Building a digital banking experience from zero to launch

GetirFinance

Designing the MVP of Getir’s first financial product, from early research and product definition to a scalable experience ready for launch.

Turning a complex banking journey into a simple Getir experience.

GetirFinance was built from the ground up, bringing banking into an ecosystem already used by millions. I helped turn complex financial requirements, user expectations, and 128 onboarding scenarios into a simple, launch-ready product experience.

Key Contributions

Product Design · MVP Definition · User Research · Onboarding · Design System · Team Building

Onboarding:

the moment a Getir user becomes a GetirFinance customer

Card Tracking:

following the new card from order to doorstep

Product Selection:

choosing between a credit card and a GetirFinance account

Impact

Key Objectives

Create a seamless fintech onboarding experience

Simplify complex banking and regulatory requirements

Reduce friction across critical user journeys

Build user trust in a new financial product

87%

onboarding completion rate

onboarding completion rate

onboarding completion rate

A complex financial onboarding journey designed to keep users moving from start to finish.

A complex financial onboarding journey designed to keep users moving from start to finish.

~20%

faster

faster

faster

than competitor onboarding flows. A streamlined experience that reduced unnecessary friction while meeting banking requirements.

than competitor onboarding flows. A streamlined experience that reduced unnecessary friction while meeting banking requirements.

128

scenarios designed

scenarios designed

scenarios designed

Edge cases, verification states and regulatory requirements were mapped into a coherent onboarding customer journey.

Edge cases, verification states and regulatory requirements were mapped into a coherent onboarding customer journey.

0 → 1

from concept to launch-ready MVP

from concept to launch-ready MVP

from concept to launch-ready MVP

Research, product definition and execution came together to establish the foundations of GetirFinance.

Research, product definition and execution came together to establish the foundations of GetirFinance.

Launch Film:

bringing the Getir Card to life in the brand campaign

Launch Film:

bringing the Getir Card to life in the brand campaign

  • Explore full case story

Getir Card:

the card at the heart of the GetirFinance experience

Getir Card:

the card at the heart of the GetirFinance experience

The Problem

Banking is complex. Getir isn’t.


Banking is complex. Getir isn’t.

The core challenge

Getir had built its experience around speed and simplicity. Bringing financial services into that ecosystem introduced a very different level of complexity.


Opening an account meant navigating identity verification, regulatory requirements, eligibility rules, error states and dozens of possible user scenarios. The challenge wasn’t simply designing a banking interface. It was finding a way to make all of that complexity feel consistent with the simplicity users already expected from Getir.

Getir had built its experience around speed and simplicity. Bringing financial services into that ecosystem introduced a very different level of complexity.


Opening an account meant navigating identity verification, regulatory requirements, eligibility rules, error states and dozens of possible user scenarios. The challenge wasn’t simply designing a banking interface. It was finding a way to make all of that complexity feel consistent with the simplicity users already expected from Getir.


How might we build a compliant financial onboarding experience without making it feel like traditional banking?

First MVP:

from balance overview to a credit card application in a few taps

Approach & Design


Every additional decision creates friction.

Users wanted to know what was expected of them without having to understand banking terminology.

Users wanted to know what was expected of them without having to understand banking terminology.

Speed alone isn’t enough.

Financial products require confidence and transparency as much as efficiency.

Financial products require confidence and transparency as much as efficiency.

Edge cases are the product.

Users wanted to know what was expected of them without having to understand banking terminology.

Users wanted to know what was expected of them without having to understand banking terminology.

Familiarity reduces cognitive load.

Maintaining Getir’s interaction principles helped make an unfamiliar financial journey feel more approachable.

Maintaining Getir’s interaction principles helped make an unfamiliar financial journey feel more approachable.

Ownership & Collaboration

Ownership &
Collaboration

Design the complexity behind the scenes

Simplify the journey

Remove unnecessary decisions and communicate one clear action at a time.

Design the system, not just the happy path

Treat all 128 scenarios as part of one connected experience.

Build trust through clarity

Use transparent language, predictable feedback and clear progress throughout sensitive financial steps.

Create foundations that could scale

Build reusable patterns and components that could support the MVP as well as future financial products.

Success Criteria

Completion

Can users successfully finish onboarding?

Efficiency

Can they do it with less friction than existing banking experiences?

Scalability

Can the system accommodate regulatory and product complexity without fragmenting the experience?

Final Experience

01. A guided onboarding experience

A step-by-step flow broke complex account opening requirements into clear, manageable moments.

02. Tracking your card from order to arrival

A map and clear delivery updates help customers follow their new GetirFinance card from order to arrival.

03. A clearer path through identity verification

A guided checklist makes each verification step visible, helping customers understand what is required and what comes next.

Key Learnings

0→1 products require more than interface design.

Building GetirFinance meant contributing to product definition, research, team collaboration and the systems required to ship.

Edge cases deserve first-class treatment.

In regulated products, designing the system means designing what happens when things don’t go as expected.

Metrics make design decisions tangible.

An 87% completion rate gave us a much clearer measure of the experience than visual quality alone.

Next

Next

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