Research, Design
& usability testing for
SERVICES
How we help your product grow
User & Product research
Define unmet customer needs. We identify high-value opportunities for your product so you build what customers actually want.
Learn more
Customer experience
Elevate competitive advantage with outstanding CX. We turn every interaction into a journey your customers truly enjoy.
Learn more
Product-market fit
Validate ideas, features, and pricing. We help you prove decisions on market demand, target segments, product scope – all backed by data.
Learn more
UX/UI design & prototyping
Make complex things easy to use. We turn ideas into experiences that fuel your business and win people's hearts.
Learn more
Usability testing
Build seamless user experience. We validate every step of the user journey to ensure nothing stands between your customer and a conversion.
Learn more
PROCESS
Industries we serve
Banking & Credit Unions
What we do
We collaborate with in-house research, product, and CX teams to accelerate delivery, uncover new customer insights, and improve product and service experiences.
Our expertise spans:
- Retail banking (mass market, affluent, premium, youth/kids)
- SME and business banking
Core capabilities:
- Qualitative and quantitative CX research
- UX audits and usability testing across digital touchpoints
- Customer Value Proposition design
- Product strategy, conceptualization, and prototyping
to help you excel at
Revenue per customer
Customer
lifetime value
NPS / CSAT / CES
Digital engagement
Retention /Сhurn
And more...Trade & Investment
What we do
We research user needs & design intuitive, and user-centric trading and investment solutions that empower people to grow and manage their wealth with confidence.
Our services cover stock and crypto trading, mutual funds & ETFs, robo-advisors, forex & commodities, social trading, and alternative investments.
Our team combines deep financial domain expertise with strong UX capabilities to ensure users can confidently navigate and invest across diverse asset classes.
to help you excel at
Assets Under Management
Funded account conversion
First trade/Investment
Portfolio engagement
Customer retentionCrypto
What we do
Our goal is to help you design intuitive, trustworthfull and compliance friendly UX to improve onboarding and activation, communicate clearer your crypto value proposition, build trust, optimize trading and transaction journeys to support your growth and long-term market poison.
to help you excel at
Wallet activation
KYC completion & first deposit 
Trust & security perception 
Trading Effort Score Customer retentionFintechs (diff sub-domains)
What we do
We help fintech teams accelerate growth, validate product-market fit, improve delivery speed, and reduce business risk through customer-centered research and product design.
By uncovering actionable customer insights, we help organizations create better product and service experiences through:
- Qualitative and quantitative CX research
- UX audits and usability testing across digital touchpoints
- Customer Value Proposition design
- Product strategy, conceptualization, and rapid prototyping
to help you excel at
Transaction completion rate
Merchant trust in platform
Credit approval perception
Customer NPS score
User adoption rateAnd more...
Andriy Gubinskyi
CEO, Founder at
Craft Innovations
Even if you’re not from the financial industry, or your product doesn’t fit into these categories, we’ll still be happy to help.
CASES
Case studies
Transforming members’ UX at a leading Ukrainian Credit Union in Ontario
WHAT WE DID
- Design research strategy based on your goals
- Recruit target users across the globe and any seniority levels
- Conduct interviews to reveal user needs, barriers, and emotional triggers
Testing a new loyalty service for one of Ukraine’s largest banks
WHAT WE DID
- Tested the loyalty program concept with B2C and B2B audiences before launch
- Ran moderated usability testing, interviews, and focus groups to find UX and messaging gaps
- Turned research findings into product, marketing, and design improvements for the launch
Helping a European neobank understand real user behavior
WHAT WE DID
- Identified friction points in onboarding, KYC, payments, and card flows
- Validated findings through moderated sessions and large-scale Maze testing
- Delivered 68 UX findings and 82 recommendations for product decisions
Creating a standout credit card offer in a crowded market
WHAT WE DID
- Researched customer expectations, pain points, and switching barriers
- Validated product concepts and prioritized features with real users
- Delivered the winning CVP, card naming, design direction, and launch materials
Let's discuss how we can help with
your challenge
your challenge
Let’s find out what really matters to your customers
GLOBAL COVERAGE
Talking to users worldwide
>54M
users our work has impacted across the globe
>47K
hours of user research and usability testing
91/100
an average usability score of our UX/Ul design
Craft Innovations has diverse business and practical know-how in research and design fields. Their expertise allows Mastercard to create new product lines for their clients, addressing the needs of more than six million customers.
Elmir Huseynov
Managing Consultant, Mastercard
The project goal was achieved 100% – our team got a list of action items to enhance UX of our app. CI team did a full scope of work: recruiting, heuristic UX-audit, user-tests with eye-tracking technology, in-depth interviews, providing us with a detailed report based on qualitative and quantitative data.
Yuliya Shtypula
VP of Customer Experience, PrivatBank
The CI team showed excellent communication, attention to detail, responsiveness, honesty, and trustworthiness. The results exceeded our expectations & team always go the extra mile to meet our needs. They are A+.
Kareem El-Assal
Director of Policy & Digital Strategy, CanadaVisa
I'm impressed with how our partnership has been going. They consistently completed deliverables on time and strongly committed to meeting deadlines. Moreover, they responded to the client's changing needs, and they had exceptional communication and collaboration skills.
Yulian Borsuk
Consultant, Mastercard
We were impressed by CI’s deep UX and conversion knowledge and effort to achieve great results.
Svitlanka Sergiichuk-Romaniuk
Co-Founder at Neofin
MATERIALS
The Craft Collection: Knowledge Worth Sharing
eBook "8 Usability Principles by Craft Innovations"
WHAT'S INSIDE
- 8 principles that elevate usability for web and mobile
- 50+ real product examples with clear UX breakdowns
- Common friction points in structure, navigation, and interaction
- Practical guidance on visual clarity, UX copy, consistency, and feedback
- Examples of user control, error prevention, and error handling
- A framework for reviewing and improving product usability
Gamification in Financial Apps: Practical Guide with 20+ Examples
WHAT'S INSIDE
- Why gamification works in finance and how it supports engagement and retention
- Core mechanics: missions, progress bars, rewards, personalization, and social features
- Core mechanics: missions, progress bars, rewards, personalization, and social features
- Use cases for loyalty, feature discovery, financial education, and habit building
Web Accessibility Checklist
WHAT'S INSIDE
- 55 accessibility guidelines based on WCAG, ADA, and WebAIM
- Checks for contrast, keyboard navigation, forms, media, and content
- Practical notes for design, development, QA, and accessibility reviews
- References to official standards and testing methods
Usability Testing Report Example for a Digital Banking App
WHAT'S INSIDE
- A transparent example of a banking app usability testing report
- Methodology, user setup, task flow, and research goals
- Metrics, user quotes, UX issues, and risk analysis
- Clear recommendations linked to product and business risks
Webinar "Evolution of Financial UX: From Static Apps to Proactive Copilots"
WHAT'S INSIDE
- Why financial apps are shifting toward intent-driven experiences
- How to keep features relevant, visible, and actually used
- What AI copilots and generative UI mean for banking products
- Practical ideas for product, UX, and innovation teams
