AI-powered B2B lead generation platform. From concept to launch.

Designed UI/UX from scratch for an AI platform that automates B2B lead generation. Research with SDR teams, two rounds of user testing, full redesign of interface architecture. Conversion grew by 55%, time to first lead dropped by 62%, bounce rate down by 35%.

Challenge

Problems & solutions

Problem

Each bank wants its own set of services - from operations to investments and insurance. How to create a system for quickly assembling an app for each bank's unique requirements while maintaining UX quality? Without flexibility, banks won't buy the product, but complex customization will slow down launch.

Solution

Built a modular design system with ready-made solution blocks and components for each service. We select needed blocks (cards, transfers, investments) and quickly customize them to the bank's brand. Each block contains tested logic and UX patterns. The bank gets a ready app without designing from scratch.

Problem

Each bank has its own target audience by age - some work with youth, others with older clients, some with everyone. Young users want speed and modern interface, elderly want simplicity and clarity at each step. How to create one white-label solution that adapts to different age groups without redesigning?

Solution

Problem

White-label solution is sold to banks, not directly to end users. How to test app usability without access to real bank clients? Can't just release MVP and collect feedback - banks buy a ready product. UX errors will be discovered only after implementation, when fixes are expensive and time-consuming.

Solution

Conducted testing at three levels. First - with bank employees who know client requests. Second - interviews with real clients of different banks, identified common problems. Third - focus group of different ages and audit by UX experts. This allowed testing the solution before implementation and avoiding expensive fixes.

Research

Research process

Started by studying previous documentation - it described user problems and the history of all iterations.

Tracked changes in each iteration to understand which solutions worked and which didn't. This helped avoid repeating mistakes and build a redesign strategy based on real experience from previous versions.

Product & Service Audit

Analyzed financial products of different banks - from basic operations to investments and insurance. Identified common patterns and unique requirements of each bank. This determined the architecture of the modular system.

Product & Service Audit

Tested the interface with users of different age groups (from 18 to 70+ years). Identified which patterns work universally and where adaptation is needed. Studied popular apps in the country to use familiar patterns.

Iterative Prototyping

Created a series of prototypes with different modularity approaches. Tested with business units of bank clients, demonstrated assembly speed for their requirements. Each iteration improved the balance between flexibility and implementation speed.

Design Process

Product design

Intro paragraph: The design went through two iterations with a fundamental shift in approach. The first version focused on AI chat, but testing showed it distracted from the goal.

Strategy Shift: From Chat-First to Results-First design. Users come for leads, not conversations with a bot. Made the dashboard the main screen, AI works in the background - automatically creates ICP and fills the table with leads.

ICP Automation Through Design: User describes ICP in chat, AI optimizes the profile and fills the dashboard. Added visualization of optimization progress and lead progress indicators. Result - ready leads without manual setup.

Final statement: The platform became results-centric - focus on finding leads through automated ICP, without distractions.

Foundation

Design system

Intro paragraph: Created a design system from scratch for white-label solution, allowing banks to quickly customize the app to their brand.

First Iteration: Built the foundation - adaptive color palette for any brand, typography for all ages, icons, and usage principles. Defined consistency rules for any brand color.

Second Iteration: Developed a library of ready-made blocks for financial services - cards, transfers, investments, payments. Each block contains components and tested patterns. Blocks documented with assembly rules.

Result: Banks assemble the app from ready blocks in weeks instead of months. System adapts to any brand automatically. Interface remains consistent regardless of service set.