Axis edge rewards: Best in class UX

Axis edge rewards: Best in class UX

User Experience, Strategic UX

Responsive Web

Axis Bank's edge loyalty edge rewards is a program designed to add rewarding experience to its customers. Apart from offering compelling reasons to earn and spend points, edge loyalty portal allows you to shop with or without points. Think Design helped Axis Bank strategise, conceptualise, and design this one-of-a-kind and industry leading rewards portal.

The beginning

Rewards portal, being central to several products and departments in a Bank, invited attention, expectations and requirements from respective stakeholders. Further, technology implementation team had to align existing as well as future possibilities of integration. This essentially guided the design process, which started with a simple vision, got blown into a grand strategy and finally converged to actionble insights.

Think Design was central to the entire story and its episodes… bein involved throug listening, guiding, advocating, defending and bouncing at different times.

Business objectives

Unique to this assignment, the starting point was about gathering business objectives. As the product required sustenance from several verticals, it indeed was the need of the hour to align business objectives first.

User Centered Design

As advocates of User Centred Design, Think Design brought in customer/ user perspective to the portal, creating and developing user stories, journeys, features and functions that would be relevant to the users to be benefited.

Visual character

Through Visual Design, our aim was to establish a strong character and brand connect… the goal was to distance from “any e-commerce portal” while providing the full functionality of e-commerce and more.

Being a rewards portal, it needed additional care in visual treatment; fundamentally, those who spend more expect more… and we facilitated that through a clean design yet maintaining strong brand character of Axis Bank: Edgy, Modern and Responsive! Every element and component was designed ground up to ensure uniqueness in character; at the same time effort was made to ensure superior usability.

Mobile first approach

The initial requirement was to design the portal responsive. However, deep diving into user journeys resulted in a mobile-first approach and that included responsive layout.

Work activities

Insight & Strategy workshop, UX strategy and design, visual branding, front end development and implementation coordination.

Information and interaction design

Designing Mobile-First meant that we factor in touch interactions and affordances… more importantly, this approach facilitated design for mobile aspects first and progressive upgradation to desktop scenarios. A hybrid UI ensured seamless experience across Mobiles, Tablets and Desktops.

Current status

Axis edge rewards was launched in December 2015. As of June 2016, the portal is among the top ranked sites in its category. The program has won multiple awards including “Champion of champions” and “Best rewards program”