Gazprombank—One of Russia's Largest Universal Banks, Ranked Third in Central and Eastern Europe by Own Capital Size
Problem Framing
Gazprombank needed a lightweight entry point into banking inside VK to capture attention where users already spend time. Constraint: ship an MVP across VK (bot + notification panel), mobile, and web in 3 weeks, under NDA, with bank-grade compliance and minimal external testing.
The Core Idea
Turn VK’s notification panel and bot into a micro-banking surface: fast glanceable state + one-tap actions + a simple reward hook. Treat it as a funnel top—introduce banking value where users already have daily habit, then hand off deeper flows to the app/web.
Key Hypotheses
If we bring core banking touchpoints into VK with instant visibility + tiny actions + lightweight rewards, then we will see:
↑ First-session interactions from VK entry points
↑ Return visits via VK re-engagement
↑ Down-funnel conversions (deep links into app/web)
From Problem Space to System Design
Key Steps
2) Resource alignment - one working session to inventory what GPB and VK can each supply; set delivery contracts and API limits.
4) Competitor scan - reviewed VTB/Alfa VK approaches to avoid obvious traps and duplications.
5) Corridor test - internal validation for comprehension, speed, error traps; iterated copy and density.
6) Gamification layer - added limited-edition sticker rewards tied to simple actions to kickstart initial interest.
7) Design sytem fit - kept components within DS rules (Variants, AutoLayouts) for reuse across mobile/web.
Problem Decomposition
Business Goals:
2) Reduce CAC on social traffic by leveraging native VK surfaces
3) Maintain compliance and operational safety within strict time/tech limits
User Goals:
1) See useful banking info without leaving VK
2) Perform tiny actions fast; defer heavy tasks to the app when needed
3) Get a clear “why care now” signal (limited rewards, time-boxed prompts)
Outcomes and Current State
Current Status:
1) VK MVP shipped: bot + notification panel micro-flows; sticker mechanics integrated.
3) Operational: analytics events wired for entry → interaction → deep-link handoff.
Evaluation Criteria
1) Reach & intent VK panel impressions, bot opt-ins, CTR to first action.
2) Transactional: first-session completion of tiny actions, sticker claim rate, return within 7 days.
3) Handoff: deep-link clicks to app/web, completion of downstream goals.
3) Quality: error rate in dense surfaces, latency to first response, drop at each micro-step.
2026