Axis Bank: Transformation of experience across platforms and ecosystems

Axis Bank is the third-largest private sector bank in India & offers the entire spectrum of financial services to customer segments covering Large and Mid- Corporates, MSME, Agriculture and Retail Businesses. Think Design + Axis Bank envisioned several Customer Experience initiatives across Products & Services, running in its third year of partnership.


Banking & Financial Services


Web, Mobile, Kiosk


Service Design, User Research, UI UX Design


In its foray of new-age banking and focus on engaging users digitally, Axis needed a transformation which was comprehensive and created an enabling environment for its entire ecosystem.

A challenge was to rethink and build a suite of solutions which could empower all stakeholders in their journey with Next-generation banking tools, resolving user pain points, reducing paperwork, bypassing dependencies to increase efficiency and provide a great User Experience.

Although Axis had a goal to distance from “any typical e-commerce portal” an aspiration was also to provide the full functionality of e-commerce and more as per context. The bottom line was to enable superior usability, seamless digital engagement while keeping the Brand identity and ethos in place.


Our Methodology

With an approach of insight + strategy + design at our core, our engagement with Axis spelled across multiple products, platforms and interfaces keeping a sensibility of user-centered design to delight.

Stakeholder UX workshops helped all teams arrive at a shared vision for each of the different products. Multiple ideas, modules and page-level information were all converged during idea brainstorming session. While predicting business challenges and technical challenges right at the inception enabled smooth coordination at all stages.

As advocates of user-centered Design, Think Design also brought in customer/ user perspective to the portal, creating and developing user stories, journeys, features and functions that would be relevant to the users to be benefited.

Visual Branding was guided by various themes, contrasts, elements and forms which were explored along with brand guidelines to shape up a balanced visual branding for the apps. Interaction Design helped introduce those frills that would add excitement while in the process of entering and consuming transactional data. Edgy, Modern and Responsive!- every element and component was designed ground up to ensure uniqueness in character; at the same time effort was made to ensure superior usability.

UX elements and features like Navigation, Information Design, Workflows, Messaging etc. were simplified and unified for a seamless and delightful User Experience. For some of the products, the initial requirement was to design the portal responsive. However, deep-diving into user journeys resulted in a mobile-first approach and that included responsive layout.

Key Interventions

1. Customer app

Delivering unparalleled customer experience with engaging and insightful tools, building trust and credibility. Personalized product recommendations and availability of complete information, enabling customers to decide and act.

2. RM app

Empowering Relationship managers with a wide range of automated tools, resulting in target-based planning and performance. Personalized selling capabilities and instant customer service with a seamless sync across various work environments.

3. Self-service kiosk

Inline with Axis Bank’s new initiatives, Self Service Kiosk promises to truly empower their customers visiting the bank’s key high traffic branches. Importantly, the digital experience was envisioned to be superior to personal experience. The Design did live up to the expectations.

4. 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.


5. Credit card portal

A customer-centric, self service Credit card portal that users can use to check eligibility, apply online, upload documents and check status. The entire user journey captured in intuitable interface... further, integrations with rewards portal as a value addition became icing on the cake.

6. Rewards portal

Best in class user experience, for the first time in category. Rewards portals we never this aspirational! Strategic UX resulted in user-relevant features and functionalities such as Wish Lists, Ability to earn faster, Combine points and cash to purchase items among a host of other features.

7. Axis direct: Trading platform

Axis Bank's next generation trading platform, Axis Direct was transformed considering the emerging user segment in view: new to investment user. Thus, a simplified and intuitable platform was born that would educate, enlighten and guide its uses in accomplishing their financial goals, by providing access to information, guides and investment tools.


Design activities

User Research, Service Design, UX and UI Design, Visual & Interaction Design, Wireframing, Prototyping, Visual System, Front End Development, Dev. Coordination.


Current Status

Axis direct was launched in December 2016 while Axis Edge got launched in May 2016. Axis Rewards portal and Kiosk went live in November 2015 and April 2015 consecutively. .These launches have been garnering customer appreciation throughout!


DMA Asia Echo Award 2017 & 2018 DMA Asia Echo Award 2017 & 2018
India’s Best Design Project 2017 India’s Best Design Project 2017
Suggested Method


Usage Analytics
Suggested Method

Usage Analytics

Suggested Method


Services & Expertise

Sign Up for our Newsletter

Subscribe to our newsletter to stay updated with the latest insights in UX, CX, Data and Research.


Get in Touch