Alfa-Forex

Building a Suite of B2C Trading Platforms for Alfa Bank Ecosystem

Challenge

Alfa-Forex was Alfa Bank’s primary trading platform, offering access to Stocks, Commodities, and CFDs. I joined as Lead Product Designer to update Alfa-Forex’s trading experience by improving UX, redesigning legacy pages, and driving expansion through a new suite of B2C platforms.

For Alfa-Forex, I:

  • Used the existing design system while introducing visual innovations

  • Improved and created UX flows for trading widgets and financial tools across web and mobile

  • Redesigned legacy pages and added new ones to enhance the overall product

At the same time, I led the full design and delivery of a broader B2C suite — built entirely from scratch for new market segments, aligned with Alfa’s design principles and compliance standards.

Execution

I led a full-cycle product effort across Alfa-Forex and the new suite of B2C trading platforms.

Alfa-Forex:

  • Redesigned outdated screens on web and mobile

  • Improved UX for trading widgets, market data modules, and financial tools

  • Applied visual updates using the legacy design system as a base

B2C Platform Suite:

  • Designed and launched new platforms from scratch

  • Built modular UI libraries to accelerate development and ensure consistency

  • Delivered responsive layouts for web and mobile, with light/dark theme support

  • Designed onboarding, referral, and analytics dashboards based on user needs

  • Ran A/B tests and iterations to improve core user journeys

I also handled end-to-end visual execution, including motion and 3D assets. When external resources fell through, I stepped in to deliver 3D visuals using Cinema 4D and Redshift.

The visuals below highlight key journeys across the suite — from homepage to onboarding, dashboards, and trading flows. All products were unified by UX logic, regulatory compliance, and design system consistency.

Outcomes & Evolution

Product metrics:

  • Reduced Time-to-First-Trade by 40%

  • KYC completion rate: 78% (vs. 52% industry average, CBR audit)

  • 30% of users acquired through referral mechanics

  • +15% ARPU uplift from advanced analytics and VAS

Evolution:

  • V2 rollout introduced social features and integration with Alfa-Invest

  • Components reused across other Alfa products (e.g., Alfa-Crypto)

  • All platforms passed UX/compliance audits by the Central Bank of Russia

I redesigned Alfa-Forex and led the creation of a new B2C trading platform suite from scratch — covering UX architecture, visuals, and regulatory compliance. The result: a scalable, regulation-compliant product family that expanded Alfa’s retail trading funnel and laid the groundwork for future ecosystem launches.