Role
Designer
Lead designer
Services
Branding
Mobile App
Website Design
About
Dolyame is the first BNPL (Buy Now, Pay Later) service in Russia, allowing users to split purchases into installments with no extra fees.
The service included a mobile app, website, and integration into the T-Bank ecosystem to make purchases as simple and accessible as possible.
Challenge
Before Dolyame, users faced long and complicated installment processes, confusing flows, and high rejection rates.
There were also strict credit or installment limits that blocked purchases in certain product segments.
Our goal was to create a simple, fast, and seamless product from scratch that would enable easy installment payments and reduce user drop-off at every stage.
My Role
I was responsible for launching and growing the product from scratch:
Designed key user flows (purchase flow, verification, repeat payments).
Developed and implemented the visual style and brand guidelines.
Oversaw the website and mobile app.
Built and led a team of two designers, established design review processes and cross-functional collaboration with product and engineering.
Actively participated in data analysis and UX optimization to increase conversion rates and repeat payments.
Results
We launched the first full-scale BNPL service in Russia from scratch.
Built a strong, recognizable brand and set clear positioning guidelines for partners.
Created a website to explain how the service works, help customers find partner stores, and encourage adoption.
Developed a mobile app for tracking purchases and limits, discovering products, and paying in installments directly.
Reduced repeat transaction time from 3 minutes to 30 seconds.
Increased T-Bank card payment share by 7%.
Boosted repeat payments by 17%.
2,5M
Customers
+17%
Increase in repeat payments
x6
Faster repeat payment process
We added the ability to save the card and make a purchase with one click, we increased the number
of payments by 17%, and also reduced the time it takes for repeat customers to complete a transaction from 3 minutes to 30 seconds.
Over time, the mobile app transformed into a full-fledged marketplace where users can browse products from all partners, grouped by categories and filters.
We also developed a native product card design, which significantly improved conversion rates and made the purchasing experience smoother and more engaging.
The website helps users understand how the service works, discover partner stores, and encourages new merchants to join.
From the start, we built it with a component-based approach using an internal website builder, which allowed us to update content instantly and quickly adapt pages for new needs.