Rewriting the rules of online banking for a conscious, connected generation
BforBank, part of Crédit Agricole group in France, had been serving customers entirely online since 2009. With agile neobanks reshaping the market, it was time for a full transformation, from visual identity to customer experience, to position BforBank as a leading European neobank.
Establishing a user-centred direction
BforBank’s customer base spans first time account holders to retirees. Designing for such a diverse group meant creating services that were universally accessible yet deeply personalised.
We conducted in-depth research across five countries, using qualitative interviews, quantitative surveys, ethnographic studies, focus groups, and competitive benchmarking to uncover key opportunities.
The insights were clear: onboarding was too complex, budgeting tools were lacking, financial literacy was uneven, and hidden fees were hurting trust.
Our guiding principle became the “conscious life”. The goal was to help customers manage money wisely, learn along the way, and feel confident in every interaction.
A human-first design vision
We created a modern, approachable art direction with bespoke illustrations and animations that turned functional processes such as onboarding into a clear, guided experiences.
A new design system, directly linked to code, kept every channel consistent and enabled instant updates.
To embed this vision internally, we structured teams into six products squads, grouped into tribes with their own product owners, project managers, and technical leads. A dedicated visual team ensured consistency across the app, website, and marketing materials.
Turning strategy into experience
Mobile banking app - Launched in France with core features like account creation, transfers, card management, and Google Pay/ Apple Pay integration. This MVP became the foundation for scaling to 5 more countries.
Website - Redesigned with the new information architecture and messaging for clarity and consistency with the app.
Operation servicing portal - Streamlined internal tools to give employees better customer visibility and improve support speed.
Shaping culture, building trust
The transformation went beyond technology. Collaboration replaced silos, decision-making accelerated, and design became a strategic growth driver. Employees felt energised and empowered, while customers experienced banking that was simpler, more transparent, and more personal.
BforBank emerged from the transformation positioned in a new market segment, appealing to a more digital-native era, and with design firmly embedded in its organisational structure.
The result?
40%
Increase in user engagement
25%
Growth in new account openings
Google Award
Best Onboarding UX in France
‘I am really happy and proud of what we have accomplished as a team. Your resilience and drive during this period are a true motivator for me. Our new app is a pleasure to use in terms of the user experience; in multiple areas including, payments, cards, homepage experience, savings… The work on our design support teams with a solid and innovative design system and user delight features from visual designers is a cherry on the cake.’
Vinodh Rajamoney
BforBank CPO
