ACBA Bank is one of Armenia’s leading banks, with a sustained focus on digital services and innovation.
Hub is the non-banking services section of acba digital. It brings services for everyday needs into one place, helping the bank’s customers discover and use them in an app they already know. Hub is now live in acba digital.
The product design challenge
Users needed to find the right service and understand how to start a task. The same service could be accessed through different contexts and touchpoints, so those paths needed to feel clear and consistent.
My challenge was to create a clear service structure that preserved familiar navigation while allowing the bank’s teams to introduce new capabilities.
Research and design approach
I synthesised findings from workshops, stakeholder interviews, and benchmarking to define Hub’s role, information architecture, and design direction. The focus was the customer’s intent: what they wanted to do and how they would find the relevant service.
In the interface, I combined quick access with service discovery. I designed app screens and new design system components in acba digital’s visual language, connecting the new section to the wider banking app experience.
My contribution
As Product Designer, I worked on Hub end to end, from initial research and problem framing through design, implementation, and launch. I collaborated with cross-functional teams at every stage to align product decisions, design, and technical delivery.
Special thanks to Design Team Lead Astghik Salnazaryan for her guidance and support throughout the project.
