Dasreda.ru is bank's educational platform helping people start and grow businesses. Through valuable content, we educate entrepreneurs while introducing them to banking products. Despite having a large audience, the platform's design became outdated: confusing navigation deterred users and key sections remained unnoticed.
Redesign of Educational Platform for Entrepreneurs
Go to Figma
Challenge
After analyzing the situation, we identified the need for a complete platform overhaul, not just cosmetic improvements. While business initially wanted minimal changes, research and analytics revealed serious issues:
- Heat maps showed low engagement with key navigation sections
- Minimal content viewing depth due to complex navigation
- Navigation so complex that even team members got confused
- Unoptimized SEO structure
- Conservative stakeholder approach to changes
Solution
Despite business concerns about potential performance decline, I tasked the designer with conducting comprehensive research to identify real user pain points. Based on the findings, we proposed and defended significant changes:
- Developed modern media design with intuitive content presentation
- Implemented smart product promotion through native integrations
- Completely rebuilt knowledge base navigation using familiar user patterns
Results
- Platform MAU grew 5x — from 100K to 500K users
- Paid product conversion increased by 45%
- Banking product conversion grew by 20%
- Platform ranks in top-3 educational resources for entrepreneurs nationwide
Bonus and Key Learnings
The project delivered several important outcomes beyond metric improvements:
- This project birthed the company's first design system. Many solutions were incorporated into subsequent iterations and are now used across all products.
- This experience demonstrated the importance of data-driven design defense. Only through deep metric analysis and user research could we convince business of necessary changes.
- Main lesson — empathy for all process participants is crucial. By understanding the business stakeholder's perspective, we recognized their fears: worried that pursuing beautiful design might break a working product. This understanding helped us find an approach that protected both user and business interests.