Axis Direct: On a mission to demistify investment

Axis Direct: On a mission to demistify investment

User Experience Design, Strategic UX

Responsive web platform

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 Indian share market. Think Design worked with Axis Bank to strategise, reposition and redefine its Next generation Axis Direct platform.

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.

Initial efforts

Initial efforts went in rationalising 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.

Defining customer journey

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

Architecture inspired by customer journey

As Designers, we have inherent capabilities to visualise the bigger picture, we have the abilities to 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

Axis Direct

Responsive design

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

User centred approach

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

Axis Direct

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.

Work activities

UX Strategy and design that involved insight and strategy workshops, competitive positioning, desk research, content strategy and Information Architecture, visual branding and communication, front end development and implementation support.

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 centre stage and most of the information and flows were facilitated without having to navigating away… achieving all this in mobile responsive design was a different ball game altogether

Current status

Redefined Axis Direct was launched in November 2016. Within a month of its launch, key site metrics improved by 30%.


IBDP Award 2017
India's Design Project Award 2017