Redefining Banking ExperienceAxis Bank
- - Strategy
- - UX
- - UI
- - Engineering
Client : Axis Bank
The Challenge Axis Bank came to us with a challenge of revamping their website to make it customer-centric, aesthetically pleasing and effective enough, so customers could get an overview of products, compare them and apply for the ones that suit them, online. With Axis Bank catering to multiple target audiences like personal banking customers, business banking customers and NRIs, it was important to streamline all the information, eliminate duplication and still ensure that each segment had easy access to its relevant products and services.
The Approach Our first step in this project was to list down all the content links, mark out the redundant ones and validate the same with relevant teams at the client end. Since the earlier website had been updated by multiple users and product teams at different points in time, there were consistency and logical information flow issues that needed to be sorted out. This was achieved through workshops and discussions with the relevant product teams. Once we had a perspective on all the required information and sections, we set about creating the Information Architecture and wireframes, which would then be used as a basis for the design and content of the templates. In parallel, we also developed a content strategy and design manual which would enable us to maintain a consistent tone as well as look and feel throughout the duration of the project.
- We created a responsive website that achieved a balance between the customer and business requirements. While customers’ interest and expectations took forefront, we also ensured that the website had sections to display information important from a business point of view, upfront.
- A mega menu along the lines of ecommerce best practices was created so customers could get an overview of the complete range of banking product offerings at one go.
- New sections were created for offers, deals, shopping, etc. which were of more interest to the customer. We also set up a blog that would host articles, tips and interesting insights for customers. This was done to break away from the usual product specific information.
- Information about the banking products was structured in a manner that was visibly interesting, without compromising on details. We divided it into tabs and included a separate section for quick links and prominent calls to action. This could then be updated basis the information that needed to be shared.
- We built comparison functionality for products like savings bank accounts and credit and debit cards, where customers would want to compare various factors before selecting the product they wished to apply for.
- Some content elements were personalized in the form of a ‘You recently visited’ section where customers could get easy access to the sections they had checked before.
- Icons for better understanding, relatable, aspirational banner imagery and prominent calls to action made the website seem closer, friendlier and action-oriented to customers.
- Across the website, we wrote copy that was action oriented and directly communicated the benefit of the action to customers.
The Result: The result is a lively, tactile website that actively presents itself to the customers, with information that’s useful and relevant, rather than having them spend too much time looking for what they need. The content management system also makes it possible for dynamic content to be edited, checked, approved and uploaded without any duplication.