ICICI Bank – Simplifying Digital Banking

Role
UX/UI Designer (1 of 2)
Duration
3 months
Tools
Figma, Heatmaps, User Interviews
My Contribution
Led UX research, co-owned design strategy, and delivered responsive UI for homepage and key flows.

The Brief

ICICI Bank wanted to modernise its website.
The existing design was cluttered, hard to navigate, and caused users to miss key services.

Goal
Redesign the homepage and critical flows to improve clarity, trust, and conversion.

The Problem

The site was underperforming due to:

• Too much content fighting for attention.

• Confusing navigation and poor hierarchy.

• Low engagement with CTAs and offers.

• An outdated layout that didn’t reflect trust or credibility.

Research & Discovery

To understand what users really needed, we used:

• Heatmaps to analyse click behaviour.

• User interviews across age groups (24–44).

• Competitor analysis (HDFC, Axis, Kotak, etc.)

Key findings:

• Users ignored 40–60% of the homepage content.

• Clarity and simplicity mattered more than visuals.

• Users didn’t trust the site with personal actions (like applying for loans).

Design Strategy

We focused on:

1. Reducing cognitive load
   → Removed noise, prioritised key user actions.

2. Restructuring the homepage
   → Clear visual hierarchy with grouped actions and trust markers.

3. Improving navigation
   → Added defined entry points for top tasks like "Apply", "payment", and "Support".

4. Building trust visually
   → Used consistent brand visuals, security cues, and simplified copy.

Final Output

• New homepage with a focus on key services, not promotions

• Simplified menus based on user intent

• Trust-first visuals with transparent CTAs and secure interaction patterns

• Responsive design optimised for mobile, tablet, and desktop

Impact

• ICICI implemented the redesigned structure, navigation, and key UI changes.

• Live site now reflects:

  • Fewer drop-off points.

  • More focused user journeys.

  • A professional, trustworthy brand experience.

• While the full design wasn’t adopted, key UX decisions shaped what went live.

• I handed off designs with documentation before exiting the company.

Reflection

• Shipped high-quality work under time pressure with just two designers.

• Gained hands-on experience designing for trust in a high-stakes industry.

• Improved my ability to prioritise ruthlessly and validate quickly.

• Learned to accept partial implementation and still deliver value.

Why This Project Matters

This wasn’t just a redesign.
It was about rebuilding trust in an essential service, simplifying how millions interact with their bank online.