Axis Bank: Empowering relationship managers through a range of apps

Axis Bank is the third largest private sector bank in India and offers the entire spectrum of financial services to customer segments covering Large and Mid-Corporates, MSME, Agriculture and Retail Businesses. In order to empower Relationship Managers across the country with next generation banking tools, Axis bank has partnered with Think Design to devise design strategy, resolve user pain points, increase efficiency, reduce paperwork, bypass dependencies and provide a great User Experience.


Financial Services


iOS, Android, Mobile and Tablet


Consulting, UI UX Design, Design System, Visual Design, Guidelines, Implementation Coordination


We were envisioning this initiative to be beyond mere digitization. It meant mapping and re-imagining workflows, envisioning platforms and products, interconnecting information, tools and business processes and charting a path to creating tangible, usable and valuable products in the hands of on-ground relationship managers. Being a large bank and one of the busiest in the country, we needed to organize and plan well, keep on course all the time and advocate user centered practices while delivering on vision.

Our Methodology

We started by identifying the components of success and trickled down to tactical points that helped us architect specific areas of intervention. Thus, an ecosystem of apps were conceptualized that got individualized focus. The products were tied to each other through Axis eco-system, yet independent in order to be deployed to teams with specific KPIs.

Three independent products were built and tied to each other: Relationship Manager, Account opening and CMS system that housed product information and digitized brochures.


Design activities

Insight and Strategy workshop, Product definition, Ideation, Documentation, Design iteration and evaluation, Design system, Visual branding, UI guidelines and specifications, implementation coordination.


Visual Branding and Design System

Various themes, contrasts, elements and forms were explored along with brand guidelines to shape a balanced visual branding for the apps. Design system focused on laying out various elements of interaction and functionality, tying them through a common design theme thereby making way for consistent and scalable experience.

Current Status

The apps were launched by Axis Bank in 2013 as part of their digital transformation initiative.

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