MoneyDay · Veaceslav Djevetchi

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

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 →

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

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

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.

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