Case Overview

SberbankOnline is an app with an audience of about 70 million users. In November 2022, I joined Sberbank in the Risk Ecosystem product as a full-time product designer. The team consisted of 1 product designer (me), product owner, analyst, delivery lead and 5 developers.

The product allows users to rate the post-experience. For example, after paying at a restaurant or store, we offer to rate the place. The reviews are transmitted to the app-cards marked "Confirmed Payment". And for businesses, we bring value in the form of verified reviews.

The Problem

46% of users out of 100% who hit the consent screen do not press the "Confirm" button, thereby not sending feedback.

Interview

Remotely moderated usability testing of the entire review writing scenario revealed a critical business process issue:

<aside> 💡 Respondents misunderstood what consent is required for. 1 respondent decided that consent was needed for the institution itself, another 1 suggested that consent was needed to reflect the score in 2GIS, and if that was waived, the score would only be in the SberBank database.

</aside>

The test insights were divided into 3 segments of objections:

1. "To leave a review, I wouldn't give the details of an organization I don't use.”
2. "Everything is stored in Sber. I don't want to go into detail: what and how is transferred and sacrifice my data for the sake of withdrawal.”
3. "Negative impression of Sber in general. Maybe I will agree now, I then, something will be transferred somewhere and my money will be written off.

The Solution

Design the consent screen so that it becomes loyal to the user.

The Сhallenge