Growing PFM* SERVICES MAU from 1.4M to 4.8M users FOR Sber
Internal startup that redefined how users manage their funds and expenses via *Personal Financial Management services within Russia's largest banking ecosystem.
Deliverables
Design Thinking Workshops
Qualitative Research
Quantitative Research
Competitive Analysis
User interviews
Stakeholders alignment
Product Strategy & Roadmap
Prototypes & Usability interviews
A/B testing
Service Design
Design System Extension
Post Release Analysis & QA
Workflow Optimization
My Role
Led 3-designer team, leveraging insights from design thinking sessions, user research and stakeholder alignment to rebuild PFM services.
Focus
Growth, Retention
Year: 2019 - 2022
Duration: 2,5 years
Deliverables
Design Thinking Workshops
Qualitative Research
Quantitative Research
Competitive Analysis
User interviews
Stakeholders alignment
Product Strategy & Roadmap
Prototypes & Usability interviews
A/B testing
Service Design
Design System Extension
Post Release Analysis & QA
Workflow Optimization
My Role
Led 3-designer team, leveraging insights from design thinking sessions, user research and stakeholder alignment to rebuild PFM services.
Focus
Growth, Retention
Year: 2019 - 2022
Duration: 2,5 years
Deliverables
Design Thinking Workshops
Qualitative Research
Quantitative Research
Competitive Analysis
User interviews
Stakeholders alignment
Product Strategy & Roadmap
Prototypes & Usability interviews
A/B testing
Service Design
Design System Extension
Post Release Analysis & QA
Workflow Optimization
My Role
Led 3-designer team, leveraging insights from design thinking sessions, user research and stakeholder alignment to rebuild PFM services.
Focus
Growth, Retention
Year: 2019 - 2022
Duration: 2,5 years
As the largest bank in Russia, Sber's leadership felt responsible to tackle challenging task: help users to change poor financial habits:
• 65% of Russians had no savings
• 82% didn't plan expenses
• 98% never invested
I joined the PFM team in early days when it was forming into an internal Sber startup to address these issues through Personal Financial Management services, aimed to let users manage their money more effectively and build wealth.
"Total Funds" service, representing a critical entry point for users' financial management journey, became my specific responsibility. As the project expanded, I grew and led a 3-designer team working on various Total Funds components, facilitating stakeholder alignment and internal workflows.
Discover how I led Product Design & Research efforts with 1,200+ users, conducted A/B testing and Design Thinking workshops to help define product strategy, while managing cross-functional collaboration with Gamification and UX research departments.
Together with the broader PFM tribe, we increased overall services MAU by 75% (12M → 21M), while my Total Funds team specifically grew from 1.4M to 4.8M users, ultimately transforming how users interact with Sber app and manage their personal finances across the ecosystem.
As the largest bank in Russia, Sber's leadership felt responsible to tackle challenging task: help users to change poor financial habits:
• 65% of Russians had no savings
• 82% didn't plan expenses
• 98% never invested
I joined the PFM team in early days when it was forming into an internal Sber startup to address these issues through Personal Financial Management services, aimed to let users manage their money more effectively and build wealth.
"Total Funds" service, representing a critical entry point for users' financial management journey, became my specific responsibility. As the project expanded, I grew and led a 3-designer team working on various Total Funds components, facilitating stakeholder alignment and internal workflows.
Discover how I led Product Design & Research efforts with 1,200+ users, conducted A/B testing and Design Thinking workshops to help define product strategy, while managing cross-functional collaboration with Gamification and UX research departments.
Together with the broader PFM tribe, we increased overall services MAU by 75% (12M → 21M), while my Total Funds team specifically grew from 1.4M to 4.8M users, ultimately transforming how users interact with Sber app and manage their personal finances across the ecosystem.
As the largest bank in Russia, Sber's leadership felt responsible to tackle challenging task: help users to change poor financial habits:
• 65% of Russians had no savings
• 82% didn't plan expenses
• 98% never invested
I joined the PFM team in early days when it was forming into an internal Sber startup to address these issues through Personal Financial Management services, aimed to let users manage their money more effectively and build wealth.
"Total Funds" service, representing a critical entry point for users' financial management journey, became my specific responsibility. As the project expanded, I grew and led a 3-designer team working on various Total Funds components, facilitating stakeholder alignment and internal workflows.
Discover how I led Product Design & Research efforts with 1,200+ users, conducted A/B testing and Design Thinking workshops to help define product strategy, while managing cross-functional collaboration with Gamification and UX research departments.
Together with the broader PFM tribe, we increased overall services MAU by 75% (12M → 21M), while my Total Funds team specifically grew from 1.4M to 4.8M users, ultimately transforming how users interact with Sber app and manage their personal finances across the ecosystem.
As the largest bank in Russia, Sber's leadership felt responsible to tackle challenging task: help users to change poor financial habits:
• 65% of Russians had no savings
• 82% didn't plan expenses
• 98% never invested
I joined the PFM team in early days when it was forming into an internal Sber startup to address these issues through Personal Financial Management services, aimed to let users manage their money more effectively and build wealth.
"Total Funds" service, representing a critical entry point for users' financial management journey, became my specific responsibility. As the project expanded, I grew and led a 3-designer team working on various Total Funds components, facilitating stakeholder alignment and internal workflows.
Discover how I led Product Design & Research efforts with 1,200+ users, conducted A/B testing and Design Thinking workshops to help define product strategy, while managing cross-functional collaboration with Gamification and UX research departments.
Together with the broader PFM tribe, we increased overall services MAU by 75% (12M → 21M), while my Total Funds team specifically grew from 1.4M to 4.8M users, ultimately transforming how users interact with Sber app and manage their personal finances across the ecosystem.
Project Highlights
Challenge
Address poor financial habits across Russia's largest banking ecosystem: 65% of users had no savings, 82% didn't plan expenses, 98% never invested. Existing PFM services failed to help users manage money and build wealth effectively.
Solution
Rebuilt core PFM services through user research, design thinking workshops, and stakeholder alignment. Designed "Total Funds" platform that provided transparent financial analytics and personalized investment recommendations for millions of users.
Project Highlights
Challenge
SimilarWeb users struggled to find what they needed, while many product features faced discoverability issues
Solution
Rebuilt core PFM services through user research, design thinking workshops, and stakeholder alignment. Designed "Total Funds" platform that provided transparent financial analytics and personalized investment recommendations for millions of users.
Project Highlights
Challenge
Address poor financial habits across Russia's largest banking ecosystem: 65% of users had no savings, 82% didn't plan expenses, 98% never invested. Existing PFM services failed to help users manage money and build wealth effectively.
Solution
Rebuilt core PFM services through user research, design thinking workshops, and stakeholder alignment. Designed "Total Funds" platform that provided transparent financial analytics and personalized investment recommendations for millions of users.
Project Highlights
Challenge
Address poor financial habits across Russia's largest banking ecosystem: 65% of users had no savings, 82% didn't plan expenses, 98% never invested. Existing PFM services failed to help users manage money and build wealth effectively.
Solution
Rebuilt core PFM services through user research, design thinking workshops, and stakeholder alignment. Designed "Total Funds" platform that provided transparent financial analytics and personalized investment recommendations for millions of users.
Final OUTCOMES
'Total Funds' MAU
Increased by
↑ 242%
from 1.4M to 4.8M
'Total Funds' MAU
Increased by
↑ 242%
from 1.4M to 4.8M
'Total Funds' MAU
Increased by
↑ 242%
from 1.4M to 4.8M
Retention
Avg. Monthly (6 months)
Increased by
↑ 103%
from 2.6% to 5.3%
Retention
Avg. Monthly (6 months)
Increased by
↑ 103%
from 2.6% to 5.3%
Retention
Avg. Monthly (6 months)
Increased by
↑ 103%
from 2.6% to 5.3%
Cross Sell Revenue
via 'Total Funds' (2021)
Generated
$20M+
in invest products
Cross Sell Revenue
via 'Total Funds' (2021)
Generated
$20M+
in invest products
Cross Sell Revenue
via 'Total Funds' (2021)
Generated
$20M+
in invest products
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