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At Markswebb, we offer an alternative perspective on product development—helping teams identify new growth opportunities and apply best practices to move forward with confidence. Our proprietary evaluation systems, including the Mobile Banking Rank, are based on a structured benchmarking approach. They help uncover critical gaps in digital services compared to market leaders and direct competitors.
Alfa-Bank Belarus chose this approach: recommendations from the Mobile Banking Rank became a strategic pillar for the mobile app team, complementing their internal development processes and overall digital strategy.
In this case study, we explain how we worked together with the bank’s team to:
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Alfa-Bank Belarus developed its mobile banking app from scratch. From the very beginning, the product team conducted in-depth research of the Belarusian market—speaking directly with customers and building the product based on their needs. The app launched in May 2023, and less than a year later, the bank reached out to Markswebb. The team understood that digital development is a continuous process of change and sought an external perspective rooted in global best practices.
The goal of the project was to reach fifth place in the Mobile Banking Rank 2023 for Russia by using the more advanced Russian market as a benchmark.
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While Alfa-Bank Belarus is not officially included in the Russian edition of the Mobile Banking Rank, the team uses this system as a framework for objectively assessing the quality of its digital customer experience. Since there is no comparable evaluation system in Belarus, the bank commissioned a customized version of the Mobile Banking Rank to clarify and expand its development backlog.
“The evolution of our mobile banking app requires constant work on delivering a memorable user experience and staying immersed in global digital service trends. Our collaboration with Markswebb through the INSNC program gave us an objective and highly expert perspective, helping us make our mobile app even better for our customers.”
— Yuliya Mikhaylovskaya, Director of Digital Business, Alfa-Bank Belarus
Applying the Mobile Banking Rank in its original form was not feasible due to specific differences between the Belarusian and Russian markets:
Markswebb adapted the methodology at the initial stage and throughout the first audit. This localized version of the Mobile Banking Rank allowed the team to identify and prioritize over 500 UX improvements The list of recommendations was adjusted collaboratively with Alfa-Bank Belarus. The process involved multiple joint sessions, during which the bank provided clarifications on local specifics. The Markswebb team then assessed each case to decide whether to adjust, remove, or supplement the criteria.
For example, one removed criterion was related to payments to government organizations via account number—such forms are not available in Belarusian banking apps for services like tuition or kindergarten fees. As such, these criteria were excluded and did not impact the final score.
The mobile app is updated every two weeks. From the earliest stages of the consulting engagement, the Markswebb team delivered over 500 recommendations to Alfa-Bank Belarus. These began influencing the development process immediately. Some recommendations were implemented exactly as proposed by Markswebb; others were designed from scratch by the bank’s team but still based on Mobile Banking Rank insights and UX benchmarks.
Decisions about implementation were integrated into the team’s standard prioritization process. Importantly, Markswebb’s recommendations were not handled by a separate stream or team—they became part of the bank’s main development backlog. The collaboration with Markswebb supported the bank’s broader digital transformation strategy, launched in 2021, which focuses on continuously improving the usability of its digital channels.
Not every recommendation could be implemented right away due to resource constraints. Prioritization was based on the potential value for Alfa-Bank Belarus customers. Suggestions not yet implemented remain in the backlog for future development.
The main objective of the project was to help Alfa-Bank Belarus reach fifth place in the digital experience ranking. To support this, Markswebb identified key growth opportunities within the app that would drive the bank closer to this goal. During the second audit, our team delivered specific, prioritized recommendations—each explained in detail and tailored to the team’s development process.
The product team received a comprehensive table with 518 actionable recommendations.
Below is a summary of the most impactful suggestions, grouped by thematic areas:
Users should be able to hide account balances and personalize the layout of the home screen with widgets. This makes the interface more user-centric, both in terms of convenience and privacy.
Feature walkthroughs and onboarding slides for both new and returning users. The first release is planned for February. These elements help users quickly understand the app and access its key features more easily.
See our research on digital onboarding
Smart prompts within the app that save users time and reduce errors—especially in scenarios like money transfers.
Enhanced card and account management features
Enables customers to start using a card instantly, improving speed and convenience.
Improve how account and transaction information is displayed—such as interest rates on deposits and loans—so users can find what they need faster.
Enable clear and intuitive limit settings for online purchases, ATM withdrawals, and card-based transfers. This enhances financial control and security.
Allow users to save payment details for recurring operations, reducing repetitive data entry.
Warn users about potential additional charges when sending funds to cards from other banks. This helps avoid unexpected fees—especially when transferring full amounts.
Let users set a preferred account to be automatically selected for payments. This reduces the risk of debiting from the wrong account.
Displaying accumulated bonuses in the app allows users to easily track and manage their rewards, encouraging more effective use.
Enable global search across transactions and payment forms. This significantly reduces the time spent locating specific operations or transfers.
Displaying recognizable merchant logos enhances the visual clarity of transaction lists, making it easier for users to understand and verify their spending.
A responsive chatbot with seamless handover to a human agent when needed. This ensures quick resolutions while retaining the option of personalized service.
Access to a complete record of customer service interactions, including bank responses. This makes it easier for users to track the progress of requests and refer back to previous conversations.
Users can request a callback instead of waiting in line—reducing wait times and offering a more convenient way to reach the bank.
By the time of the final audit, Alfa-Bank Belarus had significantly improved its scores.The improvements were tracked using the Mobile Banking Rank checklist system, which highlighted growth in both Daily Banking and Digital Office. Daily Banking checklist score reached 64.5 points—up by 10.3 points from the first audit’s 54.2. The Digital Office score rose to 80 points—17.8 points higher than the initial result of 62.2. This level of progress within a single year is a major achievement: the bank has come remarkably close to its goal.
Moreover, the double-digit growth in both systems significantly outpaces the progress typically observed across the industry during similar timeframes. As of now, only 14.8 points separate the bank from a top-5 position in Daily Banking and just 1.2 points in Digital Office. All critical improvements are already in development.
The mobile app now supports more advanced scenarios, including predictive mechanics and expanded personalization options. New features—such as customizable product displays, interactive onboarding, intelligent fee alerts, and simplified access to financial information—have made the app more user-friendly and secure.
This wasn’t a one-off project. Markswebb’s support became part of an ongoing improvement cycle. Unimplemented recommendations from the Daily Banking stream remain in the backlog, and future work will likely expand in scope. Alfa-Bank Belarus continues to use the Mobile Banking Rank to evaluate new features and explore market best practices. The project also resulted in a localized evaluation system for Belarus, which can now be updated and reused annually.
“I want to express my sincere appreciation to the Markswebb team for their outstanding expertise and deep involvement in our project. Special thanks to the team we worked with for their dedication, empathy, and ability to truly understand our needs. From the start, we knew this was just one step on the journey to delivering an exceptional customer experience—something we aim to turn into a long-term habit. Maintaining this standard of quality is critical, and we’re committed to not only preserving what we’ve achieved but building on it. Looking ahead, we are excited for new research and improvements, and I’m confident that together we will continue to deliver only the best experiences for our customers.”
— Olga Lashkevich, CPO, INSNC, Alfa-Bank Belarus
Every year we conduct up to 15 studies of digital services. These are industry benchmarks that reflect the state of the market and trends.
