New subscription flow for Alfa-Bank

Subscription plan cards
Product
Alfa-Bank subscription plans
project type
Product Design
my role
Senior Product Designer
year
2024-2025

Case overview

Problem

The previous subscription existed as a single overloaded bundle. Users struggled to understand the value, categories, benefits or pricing. One overloaded subscription previously trained users to skim, not compare. This limited conversion, upgrades and retention.

Solution

Introduced clear tiering (Basic / Smart / Only), redesigned the chooser, rebuilt spin mechanics, created a flow for extra spins, added a free month for salary transfers, improved cashback category logic, redesigned subscription management and value visualisation.

Impact

Conversion to premium tiers ENABLED, +22% upgrade rate from Basic to Smart. 20% increase in paid spins. Churn decreased 7% due to value visualisation and improved retention flows.

Problem statement

  • Users struggled to understand differences between subscription levels
  • Privilege-heavy layouts created cognitive overload
  • Raw feature lists failed to communicate real value
  • Users hesitated or defaulted to the cheapest option
  • No clear upgrade logic existed at the decision point
  • Plan selection was the highest-impact decision point in the subscription funnel
  • Poor expectation-setting increased early churn
  • Premium subscription was expected to become a revenue growth engine
  • Tiering without clarity risked reducing, not improving, conversion
  • The design needed to scale to millions of users under strict constraints

Why it mattered

Desktop version

No items found.

Problem solving spotlights

No items found.

Redesign the subscription onboarding experience to make it clear, fast, and predictable for 42M users (including 2M in 2025), and create a direct, safe upgrade path between plans at any time.

Alfa-Bank

Anti-numbers

The previous subscription existed as a single overloaded bundle. Users struggled to understand the value, categories, benefits or pricing. One overloaded subscription previously trained users to skim, not compare. This limited conversion, upgrades and retention.

Disabled

Possibility to upgrade

50%

Churn rate

30%

Early churn (2 months)

Desktop version

No items found.

Key elements I had to rethink

First iteration

Discovery → analytics → insights → prototyping → UX under BDUI/SDUI constraints → design system updates → delivery.

No items found.
  • High key rate environment → limited ability to “sell with perks”
  • Cashback and benefit caps → value had to be communicated, not inflated
  • Server-driven UI (BDUI / SDUI) → limited layout flexibility
  • Cross-team dependency with Alfa-Only
  • Marketing bandwidth constraints → design had to carry clarity itself

‍

Challenges & Constraints

I owned the end-to-end design work for the subscription transformation:

  • Diagnosed funnel + revenue performance using behavioural and financial metrics (e.g., tier selection drop-off, upgrade conversion, cashback usage and cost)
  • Synthesised UX research into clear product decisions and a tiered subscription logic that stayed within margin constraints
  • Built ProtoPie prototypes to validate key interactions and comprehension before build
  • Designed within the UI/tech constraints and updated the design system (tokens, components, and state rules)
  • Drove delivery with Engineering, Marketing, Legal, and Risk

‍

My contribution

Second Iteration

No items found.

How the product is launched

No items found.

Hands-on impact

I introduced tiering by reframing benefits through a structured value ladder, which enabled users to understand what they were paying for and choose the right level.

I simplified the benefits presentation by grouping perks and reducing noise, which improved comprehension and motivated more users to upgrade.

‍

Impact in facts

Introduced clear tiering (Basic / Smart / Only), redesigned the chooser, rebuilt spin mechanics, created a flow for extra spins, added a free month for salary transfers, improved cashback category logic, redesigned subscription management and value visualisation.

Enabled

Possibility to upgrade

7%

Decrease of churn

50%

Decrease of early churn

Afterwords

This project reinforced a simple truth: pricing and plans are not a commercial layer — they are a customer experience. By reducing noise, clarifying value differences, and helping people make confident choices, I didn’t just improve conversion — I reduced regret, increased trust, and extended customer lifetime. Designing subscription choice at scale taught me that retention is often decided before the purchase happens, not after.

Let’s work together

Interested in collaborating?
Happy to connect and explore how we can work together.

Connect at LinkedIn
An icon represents link to LinkedIn

Other works

2024-2025
Product Design
20M MAU

Tiered Subscription Account redesign at Alfa-Bank

Architected subscription onboarding and upgrade flows for a 42M-user online banking platform, supporting 2M new users after rollout.

View project
Purple abstract image
2024
Product design, early testing
Market test

WebApp for Web3 Transfers via ID

With rapid change in money transfers, customers demanded higher security.I helped the company improve time-to-market performance and supported the go-to-market strategy.

View project
Crypto inerface on the yellow-green background
3D avatar of a smiling young man with short brown hair and blue eyes wearing a black shirt with red text 'SKATING'.
Timofei Fedorets
Senior Product Designer @ Alfa-Bank
```html 
═══════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════

                                                                                     SUBSCRIPTION PAYMENT FLOW

═══════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════


                                          +---------------------------+              +----------------------------------+
                                          |  Debit from wallet        |              |  Debit from third-party          |
                                          |                           |              |  subscription                    |
                                          +---------------------------+              +----------------------------------+
                                                      |                                              |
                                                      |                                              |
                                                      v                                              v
                                          /---------------------------\              /----------------------------------\           Yes          +---------------------------+              +----------------------------------+
                        ┌────────────────<   Balance available?       >────── No ──>|  Exit to wallet               |─────────────>|  Paid?                    |───── Yes ────>|  Credit to balance               |───────┐
                        |                 \---------------------------/              \----------------------------------/                          +---------------------------+              +----------------------------------+       |
                        |                             |                                                                                                      |                                              |                   |
                        |                             | Yes                                                                                                  | No                                             |                   |
                        |                             |                                                                                                      |                                              |                   |
                        |                             v                                                                                                      v                                              v                   |
    ┌───────────┐       |                 /---------------------------\                                                                          +---------------------------+              +----------------------------------+       |
    | Payment   |───────┘                <   Balance available?       >                                                                          | [Flow ends]               |              | Change user subscription          |───────┤
    | start     |                         \---------------------------/                                                                          +---------------------------+              +----------------------------------+       |
    └───────────┘                                     |                                                                                                                                                     |                   |
                                                      | Yes                                                                                                                                                 |                   |
                                                      |                                                                                                                                                     |                   |
                                                      v                                                                                                                                                     |                   |
                                          +---------------------------+              /----------------------------------\           No           +---------------------------+              +----------------------------------+       |
                                          | Debit balance for         |──────────────<   Sufficient balance?            >────────────────────────>| Difference + commission   |              | Debit card for subscription      |       |
                                          | commission                |              \----------------------------------/                          | from card                 |              | remainder + commission           |       |
                                          +---------------------------+                              |                                            +---------------------------+              +----------------------------------+       |
                                                      |                                              | Yes                                                    |                                              |                   |
                                                      |                                              |                                                        └──────────────┬───────────────────────────────┘                   |
                                                      |                                              |                                                                       |                                                   |
                                                      |                                              v                                                                       v                                                   |
                                                      |                                  +----------------------------------+                          +----------------------------------+                                          |
                                                      |                                  | Debit subscription + commission  |                          | [Flow continues]                 |                                          |
                                                      |                                  |                                  |                          +----------------------------------+                                          |
                                                      |                                  +----------------------------------+                                              |                                                   |
                                                      |                                              |                                                                       |                                                   |
                                                      |                                              |                                                                       |                                                   |
                                                      └──────────────────────────────────────────────┼───────────────────────────────────────────────────────────────────────┘                                                   |
                                                                                                     |                                                                                                                           |
                                                                                                     v                                                                                                                           |
                                                                                         +----------------------------------+                                                                                                      |
                                                                                         | Add payment record               |                                                                                                      |
                                                                                         |                                  |                                                                                                      |
                                                                                         +----------------------------------+                                                                                                      |
                                                                                                     |                                                                                                                           |
                                                                                                     |                                                                                                                           |
                                                                                                     v                                                                                                                           |
                                                                                         /----------------------------------\                          +----------------------------------+                                          |
                                                                                        <   Commission exists?              >───── Yes ──────────────>| Account for commission           |                                          |
                                                                                         \----------------------------------/                          |                                  |                                          |
                                                                                                     |                                              +----------------------------------+                                          |
                                                                                                     | No                                                       |                                                                   |
                                                                                                     |                                                          |                                                                   |
                                                                                                     v                                                          v                                                                   |
                                                                                         +----------------------------------+              +----------------------------------+              /----------------------------------\       |
                                                                                         | Send notification                |              | Update subscription expiry       |             <   First payment?                 >──────┤
                                                                                         |                                  |              | date                             |              \----------------------------------/       |
                                                                                         +----------------------------------+              +----------------------------------+                              |                   |
                                                                                                     |                                              |                                              | Yes                           |
                                                                                                     |                                              |                                              |                               |
                                                                                                     └──────────────────────────────────────────────┼──────────────────────────────────────────────┘                               |
                                                                                                                                                    |                                                                              |
                                                                                                                                                    v                                                                              |
                                                                                                                                        /----------------------------------\                                                         |
                                                                                                                                       <   [Decision point]                >───── Yes ──────────────────────────────────────────────┘
                                                                                                                                        \----------------------------------/
                                                                                                                                                    |
                                                                                                                                                    | No
                                                                                                                                                    |
                                                                                                                                                    v
                                                                                                                                        +----------------------------------+
                                                                                                                                        | Deferred subscription created    |
                                                                                                                                        |                                  |
                                                                                                                                        +----------------------------------+


═══════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════

LEGEND / GLOBAL RULES:

1. Currency & Balance: All transactions process in the user's wallet balance first. If insufficient balance exists, the system redirects to wallet top-up.

2. Commission Handling: Commission fees are calculated and debited separately. If balance covers subscription but not commission, the difference plus commission is charged to the linked card.

3. Payment Methods: The system supports wallet balance, card payments, and third-party subscription billing. Card debits include both subscription remainder and applicable commission.

4. First Payment Logic: First-time subscription payments trigger deferred subscription creation. Subsequent renewals follow standard renewal paths.

5. Notifications: Payment confirmation notifications are sent after successful transaction recording.

6. Subscription Updates: User subscription status and expiry dates are updated immediately upon successful payment processing.

7. Transaction Records: Every payment generates a payment record entry in the system, regardless of payment method or amount.

8. Balance Checks: Multiple balance verification points ensure sufficient funds before proceeding with debits.

═══════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════
``````html 
═══════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════

                                                                                     SUBSCRIPTION PAYMENT FLOW

═══════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════


                                          +---------------------------+              +----------------------------------+
                                          |  Debit from wallet        |              |  Debit from third-party          |
                                          |                           |              |  subscription                    |
                                          +---------------------------+              +----------------------------------+
                                                      |                                              |
                                                      |                                              |
                                                      v                                              v
                                          /---------------------------\              /----------------------------------\           Yes          +---------------------------+              +----------------------------------+
                        ┌────────────────<   Balance available?       >────── No ──>|  Exit to wallet               |─────────────>|  Paid?                    |───── Yes ────>|  Credit to balance               |───────┐
                        |                 \---------------------------/              \----------------------------------/                          +---------------------------+              +----------------------------------+       |
                        |                             |                                                                                                      |                                              |                   |
                        |                             | Yes                                                                                                  | No                                             |                   |
                        |                             |                                                                                                      |                                              |                   |
                        |                             v                                                                                                      v                                              v                   |
    ┌───────────┐       |                 /---------------------------\                                                                          +---------------------------+              +----------------------------------+       |
    | Payment   |───────┘                <   Balance available?       >                                                                          | [Flow ends]               |              | Change user subscription          |───────┤
    | start     |                         \---------------------------/                                                                          +---------------------------+              +----------------------------------+       |
    └───────────┘                                     |                                                                                                                                                     |                   |
                                                      | Yes                                                                                                                                                 |                   |
                                                      |                                                                                                                                                     |                   |
                                                      v                                                                                                                                                     |                   |
                                          +---------------------------+              /----------------------------------\           No           +---------------------------+              +----------------------------------+       |
                                          | Debit balance for         |──────────────<   Sufficient balance?            >────────────────────────>| Difference + commission   |              | Debit card for subscription      |       |
                                          | commission                |              \----------------------------------/                          | from card                 |              | remainder + commission           |       |
                                          +---------------------------+                              |                                            +---------------------------+              +----------------------------------+       |
                                                      |                                              | Yes                                                    |                                              |                   |
                                                      |                                              |                                                        └──────────────┬───────────────────────────────┘                   |
                                                      |                                              |                                                                       |                                                   |
                                                      |                                              v                                                                       v                                                   |
                                                      |                                  +----------------------------------+                          +----------------------------------+                                          |
                                                      |                                  | Debit subscription + commission  |                          | [Flow continues]                 |                                          |
                                                      |                                  |                                  |                          +----------------------------------+                                          |
                                                      |                                  +----------------------------------+                                              |                                                   |
                                                      |                                              |                                                                       |                                                   |
                                                      |                                              |                                                                       |                                                   |
                                                      └──────────────────────────────────────────────┼───────────────────────────────────────────────────────────────────────┘                                                   |
                                                                                                     |                                                                                                                           |
                                                                                                     v                                                                                                                           |
                                                                                         +----------------------------------+                                                                                                      |
                                                                                         | Add payment record               |                                                                                                      |
                                                                                         |                                  |                                                                                                      |
                                                                                         +----------------------------------+                                                                                                      |
                                                                                                     |                                                                                                                           |
                                                                                                     |                                                                                                                           |
                                                                                                     v                                                                                                                           |
                                                                                         /----------------------------------\                          +----------------------------------+                                          |
                                                                                        <   Commission exists?              >───── Yes ──────────────>| Account for commission           |                                          |
                                                                                         \----------------------------------/                          |                                  |                                          |
                                                                                                     |                                              +----------------------------------+                                          |
                                                                                                     | No                                                       |                                                                   |
                                                                                                     |                                                          |                                                                   |
                                                                                                     v                                                          v                                                                   |
                                                                                         +----------------------------------+              +----------------------------------+              /----------------------------------\       |
                                                                                         | Send notification                |              | Update subscription expiry       |             <   First payment?                 >──────┤
                                                                                         |                                  |              | date                             |              \----------------------------------/       |
                                                                                         +----------------------------------+              +----------------------------------+                              |                   |
                                                                                                     |                                              |                                              | Yes                           |
                                                                                                     |                                              |                                              |                               |
                                                                                                     └──────────────────────────────────────────────┼──────────────────────────────────────────────┘                               |
                                                                                                                                                    |                                                                              |
                                                                                                                                                    v                                                                              |
                                                                                                                                        /----------------------------------\                                                         |
                                                                                                                                       <   [Decision point]                >───── Yes ──────────────────────────────────────────────┘
                                                                                                                                        \----------------------------------/
                                                                                                                                                    |
                                                                                                                                                    | No
                                                                                                                                                    |
                                                                                                                                                    v
                                                                                                                                        +----------------------------------+
                                                                                                                                        | Deferred subscription created    |
                                                                                                                                        |                                  |
                                                                                                                                        +----------------------------------+


═══════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════

LEGEND / GLOBAL RULES:

1. Currency & Balance: All transactions process in the user's wallet balance first. If insufficient balance exists, the system redirects to wallet top-up.

2. Commission Handling: Commission fees are calculated and debited separately. If balance covers subscription but not commission, the difference plus commission is charged to the linked card.

3. Payment Methods: The system supports wallet balance, card payments, and third-party subscription billing. Card debits include both subscription remainder and applicable commission.

4. First Payment Logic: First-time subscription payments trigger deferred subscription creation. Subsequent renewals follow standard renewal paths.

5. Notifications: Payment confirmation notifications are sent after successful transaction recording.

6. Subscription Updates: User subscription status and expiry dates are updated immediately upon successful payment processing.

7. Transaction Records: Every payment generates a payment record entry in the system, regardless of payment method or amount.

8. Balance Checks: Multiple balance verification points ensure sufficient funds before proceeding with debits.

═══════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════════
```