In a market where mobile uses dominate financial management, the application has become the main relationship channel between brands and their customers.
For BNP Paribas Personal Finance And its brand Cetelem, the ambition was clear: to make the app no longer a simple consultation tool, but a platform to activate key services (credit, cashback, partners, financial coaching...).

Well rated on the stores but under-exploited, the old application no longer met modern expectations:

• high-impact features were not very visible and used infrequently,
• the complexity of the courses hampered autonomy,
• fragmented ergonomics limited engagement and recurrence,
• internal teams lacked unified documentation to accelerate their evolutions.

The redesign was therefore aimed at lay the foundations for a continuous, engaging and action-oriented mobile experience, aligned with the standards of the fintech market.

The challenges:

• Aligning business and IT around a clear and prioritized roadmap despite accumulated functional debt.
• Simplifying complex regulated pathways, such as the request for an increase in monthly payments or credit.
• Making existing services visible and desirable : cashback, Cetelem+, partnerships.
• Redesign the entire mobile interface while maintaining current user habits.
• Produce self-supporting product documentation, allowing a smooth recovery by internal teams.