Axis Bank: RM ecosystem for superior performance

Axis Bank: RM ecosystem for superior performance

Strategic UX, UX Design

Android apps

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

Relationship Manager Application

UX workshop helped all teams arrive at a shared vision for the product. Multiple ideas, modules and page level information were all converged during idea brainstorming session. Predicting business challenges and technical challenges right at the inception enabled smooth coordination at all the stages.

Complex 3-level product catalogue structure was flattened to single level navigation for easier product browsing. Alternatives were generated to position the product ahead of its time in terms of design and relevance. Detailed wireframes and story boards for tablet and mobile devices ensured that Design took account of user journeys are every stage.

Account opening Aplication

A simple app for Relationship Managers helped automate the project purchase / account opening processes; saving significant paper work, back and forth dependencies and also built transparency in customer interactions.

Problems that arise while automating complex and unsynchronized manual processes were successfully identified and resolved at each stage. Native capabilities of the devices and platform were utilized to compliment standardized processes for easier information capture and faster processing.

Visual Branding

Various themes, contrasts, elements and forms 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.

Customer View

In an ecosystem which is predominantly B2B, a B2C app was married into; in order to inform the customer about new and upcoming features and provide transparency of information. UX elements and features like Navigation, Information Design, Workflows, Messaging etc. were simplified and unified for a seamless and delightful User Experience.