Bank al Etihad
Mobile App Redesign
Bank al Etihad has engaged R/GA to redesign their mobile app experience from the ground up. With an artificial intelligence "layer" weaved through the app, users have the most powerful banking app at their fingertips.
The project seeks to radically overhaul the visual design of the app whilst providing a seamless experience for user to complete their day-to-day banking as well as highlight investment opportunities.
Company – R/GA
Role – Lead UX Designer
Year – 2026
01 Challenge
Bank al Etihad's iOS app was in need of a refresh. Their users have been an afterthought for some time now, and as the bank rolled out more and more features for their users the more cluttered and convoluted the experience became.
Existing booking screen
02 Research
We captured requirements from key stakeholders and product owners and collated best-in-class examples of competitors, analysing their strengths and weaknesses and areas of improvement. The outcome of our workshops defined a clear set of business and user requirements, driving our design decisions, and helping us deliver a best-in-class experience for our customers.
03 Goal
To enhance the app experience for Bank al Etihad customers in Jordan. Their offerings spanned from day-to-day banking, paying bills, purchasing physical and digital gold/silver and more, as well as other investment vehicles such as stocks, bonds, funds and crypto.
Whilst the app has a lot of offerings for users, it needed to be simple and intuitive to use, whilst pushing the boundaries of traditional banking by weaving in an "Intelligence Layer", a personal AI assistant, throughout the experience that would be subtle and unprompted.
04 Design
We implemented best practices from booking flows to create a streamlined end-to-end experience for users. By enhancing calls to action and ensuring transparency regarding remaining steps and available options, we simplified the booking journey. Additionally, we used design patterns from our already established design system to minimise developers’ workload.
This approach ensured we could test our designs at speed and ensure we captured users' pain points and iterated accordingly, whilst adhering to an established set of design principles and components.
