Our Strategy
The Thinker Approach
Stakeholder workshops helped our team arrive at a shared vision for the approach to the banking customer experience design. This also allowed us a clearer vision of the business and technical challenges right at inception, enabling smoother coordination at every stage.
User perspective was highlighted during the entire design process with aspects relevant to the users’ benefit—creating and developing user stories, journey mapping for banking CX, features, and functions.
Various themes, contrasts, elements, and forms were explored along with brand guidelines to shape a balanced visual branding for the apps.
Insights We Drew/ Insights Inferred
The challenge was to rethink and build a suite of solutions that could empower all stakeholders with banking customer experience design. Interaction design was to be paid attention to, to ensure excitement in the process of entering and consuming transactional data.
Although Axis Bank was envisioning a distant goal to be different from a typical e-Commerce portal, it needed to provide functionality with superior usability, and seamless digital engagement while keeping the brand identity and ethos in place.
Key Strategic Interventions
Simplified Workflows
Simplification of process workflows and information design to enhance usability.
Improved Messaging
Messaging was made clearer and more effective, retaining the existing brand positioning but matching the enhanced presence.
Mobile-First Approach
Catering to new-age users promoted a mobile-first approach which resulted in a responsive layout.
KEY FEATURES
01
Customer App
Allowing customers to experience unparalleled service through engaging and insightful tools helps build trust and credibility. The app provides users with personalized product recommendations and the availability of complete information, enabling them to decide and act accordingly.
02
RM App
To ensure target-based planning and performance, relationship managers (RMs) are empowered with a wide range of automated tools. It arms them with personalized selling capabilities and instant customer service with a seamless sync across various work environments.
03
Self-Service Kiosk
In line with Axis Bank’s new initiatives, the self-service kiosk promises to truly empower all the customers visiting Axis Bank’s key high-traffic branches. Importantly, the digital experience was envisioned to be superior to the personal experience.
04
Account Opening Utility
Going paperless in the age-old application process is just one of the accomplishments of this new-age app; it also captures details smartly and shows status transparently. A next-generation application, creating a huge impact on the life of RMs and customers, by saving valuable time and effort.
05
Credit Card Portal
This customer-centric, self-service credit card portal allows users to check eligibility, apply online, upload documents, and check application status seamlessly. Additional interaction with the Rewards Portal makes for a better experience.
06
Rewards Portal
The Rewards Portal allows users to enjoy a superior experience through user-relevant features and functionalities such as Wish Lists, quick earning, combining reward points, and cash-to-purchase items among a host of other features.
07
Axis Direct
The next-generation trading platform, Axis Direct was transformed considering the emerging user segment in view: new investment users. Thus, a simplified and intuitable platform was born that would educate, enlighten and guide its users in accomplishing their financial goals, by providing access to information, guides, and investment tools.
DESIGN ACTIVITIES
Insight and Strategy
Workshop
Product
Definition
Ideation
Documentation
Design Iteration
and Evaluation
Design System
Visual Branding
UI Guidelines and
Specifications
Dev. coordination
Product Impact & Outcomes
The apps were launched by Axis Bank in 2013 as part of their digital transformation initiative.
