IDFC First Bank

Future of banking re-imagined

Future of banking re-imagined

Research & Strategy

Research & Strategy

Design System

Design System

User Testing

User Testing

Design Documentation

Design Documentation

Transformed the online banking pre-login experience with a 40% conversion boost through innovative product discovery and a 28% drop in dropout rates by redesigning the application process.

Transformed the online banking pre-login experience with a 40% conversion boost through innovative product discovery and a 28% drop in dropout rates by redesigning the application process.

Transformed the online banking pre-login experience with a 40% conversion boost through innovative product discovery and a 28% drop in dropout rates by redesigning the application process.

Role

Role

Lead Product Designer

Lead Product Designer

Timeline

Timeline

9 months, Year 2021

9 months, Year 2021

Company

Company

VMLYR, Mumbai

VMLYR, Mumbai

What I Did

What I Did

Lead design team of 2: product strategy, research, IXD, visual design, user testing, design documentation

Lead design team of 2: product strategy, research, IXD, visual design, user testing, design documentation

Team Collaboration

Team Collaboration

PM , UX Lead (Me), 2 junior UX designers,
3 Developers

PM , UX Lead (Me), 2 junior UX designers, 3 Developers

PM , UX Lead (Me), 2 junior UX designers,
3 Developers

Launch

Launch

View Website

Results and Impact

Results and Impact

40% high conversions

The transparency of product offerings and the instant calculator feature helped users in decision-making.

28% drop in dropout rates

The progress bars on the application journey significantly reduced dropout rates.


36% decrease in cognitive load

Accessible navigation helped users navigate intuitively.

15% reduction in project timeline

Minimized development overhead by refining the existing design system with efficient CMS templates.


The Problem

55.97% of users dropped out on the first visit during the product discovery pre-login process, leading to lower conversion rates.


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

Before

The Challenge

How might we improve IDFC First Bank's pre-login product discovery to boost conversion rates and decrease dropout rates by enhancing user satisfaction

How might we improve IDFC First Bank's pre-login product discovery to boost conversion rates and decrease dropout rates by enhancing user satisfaction

What

How

Why

Helping users make informed decisions

Personalized

Personalized

Personalized

From a general experience to a relevant experience for ‘me’

Customer Centric

Customer Centric

Customer Centric

Journey-driven experiences that are consumer-in and not product-out

Service Oriented 

Service Oriented 

Service Oriented 

From ‘you need me’ to a ‘how can I help’ philosophy

The Opportunity and Solution

Customers should derive value effortlessly from each interaction

Customers should derive value effortlessly from each interaction

  • Simple and direct interactions that are easily accessible in a language familiar to the users.


  • Infusing with human touch and transparency


  • Reliable support when needed

  • Simple and direct interactions that are easily accessible in a language familiar to the users.


  • Infusing with human touch and transparency


  • Reliable support when needed

Design Outcomes

Goal based product discovery

Goal based product discovery

I designed the homepage with a goal-oriented strategy. The header section was strategically crafted to highlight the product's unique selling points while maintaining a clean and minimalistic look, focusing on the clear Call to Action (CTA) and quick links.

I designed the homepage with a goal-oriented strategy. The header section was strategically crafted to highlight the product's unique selling points while maintaining a clean and minimalistic look, focusing on the clear Call to Action (CTA) and quick links.

Empowering decision-making by transparency

Empowering decision-making by transparency

Developed individual CMS templates for each product, highlighting crucial details to empower users in decision-making. Emphasizing on fostering transparency and building trust.

Developed individual CMS templates for each product, highlighting crucial details to empower users in decision-making. Emphasizing on fostering transparency and building trust.

Easy navigation

Easy navigation

Addressing diverse sectors, the bank necessitated defining its audience and structuring navigation. I designed it for accessibility, ensuring ease of use by clustering relevant categories and organizing with a user-centric perspective.

Addressing diverse sectors, the bank necessitated defining its audience and structuring navigation. I designed it for accessibility, ensuring ease of use by clustering relevant categories and organizing with a user-centric perspective.

Visual Clarity and Easy Discovery

Visual Clarity and Easy Discovery

Achieving the ideal harmony of categories and visual allure, facilitating users in swift identification of their desired account through relevant visual cues.

Achieving the ideal harmony of categories and visual allure, facilitating users in swift identification of their desired account through relevant visual cues.

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

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

Online

Surveys

31

Stakeholder
Interviews

15

User

Interviews

15

Collaborative

Workshops

3

Concept

Ideations

4

Key Learnings from the Research

Key Learnings from the Research

Product Discovery Journey

  • Streamlined pathways for easy discovery and guidance.

  • Meaningful engagement beyond passive information consumption.

  • Comprehension of information aiding choice, comparison, and decision-making.

  • Assurance and validation of the product or service being the right fit.

  • Incorporation of transparency, safety, and trust markers.

Application Journey

  • Efficient and user-friendly online process with mobile responsiveness.

  • Minimal documentation requirements.

  • Human assistance and support available when needed.

  • Maximized ROI from the relationship.

  • Tailored offers and deals for a personalized experience.

  • Access to financial advice.

  • Ensured security.

New users want to explore and compare eligible options

New users want to explore and compare eligible options

Key Takeaways
and Learnings

Key Takeaways
and Learnings

Navigating Constraints in Fintech Design

Navigating Constraints in Fintech Design

Working within the regulatory framework, security considerations, and the unique user expectations of a financial platform reinforced my ability to thrive in environments with constraints, leveraging them as opportunities for creative problem-solving.

Working within the regulatory framework, security considerations, and the unique user expectations of a financial platform reinforced my ability to thrive in environments with constraints, leveraging them as opportunities for creative problem-solving.

Early Collaboration with Development

Early Collaboration with Development

Early engagement facilitated a seamless translation of design concepts into a functional product. An iterative feedback loop with ongoing collaboration allowed for adjustments and optimizations

Early engagement facilitated a seamless translation of design concepts into a functional product. An iterative feedback loop with ongoing collaboration allowed for adjustments and optimizations

Securing Stakeholder Buy-In with Data

Securing Stakeholder Buy-In with Data

Presenting insights from user research not only validated design choices but also expedited decision-making processes, maintaining tight timelines to garner stakeholder support and ensure project success.

Presenting insights from user research not only validated design choices but also expedited decision-making processes, maintaining tight timelines to garner stakeholder support and ensure project success.

Other Projects

UI/UX

Product Design

USER TESTING

Designed an app from 0-1 to help aging adults find companionship

Led end-to-end solution from ideation to implementation and achieved a conversion rate of 37.33%

Re:Vibe

Academic Project

UI/UX

UI/UX

USER TESTING

Designed an app from 0-1 to help aging adults find companionship

Re:Vibe

Academic Project

Other Projects

UI/UX

Product Design

USER TESTING

Designed an app from 0-1 to help aging adults find companionship

Led end-to-end solution from ideation to implementation and achieved a conversion rate of 37.33%

Re:Vibe

Academic Project

UI/UX

Product Design

USER TESTING

Designed an app from 0-1 to help aging adults find companionship

Led end-to-end solution from ideation to implementation and achieved a conversion rate of 37.33%

Re:Vibe

Academic Project

That was a lot of scrolling;
wanna hire me?

Now actively seeking new opportunities.
Think I'd be a good fit for your team?

Open to relocate | Hybrid | Remote

nilomizavery@gmail.com

Nilomi Zavery © 2024

Based in USA

Socials

That was a lot of scrolling;
wanna hire me?

Now actively seeking new opportunities.
Think I'd be a good fit for your team?

Open to relocate | Hybrid | Remote

nilomizavery@gmail.com

Nilomi Zavery © 2024

Based in USA

Socials

That was a lot of scrolling;
wanna hire me?

Now actively seeking new opportunities.
Think I'd be a good fit for your team?

Open to relocate | Hybrid | Remote

nilomizavery@gmail.com

Nilomi Zavery © 2024

Based in USA

Socials

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