Redesigned İşCep – Version You Qorus-Infosys Finacle Banking Innovation Awards 2025
Submitted by
İşbank Group
As a result of its historic commitment of contributing to the industry of the country, Isbank has acquired numerous participations over time and has taken part in the establishment of certain industries. Although the Bank has disposed many of these, it still has an extensive participations portfolio. By the end...
TurkeyCategory
Customer Experience InnovationKeyword
Customer acquisition & loyalty, Customer experience, AI & Generative AI, Digital channels & Omnichannels, Strategy & Business model, Beyond financial services & ecosystems, Gamification, Retail banking, Embedded finance & Super apps
Innovation presentation
As part of our “Bank of the Future” vision, we have completely redesigned İşCep, our mobile banking app, into a smarter, more personalized, and experience-oriented platform. Evolving customer expectations, rapid technological progress, and the rise of fintech competition demanded a strategic transformation—aligning hyper-personalized digital banking with modern user behavior and the Bank’s long-term goal of becoming a daily life companion. With İşCep 10.0, we go beyond offering banking transactions by integrating intelligent tools, financial insights, and lifestyle services into a single, user-centric interface.
Our main objective was to simplify complex financial lives while empowering customers with more control, clarity, and convenience. We introduced customizable dashboards like My Summary, My Cards, Investment and My Status, enabling customers to access their essential financial data at a glance. New widgets, smart suggestions from our AI-powered assistant Maxi, and behavior-based navigation allow users to personalize their experience end-to-end.
This transformation was driven by evolving user expectations, the rise of mobile-first behavior, and feedback indicating a need for easier access to key functions. Globally, hyper-personalized digital services are redefining customer loyalty, and İşCep aims to stay ahead by not only following trends but setting new standards for mobile banking.
While many banks offer traditional mobile interfaces, few provide the depth of customization, insight generation, and lifestyle integration found in İşCep. Our approach was inspired by leading global superapps and user experience benchmarks, yet designed specifically to align with Turkish banking needs, behaviors, and regulations.
The project involved close collaboration between product, UX/UI design, engineering, customer insights, data science, marketing, and IT operations teams. Advanced analytics and customer feedback loops played a key role in refining both functionality and design.
Following the launch of İşCep 10.0, daily sessions increased by 25%, and session duration saw a significant uplift, showing deeper engagement. Personalized financial tools like Maxi Insights and custom dashboards quickly gained traction, with users frequently interacting with widgets like spending trackers and recurring payment reminders. With İşCep 10.0, we redefined mobile banking by delivering a truly personal and proactive digital experience, transforming everyday financial management into something simple, insightful, and even delightful.
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