Banking for everyone
As the lead UX designer on this project, I was responsible for the UX of the website, in collaboration with stakeholders and product teams from the bank. During my work on this retainer, I conducted benchmarking and audit exercises and improved the extensive IA. Apart from research, I ideated on concepts and designs of product pages, tool and feature additions on wireframes, and led the creation of a design system internally. I've also collaborated on copy with product teams. Besides this, I’ve worked closely with development teams for handovers, testing, and improvising solutions to accommodate tech limitations.
Sector
BFSI
Role
UX Designer
Year
2022-24
My Contributions
UX Research
✦
Information Architecture
✦
Wireframing
✦
Design System
✦
Prototyping
✦
UX Writing
✦
Visual Design
✦
Content Strategy
✦
Project Management
About The Company
One of the largest private sector banks in India, the bank caters to the financial needs of various kinds of users in the form of diverse banking products like accounts, deposits, loans, insurance and investment products to name a few. The website aims to facilitate seamless user journeys and effective financial planning while also educating users and guiding them to make informed financial decisions.
Problem Statement
As people grow increasingly comfortable with digital-first experiences and managing their lives online, banking continues to evolve to meet changing expectations. Over time, however, the bank's website had become increasingly difficult to scale. Its complex navigation no longer supported the bank's expanding portfolio of products and services, while its dated visual design and content-heavy pages made it difficult for users to quickly understand offerings in an era of shorter attention spans. As new financial products were introduced, customers found it increasingly challenging to identify the solutions most relevant to their needs, resulting in lower engagement and a fragmented application journey.
At the same time, the platform needed to evolve beyond serving a limited audience and become accessible to a much broader customer base—from users in rural communities and older generations who were less familiar with digital banking to younger, digitally native customers who expected fast, intuitive, and seamless online experiences.
The challenge was to redesign the platform into a modern, intuitive, and inclusive digital experience that simplified product discovery, enabled users to apply for financial products effortlessly within a single platform, and supported the bank's expanding portfolio—ultimately driving greater user engagement, lead generation, and long-term business growth.
Key Website Issues
Inconsistent navigation across the various microsites made product journeys an endless loop
Content-heavy pages made it exhausting for users to read through product pages which led to lower conversion rates
Confusing and long product application journeys made product applications cumbersome
Difficulty finding help for products that existing ICICI Bank users are currently enrolled in
Difficulty in finding the right product for new users due to the wide range of offerings created for different kinds of user personas
Different classes of users (Personal, NRI, Business, Corporate) were unable to locate relevant entry points
Very busy and textually heavy marketing banners
Visual inconsistencies across the website
Project Challenges
Being a large scale bank, the stakeholders aimed to facilitate solutions for various kinds of users -Individual, Business, Corporate and NRI across the widest possible demographic
Addressing the diverse objectives of stakeholders across teams and hierarchies required intricate problem-solving.
Finding solutions that are functional, aesthetically pleasing and considerate of development restrictions
Balancing imagery, content and personalised solutions that kept up with current trends
Ensuring effective page templates catering to modern visual aesthetics while ensuring optimal web performance
Redesign Goals
Target Audience
Users of age group 18-60
Users from rural to tech-savvy, educated backgrounds
Individual banking to business/corporate users
Local and global customers
Housewives to merchants
Design Process
Research & Analysis
Website Audit
Conducted a comprehensive audit of the website and mobile platforms across 7 key categories and 30 sub-categories to identify critical issues and recommend suitable fixes. The audit focused on areas like Navigation, Design, Content, Mobile Responsiveness, Tools, Website Performance, and Accessibility. These categories were selected based on the product team's needs and our identification of crucial areas for enhancing users' digital banking experience.
Our detailed analysis involved a thorough review of user journeys to pinpoint friction points and areas for improvement. In the Navigation category, we assessed the intuitiveness of the site structure and ease of finding key information. For Design, we evaluated the visual appeal, consistency, and alignment with the brand identity. For Content we examined clarity, relevance, and the effectiveness of communication in engaging users. Mobile Responsiveness was scrutinized by testing the website across various devices and screen sizes to ensure a seamless experience. The Tools category involved assessing the functionality and usability of interactive elements like calculators, chatbots, and application forms. Website Performance was measured through speed tests and load times, identifying technical bottlenecks that could hinder user experience. Finally, the Accessibility audit focused on compliance with standards like WCAG to ensure inclusivity for all users.
Competitor Analysis
A detailed analysis of standout features across national and International competitors in the BFSI and fintech sectors. In this extensive exercise, website experiences of various banks, NBFCs, Fintechs were analysed across similar parameters to assess how competitors are innovating and standing out in these sectors.
We examined how top players leverage technology to enhance user engagement and streamline operations. Additionally, we identified best practices in the overall user experience, providing a comprehensive benchmark for our client. This analysis not only highlighted the strengths and weaknesses of competitors but also offered actionable insights for staying ahead in a rapidly evolving digital landscape. Through this competitive analysis, we gained a deeper understanding of market trends, user preferences, and the innovative strategies employed by leading BFSI and fintech firms. This informed our recommendations and strategic direction for creating superior digital experiences tailored to our client’s unique value proposition and user needs.
Information Architecture
An exhaustive IA of all the bank's products and services across the website’s 4 major personas - Individual, NRI, Corporate & Business users. The IA audit aimed to map out and optimize the organization and presentation of the bank's diverse offerings while also catering to the specific needs of each user persona, enhancing overall user satisfaction and engagement. The goal was to streamline access to essential services, ensuring users could easily navigate to their desired products without confusion. Discussions with product teams and stakeholders ensured that the restructuring of the website’s content was aligned with both user needs and business objectives.
Style Guide
Colour Palette
Visual Designs
Out of the 40+ pages and components redesigned, a few key screens are highlighted below.
Try it out! Scroll & explore
Investments Landing Page
Try it out! Scroll & explore
Personal Loan Landing Page
Try it out! Scroll & explore
Results & Takeaway
1
Product Awareness: Through usability testing (in an unknown sample size), users found it easier and quicker to learn about a banking product
2
Increased website traffic: The website saw an approximate 8% jump in online users
3
Increased digital conversions: Products with unique product pages, found an increase in product applications through the website (Specific stats unknown)
4
Increased average session time on key product pages like Savings Account, Loans and Deposits, User engagement improved on product pages
5
Reduced bounce rate: Drop-offs had reduced greatly
6
Improved website performance: Overall performance increased by approx. 30% (Stats below)
