Market Position
#3 largest private bank in India
$180 Bil in assets
50 Mil customers
strength
104,500 employees
5,427 branches
Known for digital banking &
customer-focus
In November 2020, the first wave of COVID-19 lockdowns pushed Axis Bank India to transition over 80% of their workforce to a work-from-home model.
They needed to find a way to have undisrupted remote work operations for about 100K employees during the lockdown.
Axis Bank did have an existing enterprise app but it failed to meet the challenge and created more problems than it solved.
My Role
Lead product design from discovery to handoff.
Conduct workshops to inform strategy and product roadmap,
Manage stakeholder communications.
Team
Ravi Singh Product manager, Deputy Vice President HR, Axis Bank
Asim Sayed Product design lead
Rhea Makhija UX intern
Timeline
3 months
Oct 2020 - Dec 2020
outcome
3 months
Oct 2020 - Dec 2020
Patchwork platform
The app was a pathwork of assorted modules. Some features were essential, others were rarely used, all put together without a coherent strategy.
Dated user interface
Outdated UI design, lacked a clear information architecture and had serious usability problems.
Complicated workflows
Many experiences are just long forms filled with complex controls and confusing jargon.
Disjointed experiences
Information was siloed and features didn’t work together to enhance efficiency.
Axis Bank operates with a workforce of over 100,000 employees across 5,000+ locations and with varying roles within within its subsidiaries. To create an inclusive and user-friendly app, we focused on understanding the varied contexts, user profiles, and scenarios unique to this large organization.
Organizational Model Creation
Studied Axis Bank and its associated companies.
Categorized job descriptions by roles to map the user landscape
User Persona Development
Identified three key user personas representing primary beneficiaries.
Ensured personas were flexible to reflect the diverse needs across roles.
Some title for the slide
Axis Bank operates with a workforce of over 100,000 employees across 5,000+ locations and with varying roles within within its subsidiaries. To create an inclusive and user-friendly app, we focused on understanding the varied contexts, user profiles, and scenarios unique to this large organization.
Some title for the slide
Axis Bank operates with a workforce of over 100,000 employees across 5,000+ locations and with varying roles within within its subsidiaries. To create an inclusive and user-friendly app, we focused on understanding the varied contexts, user profiles, and scenarios unique to this large organization.
Patchwork platform
The app was a pathwork of assorted modules. Some features were essential, others were rarely used, all put together without a coherent strategy.
Dated user interface
Outdated UI design, lacked a clear information architecture and had serious usability problems.
Complicated workflows
Many experiences are just long forms filled with complex controls and confusing jargon.
Disjointed experiences
Information was siloed and features didn’t work together to enhance efficiency.
Patchwork platform
The app was a pathwork of assorted modules. Some features were essential, others were rarely used, all put together without a coherent strategy.
Patchwork platform
The app was a pathwork of assorted modules. Some features were essential, others were rarely used, all put together without a coherent strategy.
Patchwork platform
The app was a pathwork of assorted modules. Some features were essential, others were rarely used, all put together without a coherent strategy.
Patchwork platform
The app was a pathwork of assorted modules. Some features were essential, others were rarely used, all put together without a coherent strategy.
Patchwork platform
The app was a pathwork of assorted modules. Some features were essential, others were rarely used, all put together without a coherent strategy.
Patchwork platform
The app was a pathwork of assorted modules. Some features were essential, others were rarely used, all put together without a coherent strategy.
Patchwork platform
The app was a pathwork of assorted modules. Some features were essential, others were rarely used, all put together without a coherent strategy.
research, ux, strategy
2019
Adapting to enter a new market segment to target astronomical growth
research, ux, strategy
2019