Axis Direct: On a mission to demistify investments

Axis Bank is the third-largest private sector bank in India and Axis Direct, its flagship investment platform. Axis Direct offers simplified solutions to trade in equity, derivatives, mutual funds and IPOs in the Indian share market. Think Design worked with Axis Bank to strategize, reposition and redefine its next-generation Axis Direct platform.


Banking & Financial Services


Responsive web platform


UI UX Design

The Challenge

Axis Direct envisioned to develop an interactive, clutter-free, consistent and intuitive platform which would guide users by displaying the right info at the right time, enabling them to take appropriate decisions to invest.

A challenge was to provide smart and contextual content, value propositions which could add up to the user experience and also motivate more users to explore & register on the portal. Making this platform cross-functional, scalable and responsive across platforms, while bringing out a strong communication to its users was further needed to maintain the brand identity.


Our Methodology

1. Insight and Strategy

A week-long stakeholder workshop to deep dive into user segments, personas, strategic positioning, competitive landscape, visual branding, tech stack and other key topics resulted in clear and articulated roadmap, the user-centered way.

2. Initial efforts

Initial efforts went in rationalizing IA, Navigation frameworks and Content architecture. As the intent was to transform the platform in light of repositioning, each of the key strategic areas underwent overhaul.

3. Defining customer journey

Mapping and defining customer journeys resulted in a consolidated view for the key stakeholders. The customer journey map helped think through several initiatives that resulted in better product features, functionality and marketing opportunities.

4. Architecture inspired by customer journey

As Designers, we have inherent capabilities to visualize the bigger picture, we can see overlaps and build upon them. Customer journeys resulted in insights that helped architect the platform to suit journey stages. By doing so, we made linkages that are relevant and drive business results.


Key features

1. Responsive design

We started building framework ground up and how! The concept of mobile-enabled information and transactional design is new in the world of trading and who other than Axis Bank and Think Design is in the best position to pioneer this initiative?

2. User-centered approach

A new user segment emerged and it was the highest growing segment: the "new to investment user". This called for a groundbreaking approach to menu structure and terminology. It called for a massive effort in the lines of developing and deploying educational content.

3. Visual branding

Visual design and branding needed a fresh approach. Concerns of communication and product design needed equal focus and it is not usual that this kind of need comes by. A hybrid communication strategy was developed that addressed Axis as a brand and Axis direct as a product.

4. Interaction design

One of the key insights from our research was the multi-tiered page structure the industry had; and drop-offs due to that. It was of strategic importance that we address this and prevent leakages. As a result, interaction design took center stage and most of the information and flows were facilitated without having to navigate away… achieving all this in mobile responsive design was a different ball game altogether.


Design activities

Consulting, Stakeholder Workshop, Audit of existing dashboards, Wireframing, Visual System, Front End Development.


Current status

Axis Direct in its new form was launched in November 2016. The product has set an industry benchmark for itself and is widely regarded in India as one of the best investment platforms. The product went on to gain user adoption as well as several industry awards.


DMA Echo Asia Award 2017 and 2018 DMA Echo Asia Award 2017 and 2018
India’s Best Design Project Award 2017 India’s Best Design Project Award 2017
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