Open the home to everyone
The logged-out home shows the full one-tap launch grid, offers and lifestyle rails. Anything that needs an account asks for it at the moment of intent, not at the front door.
Alfa / Gen 1 · 2019 / Use case
Let people window-shop a bank before they join it.
A banking app with a login wall only serves people who already chose you. The Open App let anyone explore Alfa first, and gave them clear, well-timed doors into registration.
01Before
Every door was locked.
In the agency app, nothing was visible until you had registered and logged in. People who downloaded Alfa out of curiosity, or because a friend mentioned it, met a form before they met the product.
The business wanted new customers. The app was only built for existing ones.
02Key decisions
What I designed, and why.
Two honest paths to join
Registration starts with one clear question: are you already an Alfalah customer, or new to the bank? Each path then asks only what it needs.
Keep returning users fast
Registered customers get a remembered, personalised login with a 4-digit PIN option, so opening the app to check a balance stays quick.
Sign up from inside the story
“New on Alfa? Sign up” sits in the header, and every locked feature routes into registration, so the ask always has context.
03The flow
Step by step.
Drag or scroll sideways, and tap any screen to see it larger.
1Splash
Alfa brand moment on launch.
2Open home
Browse everything without an account.
3Choose a path
Existing customer or new to bank.
4Registration mode
Sign in or start registering.
5Login
Username, password or social.
6Quick PIN
Returning users, one step.
7Personal home
The same home, now yours.
← Drag to follow the flow →
04Next time
What I’d improve, with hindsight.
Informed by the later UX audit
- The later UX audit found that “sign up on Alfa” and “digital account opening” still confused people, because they looked like two different products. I would merge them into one clearly labelled journey.
- I would measure the funnel from open home to registration from day one. We relied on growth numbers rather than step-by-step drop-off.
