Think Design - A Havas Company Mumbai

ABOUT

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.

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.

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.

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.

The impact
The platform was launched in December 2016. Within a month of its launch, the key metrics improved 30%. This included number of visitors, transactions and CTR.

MADEIT CREDITS

  • Axis BankClient
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