IDFC bank

Boosting Conversions.
Reducing Dropouts.

scroll to explore

Role

Research, Wireframes, UI Design

Timeline

Feb 2022 - Dec 2022

Team

Me (Design),

Pallavi Koyande (Design),

Sameer Dave (Dev),

Vishal Panchal (Dev),

Prathamesh Patil (PM)

Me (Design),

Pallavi Koyande (Design),

Sameer Dave (Dev),

Vishal Panchal (Dev),

Prathamesh Patil (PM)

Live Website

View

01

OVERVIEW

When I was at VMLY&R, I got to dive into designing a banking product for the first time. I was a bit nervous at the start, but my awesome colleagues helped me through it.

Our team tackled several parts of the IDFC website, like the Credit Card Pages, Gold Loan Calculator, their internal site for employees, and many more.

This particular project is about users dropping out on the first visit during the product discovery pre-login process, leading to lower conversion rates.

When I was at VMLY&R, I got to dive into designing a banking product for the first time. I was a bit nervous at the start, but my awesome colleagues helped me through it.

Our team tackled several parts of the IDFC website, like the Credit Card Pages, Gold Loan Calculator, their internal site for employees, and many more.

This particular project is about users dropping out on the first visit during the product discovery pre-login process, leading to lower conversion rates.

02

RESULTS

This first because business and design should go hand in hand.

IMPACT OUR WORK HAD

24% increase in click through rate (CTR)

63% increase in time on page

15% reduction in project timeline

03

VISUAL DESIGN

We were restricted to the existing design guidelines but we tried to our best.

IDFC FIRST WOW! CC ONBOARDING

COMPARISION TABLE

INCLUSIVE OFFERINGS

CREDIT CARD LANDING PAGE

FINANCIAL CALCULATORS

BLOGS

04

DESIGN OUTCOME

Customers should derive value effortlessly from each interaction

HUMAN CENTERED APPROACH

• Easy-to-understand interactions that use familiar language for the users.

• Adding a personal touch and being clear.

• Reliable help when you need it.

SCALABLE DESIGN SYSTEM

Goal based product discovery

We designed the homepage with a clear goal: highlight the product in a clean, minimalistic header. The Call to Action (CTA) and quick links were placed strategically for easy access.

Empowering decision-making by transparency

We created unique CMS templates for each product, focusing on key details to help users make informed decisions. We emphasized transparency to build trust with customers.

Easy navigation

We aimed to serve diverse sectors by defining our audience and optimizing navigation for accessibility. We grouped relevant categories and organized them with a user-centric perspective for ease of use.

Visual Clarity and Easy Discovery

Creating a balance of categories and visual appeal to help users quickly find their desired account using clear visual cues.

05

CONTEXT

Let's first understand what was wrong before I show you how we fixed things

THE PROBLEM

“I was looking to apply for a credit card. But I got confused, every product offering looks the same.” - IDFC Bank User

THE CHALLENGE

06

RESEARCH LEARNINGS

Things that we learnt about the product and peoplealong the process.

CROSS TEAM COLLABORATION

We collaborated with 15 product owners to map out customer journeys and identify opportunities for accounts, deposits, loans, credit cards, investments, and payments.

HELING USERS MAKE INFORMED DECISIONS

• From a general experience to a personalized experience for 'me'.

• Experiences driven by the customer journey, focusing on consumer needs rather than product features.

• Shifting from a "you need me" to a "how can I help" philosophy.

Product Discovery LEARNINGS

• Clear paths for easy discovery and guidance.

• Creating meaningful engagement beyond just consuming information passively.

• Including transparency, safety, and trust indicators.

APPLIcation journey LEARNINGS

• Few documentation requirements.

• Human assistance and support available as needed.

• Customized offers and deals for a personalized experience.

07

KEY TAKEAWAYS

What I learnt from this entire project.

Navigating Constraints

Navigating financial regulations and security concerns has improved my ability to excel within constraints, leveraging them as opportunities for creative problem-solving.

Early Collaboration with Dev

Early engagement ensured our designs smoothly transitioned into a functional product, with ongoing feedback enabling continuous improvements.

REASON with Data

Sharing user research insights validated our design decisions and expedited decision-making, meeting tight timelines to secure stakeholder support and ensure project success.