<aside> 🅰️ Alfa Bank is the largest private bank in Russia. It has over 27,000 employees, a net income of $1.6 billion in 2021, and over 22 million clients in the B2C segment and more than 1 million in the B2B segment. https://en.wikipedia.org/wiki/Alfa-Bank

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It was a large and complex task, with several designers, product managers, and researchers working on it. My role: design, market research, collecting metrics and conducting qualitative interviews

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Current navigation problems

<aside> 💅 Interface

1. The layout of items in the menu is not clear - the entities are mixed.
2. Users look for "Settings" at the top right of the screen
3. "Services" does not fit in the screen, it is inconvenient to scroll with an old mouse, users skip the desired section </aside>

<aside> 🤑 Business

1. There is no transparent rules where a new service is added to the menu
2. There is no tool for advertising products on the menu
3. Bank sell new products with Services, but it’s hidden too far </aside>

Current menu in different states

Going deep into analytic

The first thing we started looking at was how different users use the menu

<aside> 🤔 We had a hypothesis that different business segments use menus differently

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To confirm or refuse the hypothesis, we went to look at quantitative data:

Distribution of clickability of menu items in the mass business segment with a breakdown by turnover in millions of rubles per year

Distribution of clickability of menu items in the medium and large business segment

<aside> 😱 The hypothesis was not confirmed. It turned out that all segments, regardless of business size and turnover, use the menu about the same

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This insight was rather unobvious, our little world was overturned. But we did not despair and moved on, we had a new hypothesis:

<aside> 🤔 Different roles - manager, accountant, operator, owner use the menu in different ways

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To begin with, we looked at how many roles we had. It turned out to be such a distribution: