B2B deposits
From zero to 2nd place in Markswebb. Deposit calculator —
Today I'd do it this way
The deposit calculator went from research to release in 4 months. Today I'd build a pipeline of agents and skills: insight clustering, personas, Service Blueprint, and USM — from the same interview sample. I tested this in Labs on the exact dataset from the VTB project. It doesn't replace design critique on the USM, but it removes 80% of the mechanical work.
How it was done then
Summary
Full version available in Russian. Read in Russian →
The bank was running an IT transformation for business clients. Deposits — one of the core products — could only be opened in a branch or via a manager. I ran the full research cycle: 12 interviews, personas, service blueprint with architects and engineers, user story map (two years of backlog), MVP prioritization with the team.
Research surfaced a sharper problem: customers didn't know how to pick the most profitable deposit. So the first feature shipped was a deposit calculator — which Markswebb later ranked #1 among Russian banks.
A year later we did a major rework around deposit management (early close, top-up, partial withdrawal). The product reached 2nd place in Markswebb and VTB's service was named best for cash management. Omnichannel from day one: iOS, Android, manager-facing service, web with seamless handoff into online banking.