Business Context
Halyk Bank is the #1 business lender in Kazakhstan, trusted by ~80% of the country’s top taxpayers.
With ~8M MAU in B2C and ~300K MAU in B2B, the bank has a strong foothold in large enterprises — but untapped growth remains in the SME segment
Problem Statement
Firstly, 8 out of 10 SMEs actively use Kaspi’s services, while only 3 out of 10 choose Halyk.
Secondly, Kazakhstan’s eCommerce market — especially in FMCG — has been growing at a record pace of 12–13% for the second year in a row
Solution
As a result, Halyk partnered with McKinsey to grow its SME client base and engagement — not through direct lending, but by launching a marketplace with deferred payment options
Strategic Outcomes
Halyk
Attracted 2x more new business clients by offering platform with deferred payments
SME
Now able to place orders anytime and anywhere — with the flexibility of deferred payment
Distributors
Now able to achieve greater process transparency and improved tracking of sales and trends
My role
Worked in Agile: generated hypotheses, conducted competitive analysis, designed Figma prototypes, ran moderated UX tests in stores, analyzed results, refined validated designs, managed backlog, and conducted Design Reviews
My impact
✅ Digitized procurement for 150K convenience stores, shifting from scheduled in-person orders to online purchases
✅ Achieved adoption where 1 in 7 distributor orders is now placed via Online Duken
✅ Conducted interviews with store owners to research existing credit practices and designed deferred payment option in Onlinebank; now 9 out of 10 purchases are paid using it
✅ During Discovery, identified that cashiers were already informally making payments, so I designed role-based access control for payments in Onlinebank. 1 in 2 purchases is now paid by a cashier
✅ Built an admin panel for distributors to track sales, manage catalogs, and configure promotions
✅ Supported a marketplace with ~50K SKUs and ~200 active promotions
✅ Conducted distributor interviews and regular meetings to identify needs and prioritize features
Business Context
Halyk Bank is the #1 business lender in Kazakhstan, trusted by ~80% of the country’s top taxpayers.
With ~8M MAU in B2C and ~300K MAU in B2B, the bank has a strong foothold in large enterprises — but untapped growth remains in the SME segment
Problem Statement
Firstly, 8 out of 10 SMEs actively use Kaspi’s services, while only 3 out of 10 choose Halyk.
Secondly, Kazakhstan’s eCommerce market — especially in FMCG — has been growing at a record pace of 12–13% for the second year in a row
Solution
As a result, Halyk partnered with McKinsey to grow its SME client base and engagement — not through direct lending, but by launching a marketplace with deferred payment options
Strategic Outcomes
Halyk
Attracted 2x more new business clients by offering platform with deferred payments
SME
Now able to place orders anytime and anywhere — with the flexibility of deferred payment
Distributors
Now able to achieve greater process transparency and improved tracking of sales and trends
My role
Worked in Agile: generated hypotheses, conducted competitive analysis, designed Figma prototypes, ran moderated UX tests in stores, analyzed results, refined validated designs, managed backlog, and conducted Design Reviews
My impact
✅ Digitized procurement for 150K convenience stores, shifting from scheduled in-person orders to online purchases
✅ Achieved adoption where 1 in 7 distributor orders is now placed via Online Duken
✅ Conducted interviews with store owners to research existing credit practices and designed deferred payment option in Onlinebank; now 9 out of 10 purchases are paid using it
✅ During Discovery, identified that cashiers were already informally making payments, so I designed role-based access control for payments in Onlinebank. 1 in 2 purchases is now paid by a cashier
✅ Conducted interviews with store owners to research existing credit practices and designed deferred payment option in Onlinebank; now 9 out of 10 purchases are paid using it
✅ Achieved adoption where 1 in 7 distributor orders is now placed via Online Duken
Business Context
Halyk Bank is the #1 business lender in Kazakhstan, trusted by ~80% of the country’s top taxpayers.
With ~8M MAU in B2C and ~300K MAU in B2B, the bank has a strong foothold in large enterprises — but untapped growth remains in the SME segment
Проблема и вохможности
Firstly, 8 out of 10 SMEs actively use Kaspi’s services, while only 3 out of 10 choose Halyk.
Secondly, Kazakhstan’s eCommerce market — especially in FMCG — has been growing at a record pace of 12–13% for the second year in a row
Solution
As a result, Halyk partnered with McKinsey to grow its SME client base and engagement — not through direct lending, but by launching a marketplace with deferred payment options
Strategic Outcomes
Halyk
Attracted 2x more new business clients by offering platform with deferred payments
SME
Now able to place orders anytime and anywhere — with the flexibility of deferred payment
Distributors
Now able to achieve greater process transparency and improved tracking of sales and trends