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📃 Overview

Introduction

I worked on this project while employed at Idealake Information Technologies. Axis Bank had approached the company for the project, which is how I became involved. Unfortunately, the project never saw the light of the day and with permission of my employer, I am able to share it with you in its entirety.

Problem Statement a.k.a in this context “Client Call”

Although no metrics were shared by Axis Bank, they briefed us about the low traction & drop-off rates lead them to rethink about the Axis Bank Credit Card experience. After the meeting, I checked the buying flow of credit cards to be painfully long and time consuming.

🔍 Research

I asked myself and 10 people around me to go through the entire journey. These 10 people included 8 from our company (account managers, designers, software developers) and 2 of my friends who was a chef and a graphic designer). I accompanied all the users as they went through the journey and noted down all the inconveniences.

Objectives (WHAT) :

• Understand customer expectations and pain points related to the credit card web experience.
• Identify specific areas of improvement within the credit card web experience.
• Gather insights to enhance usability, functionality, and design of the credit card web interface.
• Identify potential opportunities to differentiate Axis Bank's credit card web experience from competitors.
• Develop actionable recommendations to improve the overall user experience and increase customer satisfaction.