Mastercard&Halyk_Stellaris (2)

PROBLEMS
low people
involvement
Rarely access the application
do not explore the bank's additional
services
Quickly lose interest after registration
decline in
monetization
Actively use the application,
but do not generate income
for the bank
Ignore premium services and
partner offers
Overdensity
Gets lost in the large number of
functions
Perceives the interface as complex
and overloaded
Spends more time searching for the
necessary actions
01

3.

BEFORE
&
AFTER
02

4.

BLOCK A:
Strategy
Goal: Increase DAU/MAU and
NPS
03

5.

WHAT HAVE WE DONE?
• Unloaded services
• Left only the 4 most
frequently used
services.
• Added customization
According to a survey by Q2 holding, found out that 74%
of consumers across all the generations seek more
personalied experiances
04

6.

LIFESTYLE
We have placed all services on
a separate screen
where they are sorted by
category.
05

7.

ANALYTICS
Simplifying navigation and user journey
Improves financial awareness
Motivation to
action
Instant perception of
information
06

8.

CARDS
The card icon immediately displays information about
the user's account on a particular card
Simplifies the perception of
information and
improves navigation
07

9.

GAMIFICATION
We have added the ability for users to receive badges
for completing certain tasks.
These badges will be updated every 3
months
which adds competitiveness among users.

10.

BLOCK B:
Goal:Increase Ad Revenue while maintaining
loyalty
09

11.

STORIES
Stories act as assistants for certain functions for the user.
Native advertising, which plays after every few stories,
increases monetization.
10

12.

Promo Card
Placed Promo card
according to all UI UX
standards
Advertisements will change
dynamically for each user and
scroll every 2-3 seconds.
10

13.

LifeStyle:Partners
We make space for our
partners, combining
convenience with
advertising
10

14.

Push notifications
Shifting focus from
You can use data on geolocation,
expense categories, and
time of day.
Push will become like a personal advisor, rather
than annoying advertising.
10

15.

-app had about 8.0 million MAU and 2.8 million DAU, a
DAU /
MAU
NPS
increase daily active user (DAU) by approximately 15% in similar digital banking contexts,
such as Monobank, which saw a 16% increase in DAU after implementing gamification, we
project that the DAU/MAU ratio could increase to approximately 44% (from 35%). By making
the app more engaging and "convenient" for frequent use, we expect the number of DAUs to
increase by approximately 20-30%, outpacing MAU growth and significantly increasing the
DAU/MAU ratio.
The Net Promoter Score (NPS) for the B2C segment
was 49% in 2023
For example, at Bank of America, NPS grew by 5-10 percent
after changes in UX
So we can conclude that NPS in Halyk will increase by around 7% after
all the changes.
03

16.

Commission
Income
₸33.7 billion, up 13.4% year-on-year
The new design adds a "Lifestyle (Service Hub)" section, which brings together all services,
including a category for SMBs.
This structure (based on UI/UX best practices) simplifies feature discovery and encourages the
use of payments, transfers, the marketplace, and SMB services.
Thanks to stories and gamification, transactions per user are expected to increase, and
commission revenue growth is expected to accelerate to ~20% year-on-year (versus 13%).
Ad
Revenue
Replacing banners with interactive stories: a more engaging and trusted ad
According to inapsory.com promotions
channel embedded after every 1 2 stories
will get significantly more impressions and engagement. In fact, on social
platforms, story-format ads generate about 78% more clicks and 44%
higher reach than traditional feed/banner ads
03

17.

Opt-Out rate
The new features are specifically aimed at increasing user satisfaction and
engagement, which in turn reduces the desire to leave
Gamification and rewards make banking “fun” and build emotional loyalty – this
strategy has proven to tackle high churn
For example,the same Bank Of America that used NPS feedback and improved its
app saw churn drop by 20% within six months
After adding reward programs to Revolut, there was a 590% increase
in transactions per user compared to non-rewards users.
Transactions
per User
The new bottom navigation bar makes it easier than ever for users to
initiate payments or scan QR codes, which should drive user growth.
The introduction of personal finance analytics will likely encourage
users to interact with their accounts more frequently and potentially
make transfers or budget more frequently.
03

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