IDFC Bank

Contribution

UX Research, Wireframes

Category

FinTech & Banking

IDFC Bank

Contribution

UX Research, Wireframes

Category

FinTech & Banking

IDFC Bank

Contribution

UX Research, Wireframes

Category

FinTech & Banking

Chatper One

CONTEXT

To understand the why's and how's of the solution 🧐

THE PROBLEM

IDFC was going to launch a new credit card targeted towards youngsters and build a financial habit in them. Problem was in their current user flow to get a credit card, there were massive drop offs in the funnel.

THE OBJECTIVE

Improve conversions for credit card sign ups and build a better user journey not only for the mobile and desktop websites. but for the entire customer experience which includes other digital mediums as well like leads from social media and email ads.

LAST Chapter

WIREFRAMES

Yes, I didn't get to create the visual design for the wireframes that I created 🥲

Chatper TWO

RESULTS

Feeling proud because it's making a real difference in people's lives! ✨

1 MONTH AFTER LAUNCH

48% Increased Conversion Rate

6500+ Successful Signups

Chatper THREE

RESEARCH

I spent a lot of time researching because I didn't know much about banking prior to working on this project 🏦

UNDERSTANDING THE PRODUCT
IDENTIFYING IDFC'S CURRENT CHALLENGES

Learnings:

• Many avoid applying due to fear of rejection based on misconceptions about eligibility.

• Low CIBIL scores deter people from applying for credit cards, assuming only those with strong credit are eligible.

• Users worry about hidden charges like maintenance fees and cash advance costs associated with credit cards.

COMPETITOR ANALYSIS

Learnings:

• Outdated design and usability trends in our credit card application flow compared to other banks.

• Lacks mobile-friendliness, putting us at a disadvantage compared to competitors who prioritize accessibility across devices.

• Absence of transparency in data within our application process contrasts with competitors who provide clearer information,

Chatper four

DESIGN DECISIONS

Finding a project in a service company with no changes is like finding a four-leaf clover in a haystack—rare but awesome! 😝

SUMMARY

• We had to use pre-made components, which restricted how much we could change our design.

• Focused on designing for mobile devices first.

• Our aim for the final look was to make it modern, using the newest design styles since our main users are young.

• Made sure to tell a story with our design to help users understand our product better.

URGING USERS TO COMPLETE KYC

• Ditched the information heavy architecture

• Users must complete KYC to use the virtual credit card, so I simplified the process

• I also showed relevant offers with the card to encourage users to complete the KYC.

FIXED DEPOSIT AMOUNT INTERACTION

• Business decisions set upper and lower limits on the amount one can deposit.

• Added interactive elements instead of a static screen to make it more intuitive and engaging.

• Reduced clutter in the first viewport of the page.

PERSONA BASED BENEFITS

• The credit card offers multiple benefits for different types of people.

• I designed the benefits card to target all personas, so everyone can see the unique benefits for them.

• Included testimonials to help build credibility.

Chatper five

LEARNINGS

Since this was a client-based project, I obviously *cough* learned some things the hard way 😩

BUSINESS GOALS OVERPOWER UX

• Focus on the bigger picture, The MVP

• Align UX designs with business goals to gain stakeholder support and ensure your solutions are well-received.

• Handle stakeholder pushback strategically by justifying design choices and knowing when to compromise.

• Maintain transparency in the design process to help executives understand and appreciate the value of UX work.

• Be patient and adaptable, embracing partial successes as valuable learning opportunities in a corporate environment.