IDBI Federal: Transforming a legacy product

IDBI Federal: Transforming a legacy product

User Experience, Strategic UX

Responsive Web

IDBI Bank Ltd. is a Universal Bank with its operations driven by a cutting edge core Banking IT platform. The Bank offers personalized banking and financial solutions to its clients in the retail and corporate banking arena through its large network of Branches and ATMs, spread across length and breadth of India. IDBI Federal Life Insurance Co Ltd. is a three way joint-venture of IDBI Bank, an Indian development and commercial bank; Federal Bank, one of India’s leading private sector banks and Ageas, a multinational insurance giant based out of Europe.

Key challenges

Life insurance is still sold through agents, but people have also started applying online. Which means, that as UX designers, we need to design for two kind of users – the ones who complete the entire journey online as well as those who are still adapting to the digital medium. Designing for different customer maturities is one of the key challenges for our client and by and large, the insurance sector in the country. Transforming the current product was the stated mission, but where to start and how to go about it is a challenge we overcome through Design Thinking approaches.

Research & Consulting

A comprehensive stakeholder workshop was the starting point. Following a prioritization exercise, we had a reasonable understanding of the users we wanted to reach out to and what the users were looking for. When these insights were mapped to the old website, there were glaring gaps between what the user wanted and what the website served.There was a pile of products but nothing to tell the user which product is relevant to their needs. If a user came to the website, looking for guidance on what to buy, they would look for a while, get confused and leave.

Over a third of the users viewed the website on mobile, and this segment has been growing substantially at a very quick pace. Yet, the site was not responsive. Making the portal responsive was now a matter of hygiene, not a critical decision.

Design Strategy

One of the core strategies was to provide information contextually and that would mean providing only the information that the user was seeking. This needed user input and that meant making the design of form elements inviting and natural to use.

Further, the portal needed to reflect a language that IDBI wanted to speak digitally; this was designed through visual and verbal cues that were coherent with the image on one hand and with user expectations on the other.

Transparency by way of information availability and product comparison; and built-in tools that users could use even if their interaction may not culminate into purchase.

Transforming offline journeys into online through smooth, friction free functionality; thereby transitioning the service into a productized proposition.

Building in these capabilities brought us close to insurance productization, with policies presented as products with USPs. We designed a dynamic interface that made it easy to find the relevant product, keeping in mind different sources and reasons of visit. User hand-holding from product discovery to information, customization and application ensures good service.


Visual Brand Language

By way of our design, we were converging two ends into one: A brand language that was borrowed from the identity system of IDBI Federal and visual and interaction patterns that justify the product’s functionality and ease of use without letting the brand be overbearing on user’s experience.

Current status

Current manifestation of IDBI Federal Life insurance portal was launched in October 2017. There have been several exciting moments through the making of this website and our favorite is when we were appreciated by a competitor. The client invited bids for conducting usability tests post launch and one of our competitors remarks that the design doesn’t need it. This event was duly celebrated in out studio.



India's Best Design Project 2018