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When payday is still far away, but you need money now. MoneyDay is an online microloan service where you can apply through the website or mobile app. 1.5M clients · 94% approval rate · 8.8 average rating

FintechB2C Web Mobile App
Connecting to Gosuslugi A secure government sign-in window will open. Once you are signed in youcome back to MoneyDay. What we will request ··· Full name, date of birth, passport Social security and tax number Registered addressWe need this to issue the loan.
Step 5/5 Identity check Required by law — takes about a minute.Your data is not shared with third parties. Passport main spread Photo + full name + series and number Photo requirements ✓ No glare ✓ Full page ✗ Not cropped ✗ Not blurry Add photo Registration spread Unlocks after step 1 Continue 🛡️ Stored only on MoneyDay servers
Your first loan for free* If you repay on time Loan amount Money by 22:45 today 15 000 ₽ 4K ₽ 20K ₽ Borrow for free Faster and with no form via Gosuslugi Rate 0%* To repay 15 000 ₽ By tapping the button you agree to the Privacy Policy 1.5M clients up to 94% approvals 8.8 rating Sign in

Result

34% → 45%sign-up conversion after launchHow we got there ↓

Role

Product designersole designer on the team

Scope and team

3 platforms160 screens, working with a PM and developers

02 · Scope of work

What came out of it

15competitors studied
5key decisions
160screens

03 · Context

A service where ten minutes decide everything

MoneyDay offers short-term loans with an application process that takes about 10 minutes. People want one thing: fast access to money without the hassle.

How I came in
I joined to finish a few screens. The scope grew into a full redesign across desktop, mobile web, and iOS/Android.
My role
Sole designer on the team. I handled research, UX/UI, prototypes, and design reviews. Delivered 160 screens across three platforms, mobile and desktop.

Here's what I designed, what changed, and what didn't go as planned.

04 · Problem

A simple task, a complicated product

People wanted quick access to money. The product got in the way with a long sign-up flow, a cluttered calculator, and an empty account.

Before After

Drag the slider. The old calculator on the left is cluttered, with the total hidden below. The new one shows the amount, interest rate, and repayment upfront, plus quick sign-in via Gosuslugi.

05 · Research

15 competitors, complete user flows

I studied 15 major competitors and went through their entire loan application flows, from the first screen to receiving the money. Three problems kept coming up.

15 end-to-end flows, not just 15 landing pages.
Who I looked at15 · swipe →
Займер Webbankir Быстроденьги Vivus Займиго Веб-займ Срочноденьги До зарплаты Credit7 GreenMoney JoyMoney Доброзайм БелкаКредит Привет, Сосед! Ykky
15

competitors reviewed end to end

From the first screen to receiving the money. Here are the issues I found across most competitors.

1

Long registration

Too many steps, fields, and explanations. Most competitors had the same problem, which made this an opportunity to stand out.

9of 10 require 4–5 sign-up steps

2

An overloaded calculator

Key numbers get buried in extra details. People want to know two things: how much they'll get and how much they'll repay.

11of 15 don't show key numbers upfront

3

Nothing to retain people with

After repaying a loan, there's no reason to return. No bonuses or referral program, either in our product or competitors'.

11of 15 offer no bonuses or referrals

06 · Strategy

Who the product is really for

Jobs to Be Done

“When I'm short on cash before payday and have no one to borrow from, I want to get a small loan quickly and sort things out today.”

1

We segment by behaviour

Everyone has the same ₽30,000 limit. What matters more is what happens after the loan, not its size. Users who repay with interest bring the most value to the business.

2

Why people come back

Users come from ads, referrals, and partners. They return mainly for the speed: a repeat loan takes about 15 minutes.

There was no dedicated retention feature, just push reminders.

One of my ad creatives. Same promise as the first screen: apply online, get your first loan for free, and receive the money by a set time.

07 · Hypothesis

What we bet on

Easier sign-up, clearer terms, more trust → more completed applications.

08 · Process

Prototypes over polished mockups

I built 2–3 interactive HTML prototypes for key screens to test the structure before finalizing the UI.

2–3 options → one meeting → one decision.

Five decisions that rewrote the path

1

Faster registration

Hints appear right when users need them. Nothing extra gets in the way of applying.

Full flow. Swipe →

Enter your phone number To sign in or become a customer Phone +7 000-000-00-00 Get it free Faster, without the form, via ГосУслуги By tapping “Get code”, you agree to the Terms of Use andconsent to the processing of personal data in line with thePrivacy Policy The information on the site is not a public offer. The decision to grant aloan is made individually.
Step 2/5 Enter your passport details Surname Ivanov First name Ivan Patronymic Ivanovich No patronymic in my passport Date of birth 22/08/1990 Continue
Step 3/5 Enter your registered address City Select from the list Street Start typing the street House 1 Flat 35 Detached house (no flat number) My home address matches my registered address If you live elsewhere, flip the switch and enter your actual address Continue
Step 4/5 Confirmation Enter the code We sent a confirmation code to+7 (912) 345-67-89   change Enter the code from the SMS 2 2 2 2 Signing the documents I have read and agree to the loan documents I agree to receive information I have read and agree to the loan insurance terms I have read and agree to the following Continue
Step 5/5 Identity check Required by law — takes about a minute.Your data is not shared with third parties. Passport main spread Photo + full name + series and number Photo requirements ✓ No glare ✓ Full page ✗ Not cropped ✗ Not blurry Add photo Registration spread Unlocks after step 1 Continue 🛡️ Stored only on MoneyDay servers
Step 5/5 Identity check Required by law — takes about a minute.Your data is not shared with third parties. 85% Passport main spread Final check… Keep the app open — it takes 5–10 seconds Registration spread Unlocks after step 1 Continue 🛡️ Stored only on MoneyDay servers
Step 5/5 Identity check Required by law — takes about a minute.Your data is not shared with third parties. Passport main spread Uploaded and recognised Registration spread The page with your place of residence Photo requirements ✓ Address visible ✓ No glare ✗ Full page Add photo Continue 🛡️ Stored only on MoneyDay servers
🎉 All documents uploaded! The check takes 1–2 minutes afteryou send it Continue

Phone → Passport → Address → SMS code → Identity verification → Done

2

A simpler calculator

Just the numbers needed to decide: loan amount, interest rate, and total repayment. Everything else is gone.

Loan amount Money by 22:45
15 000 ₽
4 000 ₽30 000 ₽
Get the money
Faster, without the form, via
ГосУслуги
Rate0 %* To repay15 000 ₽

By clicking the button, you agree to the Privacy Policy

Drag the slider to recalculate the amount

One slider instead of two The amount in large type When the money arrives Sign in with Gosuslugi Rate and repayment at once
Calculator on the first screen
3

More trust

Identity verification via Gosuslugi, with a clear benefit: a better chance of approval.

4

More reasons to come back

We added a referral program and asked for ratings right after sign-up, while the experience was still fresh.

Bonus points earned 2,000 ₽ Deducted from your next loan payment. Cannot be withdrawn to a card. 2Repaid 1In progress 2Invited
Bonus points for invited friends
5

Simpler navigation

We removed the bottom navigation. The flow is linear: apply → borrow → repay. No need to switch between sections, and more room for content.

Personal account: current loan, client level, referral programme, loan list and sections that used to live in the bottom menu
Personal account

10 · Design system

MoneyDay Design System 1.0

One library for the whole redesign: components, tokens and patterns, taken from the real interface.

21 components · 143 icons · 17 colours · 25 text styles · 8 radii

ATOMStokens + 11 components
Colour17 tokens · swipe
#2E7EE4text/accent
#1D81FFbtn/hover
#1A58ADbtn/on-click
#D8EFFFbadge/bg-blue
#212124text/primary
#666666text/secondary
#B8BAD0text/tertiary
#7E84A5badge/text-gray
#F2F7FAbg/app
#FFFFFFtext/on-dark
#353539btn/bg-dropdown
#18A870text/success
#E4F6EFbg/success
#FF3737text/error
#FFE2E3badge/bg-red
#FEF3F2bg/error-100
#787880fills/secondary
Typography25 styles
Aa
Display HeroBold 46 / 110% / −4%
Aa
H1 MobileBold 40 / 110% / −4%
Aa
H2 MobileBold 32 / 110% / −4%
Aa
H3Bold 24 / 110% / −4%
Buttons5 types × 4 states
Get it free
Primary: one per screen
Check the result
Secondary
Contact support
Tertiary: text button
Gosuslugi
Gosuslugi
Default
Hover
On click
Disabled

311 × 46 px · radius/lg 16 · tokens btn/bg-* and btn/text-*

Badges5 variants
Blue Green Gray White Error
AvatarBank logo IllustrationsCounter ToggleSMS code digit Loading dotsLoading ring Tab pill
PUTTING IT TOGETHERatoms → molecules → screen
How a screen is built from it 10 steps
Loan amount Money by 22:45
15 000 ₽
4 000 ₽30 000 ₽
Get the money
Faster, without the form, via
ГосУслуги
Rate0 %* To repay15 000 ₽
  0 / 10

Colour and type sit in Atoms: in the original method those are atoms too, just abstract ones. Grid: 390 px with 16 px margins on mobile, 1512 with 156 on desktop. One effect style: a 32 px shadow, live on 105 instances.

What happened after launch

New users

Users sign up only once. Existing customers never saw the changes, while new users entered the new flow right away. There was no adjustment period: conversion jumped from 34% to 45% on day one.

Out of 100 people who start signing up, this many finish
Launch 34% 45% +11 pp
Registration conversion, % · the flow is walked once, so the effect shows from day one

Returning users

Returning users were a different story. They were used to the old interface and didn't recognize the new one. Activity dropped about 8% in the first month, then recovered by month three.

1 2 3 92 100
Previous level After redesign

1Month 1. Activity dropped. Returning users struggled with the new icons and reordered menu.

2Month 2. We eased the transition by restoring familiar icons and menu order, plus a short hint on first sign-in.

3Month 3. Activity returned to its previous level.

Returning-user activity, indexed to the pre-launch level (100) · by month

12 · Key learnings

What this case taught me

The transition matters as much as the redesign

A redesign needs a smooth transition. Improving the UX is only part of the job. Returning users also need a way to adjust without losing what feels familiar.

Audit the flow, not the landing page

Going through 15 complete sign-up flows showed me what worked and what could be improved. Landing pages alone wouldn't reveal that.

A working prototype beats a polished mockup

Two or three clickable options with clear reasoning helped us make decisions faster than one polished screen.

13 · My role & team

Product designer

I was the sole designer on the team. The PM handled development and priorities. I owned design, from initial interviews to pre-release design reviews.

6stages
160screens
1designer on the team
  1. 01Research15 competitors, full flows
  2. 02UX5 key decisions
  3. 03UI160 screens, mobile and desktop
  4. 04Prototyping2–3 options → one decision
  5. 05Design system21 components, 143 icons
  6. 06Design reviewReview before release

Research UX UI Prototyping Design system Design review

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