Sberbank Business Online product selling concept

Overview
Task: to increase sales of an online bank.

To demonstrate the entire diverse range of capabilities of a corporate online bank, we came up with a way to link real users’ tasks with the bank’s services using strong associations.

Creating interest

It’s important to talk to users about their tasks, problems and interests. To show that the services are convenient and useful. To give answers to questions and offer solutions.

Opening and managing an account

Online services

Loans and guarantees

Deposits and investments

Business insurance

Working with partners

Personnel and payroll

Accounting

An offer is a universal container of useful knowledge targeted to a specific user. It introduces the bank’s services, gives valuable advice and contains educational content.



What we sell

What maintains interest to communication

Beautiful illustrations and messages from bank employees help maintain interest, increase awareness and trust to the services.

Introduction of a new product or feature by a bank employee is a good way to attract attention and grow trust.

Creating interest

It’s important to talk to users about their tasks, problems and interests. To show that the services are convenient and useful. To give answers to questions and offer solutions.

Opening and managing an account

Online services

Loans and guarantees

Deposits and investments

Business insurance

Working with partners

Personnel and payroll

Accounting

An offer is a universal container of useful knowledge targeted to a specific user. It introduces the bank’s services, gives valuable advice and contains educational content.

What we sell

What maintains interest to communication

Beautiful illustrations and messages from bank employees help maintain interest, increase awareness and trust to the services.

Introduction of a new product or feature by a bank employee is a good way to attract attention and grow trust.

Introducing a traditional and effective media format

Offers are combined into a feed which looks like a list of stories, a familiar and friendly format. Thanks to social networks, stories have become a common way to consume content.

sbbol gb scale 01++

The goal of the feed is to create a habit: “I open my online bank and browse the feed,” “I take a break and browse the feed”

Improving user scenarios

On internal pages where users solve business issues, offers guide them to truly useful services.

Offer as a context tip

Offer as a context tip



Helping to get a quick start

The page of an enabled service helps to quickly start using it and getting value.

  • I’ve enabled currency control. What do I do next?

Tips and events that help start using the product.

Tips and events that help start using the product.

Creating a single product card

When clicked, an offer turns into a card with content. This simple format helps quickly understand the essence of the offer and enable the service in a couple of clicks. The layout of the card is always the same and does not change with its content.

sbbol cardofproduct++

The key element of the card is a block with a series of short videos or slides that quickly covers the most important details. The content such as videos where bank employees talk about products or simply a set of static pictures is easy to create.




The same service can appear as several offers for different contexts and user groups.

If Ivan does not currently have time, confidence, authority or funds to enable a service, he can always return to the offer later.




Liking

An offer can be liked so it appears in the Tips and Promotions section.

sbbol like window+

Liking

An offer can be liked so it appears in the Tips and Promotions section.

sbbol likeandsher 01

Sharing

Or shared in a chat with coworkers for discussion. The link will open to the familiar universal card.

sbbol share mobile

Sharing in the future

Send an offer from within the online bank.

sberbank sbbol cover

Talking about details and making scenarios simpler

To make it easier to make a decision, cards have pages with detailed description. They can be quickly built using standard blocks cutting down on production time.

Enabling a new service quickly and easily

Offers that are approved and recommended by the bank get a brief description and a color highlight. Customers can choose basic parameters and enable products.

Making navigation smarter

Users can fine-tune navigation to match their work scenarios. Conversely, navigation will always let users know that a new function has been added or there is an update on the status of a previously made application.

sbbol smart navigation 01+++
Connected
All Products is a separate item in the main menu.
If the list includes many products, the menu becomes scrollable
sbbol smart navigation 02+

New feature in the menu




Creating a convenient marketplace

The bank has a lot of services and their number is always growing. The marketplace consists of a variety of useful blocks. Smart search allows to quickly find the right product. Services are combined into clear categories making choosing and comparing them easy.

—I want to outsource our accounting.

—I want an online cash register.



The online bank is now the center for solving business tasks

Implementing the concept will allow to grow interest towards digital services and new banking products, make them accessible, increase frequency of visits and time spent in the online bank.

To ensure the concept can be quickly implemented, a detailed guide, a standard block construction set and 67 mock-ups were developed at the studio.

art director

  • Sergey Kulinkovich

designers

  • Yury Eremenko
  • Alexandr Maslak

motion designer

  • Mikhail Segeda

typesetter

  • Anna Balabas

editor

  • Aleksandr Nosikov

strategist

  • Vadim Kim

project managers

  • Elena Bogdan
  • Irina Aron
Made in 86 days
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