Bronze Mobile Technologies, Applications and Software Design · 2023
Odea Holistic Finance App
by Odeabank A.S
- A' Design Award 2023 Bronze Winner in Mobile Technologies, Applications and Software Design
- Awarded April 15, 2023
- CLIENT: Odea Bank A.S
- Estimated Number of Design Views: 24,813
- Verification code 9FF25E5FFD · Verify this award
About Odea Holistic Finance App
Odea is a super-app that will work as a comprehensive financial tool for Odeabank customers. It is a holistic investment solution in the Turkish market. The vision of the company is to be the "phygital" bank of Turkey. Odea's design allows customers to see all financial products and balances at a glance, giving the user a sense of clarity and easy access to necessary information. Odea offers a bespoke approach to financial products that support business growth and drive adoption of the digital channel.
Press Kit
- Unique Properties
- Odea is a super app that will work as a comprehensive financial tool for Odeabank clients. It is the first holistic investment solution in the Turkish market. The vision of the company is to be the leading phygital bank of Turkey. The design of Odea allows clients to see all the financial products and balances at a glance, giving a sense of clarity to the user and keeping every important information at an easy reach.
- Dimensions & Packaging
- Designed with an atomic approach, the design is scalable, easily expandable to additional breakpoints and ready to be detailed and handed over to development.
- Tags
- Mobile Banking, Internet Banking, Finance, Investment, Responsive Design, Omnichannel, User Experience Design, Visual Design
- Production Technology
- The project is available for mobiles, tablets and desktops.
Design Tools: Figma, Adobe Illustrator, Adobe Photoshop, Adobe After Effects, Rive, Miro.
Development Tools: React, React Native, TypeScript, NestJS, GraphQL, .Net 6 SDK, NodeJS, Redis, RabbitMQ - Design Challenge
- There's a lack of trust in the finance sector that prevents up-and-coming investors to take the risk and get out of their comfort zones. The amount of information and investment opportunities is intimidating to traditional investors and overwhelming to the point of discouraging them from taking part in the fintech world. People want to feel important and appreciated, and they're searching for guidance because they feel lost in the endless stream of data and financial advice.
- Project Duration
- The project started in September 2021 in Istanbul and will be released in March 2023 in Istanbul.
- Operation Flow
- The homepage is the entry point of the experience, aggregating all the most urgent actions and every insight regarding the financial situation of the user. In investment tab, the user can see the recent activities on their portfolios, easily deep dive on details but keeping an overview of the overall financial situation. In banking tab, the user has access to all the daily banking functionalities and products, but is also able to personalise the page to display the most important actions on top of it.
- Research
- Stakeholder interviews were held with company employees from different departments and members of the Board. The old Odeabank mobile app, the third-party integrated platforms, and the concept prototypes are assessed. Also, different benchmarks in the financial services were evaluated both globally and locally. Workshops and ideation sessions were made with different departments. 6 usability tests, 2 research, 1 A/B test, 1 survey and one to one interviews with 50 customers were conducted.
- Inspiration
- Odea offers a bespoke approach toward product innovation that drives business growth and increases the adoption of the digital channel. Having a premium digital experience will help find new customers while improving the current digital penetration. We're creating the first holistic investment solution in the Turkish market that pushes the user experience to global market standards while promoting user-centric methods and user experience.
- Image Credits
- Image #1: Creator Odeabank CX & Design Team, 2023
Image #2: Creator Odeabank CX & Design Team, 2023
Image #3: Creator Odeabank CX & Design Team, 2023
Image #4: Creator Odeabank CX & Design Team, 2023
Image #5: Creator Odeabank CX & Design Team, 2023
Video Credits: Creator Hatice Anil Serim, 2023 - Patents
- Copyrights belong to Odeabank A.S, 2023
Colors of Odea Holistic Finance App
Grand Interview about Odea Holistic Finance App
Trust was really the core challenge we set out to solve. Through our research, we found that a lot of investors — both traditional and emerging — felt overwhelmed by how complex financial products can be, and that translated into a lack of confidence in institutions and the advice they were getting. Many were hesitant to even explore new investment opportunities simply because they were afraid of getting it wrong.So we took a user-centered design approach built around three things: clarity, education, and transparency. We broke down complex financial information using progressive disclosure, contextual guidance, educational content, and visualizations that actually make sense at a glance. We also added personalized insights, curated content, and direct access to relationship managers, so people always felt like there was support behind them, not just a tool in front of them.At the end of the day, our goal wasn't just to give people an investment app — it was to make Odea feel like a trusted financial companion, something that helps people make informed decisions with real confidence.
Research really was the backbone of this project from start to finish. We ran stakeholder interviews, workshops, usability testing sessions, surveys, A/B tests, and one-on-one interviews with 50 customers. By the end of it, we'd identified 276 findings in total, 38 of which were high or medium priority.A few themes kept coming up again and again: people felt overwhelmed by information overload, they lacked confidence when trying to evaluate investments on their own, and they really wanted a clearer, single view of their financial picture.Those insights directly shaped what we prioritized. That's how features like the holistic assets overview, personalized investment dashboards, simplified navigation, educational content, financial insights, and smart filtering mechanisms came to life. Nothing made it into the final product without being validated through iterative testing first — we wanted to be sure every decision actually addressed a real need, not just a hunch.
Odeabank's vision is to become Turkey's leading phygital bank — bringing together premium digital experiences with real, human support. Our research showed something interesting: even though users were leaning more and more into digital banking, a lot of them still wanted human guidance when it came to the bigger financial decisions.So rather than trying to replace physical banking with digital, we focused on connecting the two seamlessly. In practice, that means the interface gives people integrated access to relationship managers, personalized recommendations, concierge services, and contextual support right when they need it, all built to feel consistent across channels. So whether someone's talking to a branch employee, reaching out to a relationship manager, or just opening the app on their phone, the experience feels like one continuous relationship, not three different ones.
Since Odea was always meant to grow into a large-scale financial ecosystem, scalability and consistency had to be considered from day one. We built a robust design language system using atomic design principles — essentially a set of reusable foundations, components, patterns, and templates that everything else is built from.That gave us consistency across onboarding, investments, payments, insights, notifications, and whatever modules come next, while also speeding up design and development quite a bit. Things like investment cards, asset summaries, data visualization modules, notification components, and educational content blocks were all built once, as reusable pieces, and then used everywhere they were needed. The payoff for users is that the product feels predictable in a good way.
This was one of our key design principles from the start — give users full visibility into their finances, but without burying them in it. We got there through a layered information architecture and progressive disclosure. So at a glance, users get a high-level view of their entire portfolio, and from there they can choose to dig deeper into specific assets.We also leaned a lot on visual hierarchy, data visualization, smart categorization, and personalized content prioritization to make that work. Instead of throwing every piece of information at the user at once, we surfaced what mattered most first and let people explore further on their own terms. That's really what made the experience work for both ends of the spectrum — approachable enough for someone just getting started with investing, but still deep enough for the more experienced users who want the details.
Personalization really grew directly out of our research. We saw early on that users had pretty different financial goals, knowledge levels, and investment habits, so a one-size-fits-all experience just wasn't going to cut it. We designed Odea to adapt to those differences through personalized dashboards, tailored content recommendations, favorite actions, customized reports, investment watchlists, smart filters, and educational content that actually matches what each user is interested in.On top of that, users can monitor their assets however suits them best, while still getting content and insights tailored to their financial profile. The result is that the app feels less complex, more relevant, and people end up feeling a stronger sense of ownership over their own financial journey, rather than just following along with whatever the app decides to show them.
Probably the biggest shift was moving away from thinking of this as a traditional banking app and instead embracing it as a holistic financial ecosystem. In the early days, the focus leaned more heavily toward banking transactions. But the research told us pretty clearly that users wanted more than just a place to move money around — they wanted financial guidance, investment education, full visibility into their portfolio, and support they could actually trust.So we expanded the product vision to bring in financial education, investment insights, personalized content, and integrated advisory services. Along the way, we also simplified several investment flows, reworked navigation patterns, and redesigned parts of the information architecture based on what usability testing kept telling us. In the end, those changes mattered because they addressed something deeper than functionality — they addressed trust and confidence, the emotional side of banking that's just as important as getting the transaction right.
When we set out to design the investment experience, the goal was simple: make investing feel approachable, not intimidating. Our research showed that a lot of users were put off by investment jargon, dense walls of information, and just general uncertainty about whether they were making the right call. That fear of getting it wrong was holding people back more than anything else. To tackle that, we built a holistic investment view that brings assets, performance tracking, financial insights, and educational content together into one consolidated experience, instead of scattering it across the app. We also introduced intuitive visualizations, simplified terminology, contextual explanations, watchlists, and educational content designed to build financial confidence little by little. The end result is an experience that meets emerging investors where they are, without ever making them feel out of their depth.
Odea was meant to be a highly scalable platform, so we needed a tech stack that could keep up with both consistency and speed across multiple touch points. React Native was a big part of that — it let us maintain a unified experience across platforms while still moving fast on development. TypeScript added another layer on top, improving code quality, maintainability, and scalability, which mattered a lot given just how complex financial workflows can get under the hood.But the tech stack alone wasn't the full story — it worked hand in hand with our design system, component library, and prototyping process, all backed by close, continuous collaboration between design and engineering. Together, that combination let us iterate quickly, validate ideas before committing to them, and ultimately deliver an experience that feels seamless and consistent across the entire ecosystem.
Looking ahead, our long-term vision really stays the same: keep empowering users through accessible financial services, education, and innovation, just with more tools to do it. Some of the things we are exploring include AI-powered financial coaching, more advanced portfolio insights, predictive financial recommendations, deeper personalization, and educational experiences that adapt to where each user is in their financial journey.Alongside that, social responsibility stays important for us. That means continuing to promote financial literacy, reducing friction by going digital-first, cutting back on paper-based processes, and making sure our products stay accessible and inclusive for a genuinely diverse user base. At the end of the day, we don't just want to help people manage their money — we want to support their long-term financial well-being and the confidence that comes with it.