Fintech / E-commerce
Tinkoff Checkout
Turning checkout drop-off into ~30% conversion improvement.
Context
A familiar bank.
An unfamiliar checkout.
Tinkoff Checkout gave merchants a checkout they could integrate into their websites and platforms, either as the main flow or a Tinkoff-powered alternative.
It started as an experimental product with several hundred business users. The opportunity was to turn familiarity with the bank into confidence at the moment of payment.
- ~38M
- Tinkoff customers at the time
The bank ecosystem, not Checkout users. - 2–3×
- Business-user growth during my time on the product
A shared product outcome, not attributable to design alone.
- Tinkoff ecosystem
- Merchant website
- Integrated checkout
- Customer payment
My contribution
I led the design.
We solved the problem together.
I owned and led
- Design strategy and direction
- Design exploration and final product design
- Usability testing and experimentation
- Multivariate testing across key funnel stages
I helped shape
- Product strategy and roadmap direction
- Quarterly planning and budget discussions
- Metrics analysis with Power BI
- Executive reviews and business priorities
We worked together on
- User and merchant research
- Qualitative and quantitative analysis
- Problem definition and prioritization
- Launch and iteration
Product managers · Researchers · UX writers · Business analysts · Engineering · Merchants
The problem
Analytics showed where customers left.
Not why.
We mapped abandonment across three transitions. The goal was to help more customers complete their purchase, not simply make the checkout look different.
Merchant websiteCheckout entry
Customers did not continue through the entry button.
CheckoutAuthentication / OTP
Customers entered, but did not progress through authentication.
AuthenticationPayment completion
Even authenticated customers left before completing payment.
Historical stage-level conversion rates are unavailable. No funnel percentages are inferred here.
Research
The missing context was costing trust.
Customers
Interviews and usability testing helped us understand the experience after someone selected Tinkoff Checkout. The transition led into a new environment without enough recognizable branding or transaction context.
Merchants
We paired that research with business-side interviews, including Golden Apple, and quantitative analysis. This connected customer uncertainty with the merchants' checkout problems.
The root cause
In a financial flow,
losing context means
losing trust.
Customers needed to understand who was handling the payment and what they were paying for.
The process
Evidence changed the direction.
Research, design and validation were connected. The process below adapts the supplied UX/UI guide, with Checkout-specific evidence alongside each stage.
From question to release
01 / Discovery
Understand the task
Business goals, user stories, constraints and deadlines come before a solution.
Checkout: identify where customers abandon the funnel.
02 / Ideation
Find the reason
Combine data analysis with internal and external research. Map the user journey and challenge the first explanation.
Checkout: customer testing and merchant interviews revealed a trust gap.
03 / Interaction design
Explore alternatives
Work through information architecture, scenarios and navigation. Agree on a direction with product and engineering.
Checkout: explore entry wording, brand recognition, order context and hierarchy.
04 / Validation
Test, then revise
When a solution needs validation, build a prototype and return to research. The answer can send the design back for another iteration.
Checkout: use multivariate testing to inform the selected direction.
05 / Design & specifications
Resolve the whole flow
The process guide includes the main flow, edge cases, loading, empty, error and success states, plus adaptive layouts.
Checkout: bring the selected approach into final product design with the cross-functional team.
06 / Review & UI testing
Check and release
The guide closes with team review, scenario and UI checks, and a bug-fixing loop before release.
Checkout: the optimized experience launched. Conversion improved by approximately 30%.
Entry point
Make the next action clear before the click.
We explored wording, visual treatment and the value proposition of the entry button. Multiple alternatives went into testing rather than choosing one on appearance alone.
Trust & purchase context
Keep the merchant, the bank
and the order connected.
Stronger brand recognition and visible purchase details addressed the uncertainty after the transition. The explorations compare how authentication, merchant identity and the order summary fit together.
Hierarchy & experimentation
Compare alternatives.
Then choose on evidence.
We explored the arrangement of delivery options, purchase information and the next action. Multivariate testing informed the direction that went into final product design.
- Concept
- Design variants
- Multivariate testing
- Selected direction
The experience
One purchase.
A continuous path to payment.
- 01Merchant checkout
- 02Tinkoff entry
- 03Recognizable checkout
- 04Verify order
- 05Authentication
- 06Payment
- 07Success
Structured user flow reconstructed from the case brief. Product explorations are shown above; this diagram is not a screen-by-screen release specification.
Launched & learned
A clearer checkout.
More completed purchases.
~30%
relative improvement in checkout conversion
Optimized and launched
The work moved from funnel analysis and research to tested alternatives and a released checkout experience.
For me, the lesson was to treat trust as part of the transaction itself: the customer needs continuity, not just fewer steps.
Approximate relative improvement recalled by Davit. The historical analytics report is not currently available. This is not a 30-percentage-point increase, and no revenue or stage-level uplift is claimed.