Federal Bank

Modern App Portfolio Mockup Presentation (5).jpg

Objective

To modernize the user experience for banking services across digital platforms for 10 million users, catering to diverse age groups, income levels, and educational backgrounds, while reinforcing the brand identity as a millennial-focused bank across all digital touchpoints.

My Process

Research and Discovery

Conducted workshops to align stakeholders on design goals.
Developed user personas to cater to a wide demographic.
Identified pain points, including disjointed navigation and lack of educational resources for financial literacy

Ideating and Prototyping

Conceptualised two approaches:
a. People First: Warm, approachable, and lifestyle-driven.
b. Pioneering Innovation: Minimal, clean, and product-focused.
Built interactive wireframes and user-friendly prototypes.

Design and Execution

Unified multiple login portals into a single "Mega Login" button.
Added a "Learning Center" on the homepage for wealth management tips.
Created a responsive website optimized for all devices.

Tools I used

Google Analytics

Surveys

Adobe CC

User Personas

Customer journey

Brand Workshop

Figma

Invision

Trello

For internal stakeholders of the bank, it was a challenge to update the site due to the lack of information flow. New pages were added to the existing site without connecting them to the home page and users in turn had trouble navigating the website. For bank customers, it was difficult to understand the wide range of offerings. Some of the problems were multiple menus, a cluttered layout and complicated navigation.

Key Challenges

Brand Workshop & Insights

In order to create consensus amongst all policy-makers of the bank, I began the project by conducting a brand workshop with the top management. Here we worked together to define brand values, key communication points, target audience and a visual design direction.

Persona Development & Customer Journey Mapping

Design Directions

concept 1.
warm
approachable
human

soft imagery, clear navigation, a personalized tone of voice and a lifestyle-based approach

concept 2.
direct
minimal
tech-focused

simple typography, product-focus and clean icons to convey impactful stories

wireframing
+ system flow

Once consensus was built, concept 1 was chosen, the next challenge was to structure content and create a system flow.

Small wins I'm proud of

One of the issues in the older website was the presence of multiple login pages for most departments such as net banking, trading, and loans. I combined them into a mega login button accessible straight from the home page.

Additionally, "book an appointment" was a key feature which was rescued from being lost in the background

problem

solution

problem

solution

One of the key consumer insights was the growing need for education on personal wealth management. I added a learning centre on the home page.

problem

solution

key challenge was the lack of resources to address simple queries. To resolve this, I designed a comprehensive virtual assistant page. The concept was for the bank to use this page as a centralized hub, hosting FAQs, publishing blogs, and integrating their social media feeds for easy access.