Elevating Parachute Advanced from beauty to haircare brand through interactive personalization and education
Role
Lead UI Designer
Timeline
6 months, Year 2021
Company
VMLYR, Mumbai
What I Did
UI Design, Responsive web design, Brand Strategy
Launch
Parachute Advanced
Transforming your haircare routine
UI Design
UI/UX
Brand Strategy
Research and Ideation
To gather insights on product-related needs, we conducted pre-workshop surveys, receiving input from 31 stakeholders on key work-related issues and potential improvements for the IDFC First Bank Pre-Login website.
Additionally, we interviewed 15 stakeholders from different departments to understand their perspectives on IDFC's current customer experience and their future vision.
Conducting workshops with over 15 participants from various IDFC First Bank teams, we mapped out customer journeys for account opening, bill payment, insurance, investment, cash management, home loans, and personal loans. This process helped us pinpoint pain points and identify opportunities across multiple touchpoints.
Online
Surveys
31
Stakeholder
Interviews
15
Workshops
3
Personalization
From a general experience to a relevant experience for ‘me’
Customer Centric
Journey-driven experiences that are consumer-in and not product-out
Service Oriented
From ‘you need me’ to a ‘how can I help’ philosophy
Our Approach
Design Outcomes
Goal based product discovery
The homepage was
Icebreakers, Voice, Speech-to-text
Designed the conversation UI with accessibility in mind, providing users with multiple ways to interact and making it inclusive.
The Icebreaker suggestion feature helps users start conversations or plan activities together.
Usability Test Results- Users felt comfortable with the 'Icebreaker Suggestions' and created an Aha Moment.
Activities near you
Help users discover activities based on their interests and preferences. Relevant details, such as accessibility information for seniors, number of attendees, navigation assistance, and the ability to invite companions, are provided on each activity page.
Offering users the ability to personalize their experience with custom activities creates a safer and easier environment.
Usability Test Results- Users easily found activities, and loved accessibility details and attendee count.
Accessible Onboarding
Leveraged WCAG 2.2 guidelines to design an intuitive and inclusive onboarding experience.
Designed the pattern library- color palette, font style and text sizes, icons, form fields, CTAs, and clickable areas with AAA-approved guidelines.
Usability Test Results- I gained valuable insights into the language used and identified areas where I can improve inclusivity. Users particularly liked the Accessibility Needs Onboarding for personalization.
The Opportunity and Solution
Customers should derive value effortlessly from each interaction
Key Focus-
Intuitive: Simple and direct interactions that are easily accessible in a language familiar to the users.
Persuasive: Relevant and engaging interactions infused with human touch
Reassuring: Reliable support when they needed, with a choice on channels to connect with the bank.
Key Learnings from the Research
During discovery and evaluation
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.
During application/use
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.
Other Projects
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