PRAXIA
DIGITAL CHALLENGER BANK
THE BRIEF
Role & responsibilities
Praxia, a Greek startup, is on a mission to transform the country’s banking landscape by launching Greece’s first fully app-based bank. Traditional banking in Greece remains a cumbersome process, requiring printed forms, mailed documents, and in-person branch visits. Praxia seeks to disrupt this outdated system by introducing a seamless, fully digital banking experience tailored to modern users.
The platform should enable hassle-free account opening, smart financial management, and seamless daily banking, all while ensuring compliance with Greek financial regulations.
As the Lead Product Designer for Praxia’s digital challenger bank, I was responsible for shaping a seamless and intuitive banking experience that redefined how young Greeks managed their finances. I led the end-to-end design process, conducting user research, creating wireframes, prototyping, and developing the final UI to ensure a user-friendly and engaging experience.
Discovery & Research
Define Objectives & Vision
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Define the vision: A customer-centric, mobile-first digital bank that simplifies financial management for Greek consumers.
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Establish key goals: financial inclusivity, seamless transactions, regulatory compliance, and user empowerment.
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The current Greek banking landscape (legacy bank challenges, digital adoption rates).
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Consumer pain points (bureaucracy, high fees, poor digital experiences).
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Regulatory requirements (Bank of Greece, PSD2, AML compliance).
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Simplify the status quo with banking in Greece
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User & Market Research
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Identify key target groups
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Conduct surveys, interviews, and focus groups to understand pain points
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Develop user personas that represent different financial behaviours and needs.
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Assess existing Greek banks and global digital banks (e.g., Revolut, N26, Monzo).
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Identify gaps in user experience, mobile banking features, and financial tools.
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Key Insights
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Many customers feel frustrated with legacy banks, citing bureaucracy, slow processes, and outdated UX.
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Service innovation is in demand: faster onboarding, real-time payments, better customer support.
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Customers may be cautious toward entirely digital banks.
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Need to build strong brand trust.
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There's a trust deficit due to past financial instability, which can either be a challenge or an opportunity.
Design Process
​​Defining the Core Features:
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Focus on simplicity, transparency, and trust.
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Ensure a frictionless, mobile-first experience with minimal paperwork.
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Implement AI-driven financial insights to empower users.
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Establish a strong and unique visual identity.
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Ensure UCD and HCD methodologies are at the heart of everything.
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Design a simple, intuitive navigation that reduces cognitive load.
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Prototyping:
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Develop low-fidelity wireframes for key screens and user journeys.
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Create high-fidelity prototypes using Figma or Adobe XD.
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Design personalised financial dashboards with real-time insights.
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​Collaboration:
Collaborating closely with product managers, engineers, design team members, suppliers and key client stakeholders, I ensured that the product met the project design goals, financial compliance requirements, and importantly the key focus of ease of use. Additionally, I designed smart saving tools and personalised financial management features, using customer insights to create a platform that empowered users by taking away the complexity of the Greek banking system.
