Client: ICICI Bank | Role: UX / UI Designer | Industry: Banking
To comply with my confidentiality agreement I have eliminated and reserved confidential information. The designs are a reinterpretation
of the original.
Background
ICICI Bank introduced a product called Insta Save Account in the COVID-19 lockdown. With Insta Save Account, people can open their savings account online through their mobile or desktop without stepping out of their homes.
ICICI Bank wanted to revamp their current customer journey and make it simplified.
Objective
The objective was to communicate that Insta Save bank account is an anywhere, anytime digital bank account that makes banking digitally inclusive during COVID-19 lockdown.
Role
My role was to analyse the users behavior on the current landing page and recommend a design that would meet the business and users objective of opening a savings account online,
There were other team members included on this project from various domain:
Earned Media | Content Writer | UX Designer | Copy Writer
Method
Business and User Goals
There was a business need to revamp the current page because of users dropping during the process of account opening, Our scope was to identify and evaluate the current user journey and fix it.
During the COVID-19 lockdown, people were unable to step out of their homes. Insta Save account enable the user to open an account online without any contact. This made the user feel safe and helped them to manage their finances or transactions easily.
User Interviews
We prepared a list of questions for the user interviews and scheduled a call with 10 participants. During the interview we asked them about their perception regarding online account opening. We wanted to understand what do they think about the online account opening processes with other banks or how do they generally open their account.
We asked them whether they have heard of online account opening recently or in the past? People were aware of some banks who provides this service but their was human intervention needed for verification purpose.
We told them about the Insta Save Account process and asked them to interact with the customer journey. During the discussion, users told us about their liking regarding the process which were:
What users liked about the process?
We also did the heuristic evaluation of the current design and audited the landing page and the entire customer journey.
Heuristic Evaluation Checklist
Analysing Data Pointers
We analysed the Google Analytics Funnels and Behavioral Data and mapped the data gathered with the user interviews. There were few problem areas which were found and needed attention.
We also accessed Session Recordings and Heatmaps to validate the data.
Approach for landing page
Sorting Tasks in Customer Journey
We sorted and placed the tasks according to the relevancy and categorized them.
Landing Page &
Customer Journey Wireframe
Design & UX Rationale
Landing Page
The USP is that you can open the account in just 4 mins which is upfront
To open the account user would require their PAN and Aadhaar Card details
We have kept the navigation options discoverable and sticky once the user starts scrolling
OPEN YOUR ACCOUNT NOW is sticky at the bottom of the screen which will remind and help user to take appropriate action to start the journey.
Once the user clicks on OPEN SAVINGS ACCOUNT NOW, user will be reminded to keep the details handy.
The user when lands knows that they would require Aadhaar details to open an account.
We will prompt the user to keep their Aadhaar Details ready to continue
As per distractions on mobile behavior users recalls and remembers very less information which we will connect the dots through this screen
We have made the design as per accessibility standards, FAT finger friendl
Task 1 – Enter Aadhaar and PAN Details
Using Google’s Material Design components which are very user friendly, we have also used Hick’s Law which states
– The time to acquire a target is a function of the distance
to and size of the target.
We have made sure that every target is easily reachable and meets the most comfortable area i.e. THE THUMB ZONE.
With that we have also taken care about the 2 hands mobile usability.
It is very important to guide users through a complex process by making it easy and intuitive is key to helping increase conversion rates.
Giving the right keypad to the users at the right input field is very important as the users don’t have to keep switching their keypad.
We have merged all the Terms & conditions at one place where the user with just one TAP on it can view it
Validation is already required at every step so the user could be aware what action they have taken and what is the output for them same.
As we take the Aadhaar Details, with that it is also important for us to show the users the details we have fetched through that info. This keeps transparency and build trust for the brand
Task 2 – Enter Personal Details
It is easily trackable that the user is on Step 2 with the progress bar at the top.
You want the user to feel like they own this, when a user feels like that,
there’s a emotional connection. (personalization)
Giving the user a clear idea of the task would help them understand what they have to do in this particular page. Hinting them about the task will help them do the task more confidently and easily
We recommend to get rid of unnecessary fields which may irritate the user and lead to exit
In this section, we are asking users Email Marital Status Occupation Income
Task 3 – Choose Nominee & Review Details
The progress bar indicates that the user is on STEP 3 and they have to go through
one more step to complete
Throughout the design if you have noticed, we have kept the design pattern consistent which helps the user to easily navigate their eyes through the design and reduces the cognitive load
The next screen will be review edit or add details
In this the user can add their communication address
Edit their Profile Details and Nominee Details
This will help the user to recall and edit all the details before the success screen
Task 4 – Add Funds To Your Account
The progress bar indicated the final step of the process
We are informing the user about their account number and IFSC code before the success screen
The reason is the user should know that they have an account they can transfer amount.
We have also mentioned the account that is recommended to open the account as it is the MAB
We have personalized the button for better understanding of the user. Instead of Transfer Funds – Add Money to Your Account sounds simple and friendly
With that the secondary nav is placed because there might be chances where the user do not want to transfer money at that time.
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Success – Account Opened
We have to convince the user and give them an assurance that your account has been opened
With the account opening, they will be ready to know all the details about their account.
Like their Debit Card, Savings Account Number, IFSC etc.
They should be able to know what branch has been assigned to them for future assistance
They can also be able to Login to their account and create MPIN
We are not ending the journey here, we are engaging them to interact more with
our ICICI Bank products by taking them to the website.
Such personalized experience could lead to a seamless user journey and a great user experience.
Final Interactive Design
Learning
We did an in-depth research about the customers behavior and their perception towards opening an account online. Comparing their offline and online activities and stages of account opening helped us in bucketing the tasks and simplifying the process.
With Usability Testing, we got validation from the customers what they said during the user interviews and how they behaved with the actual system.
