Design a neobank-app for the microcredit champion in Ukraine - Devlight


Idea Concept

Moneyveo Neobank app

Neobank app for Microloan Organization 14B USD Loan Portfolio

2021 / August

About the project

Moneyveo, the champions in the MFI\microcredit business in Ukraine, has come to us with plans to diversify its products and target audience with a new neo-bank. It would touch an opposite target audience they had at the time — customers with medium and high incomes. Our great experience and deep understanding of the field allowed us to assess the market quickly and to quickly find the app idea that would excellently match their goals of expanding business, diversifying their product portfolio, and entering a new market.


Moneyveo is the biggest microcredit company in Ukraine and one of the fastest-growing on the market.



The company is the absolute leader in the MFI\microcredit business in Ukraine. They are entirely digital and online, without any physical branches, but with many happy clients and loyal employees.

Issued in total
Regular users in Ukraine
Moneyveo received in net profit

Our challenge

Working on Moneyveo neo-bank, we had a few challenges: 

  • the market was highly competitive and it wouldn’t accept a mediocre product that doesn’t fully cover the users’ needs.  
  • development and creation of an «advanced lending» model that would transform the loan system into a more customizable and functional
  • making the right first impression on the client, that would lead this neo-bank to be the #2 neo-bank in Ukraine in August 2024

Our main task was to create a neo-bank, that would take the loan system in Ukraine to the next level.


Problems we faced with

The competitiveness of the market

Work with respondents, and process exactly 100 interviews in a limited time

Development of a flexible credit engine

Limited time for the unlimited creativity process of business ideas generation, hypothesis testing, and prototyping


Solutions we propose


Conduct Market research:

  • competitors research
  • user research
    business model
  • research
    trend research

Customer development:

  • hypothesis creation
  • user profiling & segmentation
  • user service & in-depth interview

Business modeling

  • BMC design
  • cost structure calculating
  • revenue structure forecasting
  • BEP & ROI modeling

Customer orchestration

  • customer journey mapping
  • service blueprint design
  • customer funnels design

Design a unique value proposition

  • user jobs mapping
  • pains & gains discovery
  • pain relievers & gains creators
  • proposed solutions

Concept testing App prototyping testing

  • VP testing with the client
  • high fidelity prototype user testing via Maze

The process of creating

To succeed, you need a plan. To succeed in enterprise mobile app development, you need the exact plan of the development process described below. As simple as that.

Discovery phase
Product value rncreating
What is the product overall value? How product will compare into the market ?
  • > Trend Canvas
  • > Key business ideas
  • > Customer journey map
  • > Value proposition canvas
Requirement gathering u0026rncollecting
What is the business context ?rnDid vision match it ?
  • > Backlog creating
  • > Job & user stories creating
  • > BPMN modelling
  • > Business tasks describing
  • > PRD completing
High fidelity prototypingrncreating u0026 testing
How the users will interact withrnproduct concept?
  • > Figma hi-fi prototype creating
  • > User flows mapping
  • > Clickable prototype creating
  • > Clickable prototype realtime testing
  • > Iteration changes
Product’s software integrations plan creating
How the buisness will interact with product concept?
  • > Software architecture diagram
  • > Data flow diagram
  • > API methods specs.
  • > 3d-party services integration model
  • > Full technical specification creating
phase 1

Discovery process

DESIGN SPRINT and solution

During this stage, we outline our goals, test hypotheses, sketch a prototype and after creating the prototype, we test it. Then we deliver the final solution to client and move on.

Initial workshop with the client

The next step is deep work with the client, which gives us answers to the most important question. During this workshop, we discovered problems and requests that clients had and found the best suitable solutions for them.


Value Proposition Canvas

helped ensure that a product was positioned around what the customer values and needs

Business Model Canvas

created visual representation of a business model, highlighting all key strategic factors, customers, revenue streams and more.

Customer journey map

mapped user journeys, measured touch points, and examined all of the most challenging areas.

IN – depth

For a deep understanding of the unresolved problems market has, we need to conduct qualitative research. In-depth interviews are just perfect for that, as they receive detailed answers from respondents instead of simply filling out a standard questionnaire. Also, they are one of the most inexpensive and simplest studies.rnrnThese interviews do not confirm or disprove hypotheses. They just describe the user experience. And through this, we can have a better understanding of problems that are occurring, their context, and how users manage these problems.

Recruiting people for interviews is another job that is needed to be done. Not every user fits into respondent requirements, that is why we need to form a list of characteristics describing the perfect user, whose experience will be most relevant to us. Based on these data, a screening questionnaire is formed which filters questions for the selection of respondents.

Screening criteria for respondents
  • Age (20-55 years old).
  • Income (average/above average/ high).
  • Over the past six months, the respondent has used loyalty services.
What is important to understand
  •  Who our user is, what his goal and motivation are.

  • What his current experience is – what steps he goes through, what actions he takes on them, what problems he has, what pleasant moments arise along the way.



1.5 H

Duration of each




After the interview is done, we translate respondents’ answers into text form. And that’s where real work begins, and where insights are born.
We analyze all answers and divide them into colors. Yellow stickers describe what actions the person performed, red stickers — what problems he had at that moment, and green stickers — what pleasant moment he had while moving toward the goal.

Also, we point out the context that facilitated these actions. Then we define the Big Job that all actions were performed for. And, finally, we group the stickers by topic. As a result, we get a certain number of groups of stickers and then give them certain names. This process is called theming.

user persona

Based on the data obtained from in-depth interviews, we draw up a general user persona that reflects the customer segment we have intensified as a key.

Roman Bondar

Age: 25

Status: Single

Occupation: IT Freelancer

Location: Kyiv

Roman receives irregular income from clients (mainly from abroad) 17 – 26 thousand dollars annual income. Roman rents housing and owns a simple car. He travels abroad 2-3 times a year, or spends a significant part of his life abroad. He often goes into installments (e.g. need to buy a new Apple Watch). Roman are prone to emotional purchases.

  • Wants to spend more and spends thoughtlessly
  • It is important for him to be able to convert his transactions into installments to meet the budget
  • It is important for him that he can earn additional funds with the help of the bank
  • Banks do not provide sufficient credit limits at the start
  • He does not understand why he should use several cards if he already has one
  • He doesn’t plan a budget, but he doesn’t mind learning
  • Joint Purchases
  • We provide clients with budgets
  • Credit limit for the transaction + installments
  • Online card replacement
  • Friends
  • Online and social media
  • Online advertisement
  • Mobile apps
  • Social network
  • iPhone

entity relationship
diagram (ERD)

Entity Relationship (ER) Diagram illustrates how “entities” such as people, objects or concepts relate to each other within a system of app.


Competitor research

No one is isolated from the market, so in developing a new product you have to consider competitors, their strengths, and weaknesses. That is exactly what we were busy with at the stage of competitors’ research. It is an efficient instrument for brand positioning, market research, and discovering its unresolved problems.


Features backlog

After analyzing what’s under the hood in competitors’ products, we’re able to create our own features backlog to get a helicopter view of all things that must be done in development.


high -fidelity

High-fidelity wireframes are often built in the advance stages of the design process to communicate design decisions to the development team prior to coding the final product.


low fidelity

It’s design time! We prototype the main screens and their possible variants of them to select the most fitting vector for our design system. Few options of design are going through our targeted audience reviews to check if it’s clear and understandable for them.

phase 2

design process


Primary Colors


Primary Colors


Buttons Cases

I don’t have a card
Open a new account or product



Final design

Finally, we are happy to share with you finalized design screens!
The effortless-looking and friendly design are what we resulted with after all the previous stages of hard work and deep research. Looks neat, doesn’t it?


HOME Screen

On the initial page, users can see all the main info about their account and have access to the menu.




Make transactions, leave comments, and attach files. Here you can do everything that may be needed while sending money.


This page allows users to track their income and expenses, analyze them and make appropriate adjustments. Or not)



If you are meticulous and always need to have a plan, then after analyzing income and expenses you would like to set a budget for the next month. This is the page to do so.

Customer feedback


The results of product research

The discovery phase erased all doubts that were still existing on whether Moneyveo should or shouldn’t build and release the product.  It showed the market’s readiness for such a product and the people’s need for it.

Screens for prototypes developed
Interviews with respondents conducted

Thanks for watching !

Get a consulation