47,800+ orders

~3 minutes saved per courier meeting

3 usability tests across 2 years shaped a significantly more usable final product