Year
2026
Role
Product Design Manager
Duration
6 months
Scope
Product Strategy, UX, UI, Microcopy, Usability Testing, Legal Collaboration, Design System
Redesigned Bank Hapoalim's credit card experience: three functionally identical card products, sold on raw numbers and dense compliance text, became a visual-first, lifestyle-led selection flow.
Leadership asked for higher conversion in the credit card application flow. The honest diagnosis came first: the bank's three card products, Visa Gold and Mastercard Gold among them, were functionally identical, just different brand skins on the same underlying product, while competitors offered real differentiation through loyalty perks and cashback. No amount of interface polish fixes a non-differentiated product, and that reframe shaped everything that followed.
Cards were treated as generic financial utilities, forcing users to compare raw numbers and dry terms instead of emotional value.
Heavy regulatory disclosures overloaded the interface with dense, intimidating text blocks, creating heavy cognitive friction.
The legacy interface lacked visual storytelling, failing to leverage the premium lifestyle appeal of high-tier cards, directly hurting conversion.
Design can't fix a business-strategy gap by itself, but it can raise the ceiling within one. He wouldn't commit to a conversion target unless the business side changed the product too, so the strategy focused on what was actually in reach: making the experience feel different even where the products weren't, and getting compliance out of the user's way.
When core banking terms are identical, immersive visual identity becomes the primary decision-driver.
Wrapping standard cards in rich contextual worlds, aviation, luxury travel, to evoke immediate emotional alignment.
De-risked the regulatory overhead by moving dense legal disclaimers into progressive disclosure, keeping focus on the experience.
Now in active development. High-fidelity prototypes went through four rounds of usability testing to validate the visual-first approach against regulated constraints, here's what that testing showed.
High-fidelity prototypes underwent extensive usability testing to validate the visual-first approach against regulated constraints.
Usability testing showed a dramatic drop in choice paralysis, with participants navigating the selection flow seamlessly.
Qualitative feedback confirmed lifestyle environments shifted user perception from a dry banking form to an elite experience.
Progressive disclosure satisfies legal requirements while maintaining high user engagement and flow velocity.
Design can't compensate for a business problem. Saying that out loud, early, instead of just shipping another polished iteration, was harder, and more useful.