Bank In Kazakhstan
Jusan Bank (Currently Alatau City Bank) is one of Kazakhstan’s largest universal banks, providing financial and digital services through an integrated ecosystem.
It serves millions of clients nationwide and is recognized as a leading innovator in Kazakhstan’s fintech market, with a strong focus on mobile and online banking.
It serves millions of clients nationwide and is recognized as a leading innovator in Kazakhstan’s fintech market, with a strong focus on mobile and online banking.
Top 4
service branches globally
120+
mobile app users
3.5 m+
Jusan Bank — empowering digital finance in Kazakhstan
Jira, Notion
Pixelmator
Spline
Adobe (Illustrator, Photoshop, ME, AE)
Feb 2023 - Apr 2024 (1 year 2 months)
Duration
Figma
Tools
Motion Design & Illustrations
Prototyping
System Design
User research
My role
The project focused on improving the loan application flow within Jusan’s mobile app.
Our goal was to simplify the process, reduce user drop-offs at the final stage, and increase loan approvals by introducing alternative offers and dynamic user feedback during application.
Our goal was to simplify the process, reduce user drop-offs at the final stage, and increase loan approvals by introducing alternative offers and dynamic user feedback during application.
Objective
Over 70% of participants said they would consider accepting an adjusted offer if it was clearly explained and didn’t require re-entering all data.
- Surveyed users to identify how they react to rejection: would they accept modified conditions or switch to a competitor?
- Conducted hallway usability testing with 27 participants — observing their behavior and emotional response during the loan process.
- Analyzed product metrics: total applications, drop-offs, CTA interactions, and rejection points.
Research & Analysis
2. Flexible range after approval
In approved cases, users can now adjust the loan amount within the approved limit, giving them more control and personalization.
- increase approval rates,
- reduce user churn,
- and grow the total number of issued loans.
If we provided personalized alternative options (e.g., smaller amount, longer term, or, for reliable clients, a higher approved limit), we could:
The main reason for rejection was a mismatch between the requested amount and the available loan term. Users faced a dead end — they either had to restart the entire application with new parameters or abandon the process altogether.
Hypotheses
The online credit flow suffered from a high drop-off rate at the final stage — especially after loan rejections. This behavior was predictable, but it also revealed a major opportunity: users who received a refusal were completely leaving the product instead of adjusting their loan request.
The problem
The solutions
Online Loan
1. Alternative offers after rejection
When a user’s loan request is declined, the system now automatically generates alternative scenarios — e.g., smaller amounts or longer terms — allowing users to proceed without restarting the process.
- Drop-off at the final stage decreased from 97 % to 18 %.
- Approval rate improved significantly thanks to introducing alternative loan offers (adjusted amount and term).
- Loan volume increased 4× — from approximately ₸2 billion to ₸8 billion in the first month.
Key metrics
These changes turned the loan application process from a rigid, one-way experience into a dynamic, adaptive flow — giving users more control and keeping them engaged even after initial rejection.
The redesign of the Online Credit section delivered measurable business impact within the first month after launch.
The results
↑ +3.2
User satisfaction
8.4 / 10
↓79%
Drop rate
97% → 18%
+405% in first month
Loan volume
2 B → 8 B
