Axis Direct: On a Mission to Demystify Investments
By Think Design
Client
Services
Project Description
Introduction: Axis Bank is the third largest private sector bank in India and Axis Direct, its flagship investment platform. Axis Direct offers simplified solutions to trade in equity, derivatives, mutual funds and IPOs in Indian share market. Think Design worked with Axis Bank to strategise, reposition and redefine its Next generation Axis Direct platform.User Centered Approach: A new user segment emerged and it was the highest growing segment: the “new to investment user”. This called for a ground breaking approach to menu structure and terminology. It called for a massive effort in the lines of developing and deploying educational content.Design Activities: UX Strategy and design that involved insight and strategy workshops, competitive positioning, desk research, content strategy and Information Architecture, visual branding and communication, front end development and implementation support.Impact: Redefined Axis Direct was launched in November 2016. Within a month of its launch, key site metrics improved by 30%.Awards: India’s Best Design Project 2017, DMA Asia Echo Awards 2018 and 2017.Design Case StudyAxis Direct Website
Introduction: Axis Bank is the third largest private sector bank in India and Axis Direct, its flagship investment platform. Axis Direct offers simplified solutions to trade in equity, derivatives, mutual funds and IPOs in Indian share market. Think Design worked with Axis Bank to strategise, reposition and redefine its Next generation Axis Direct platform.User Centered Approach: A new user segment emerged and it was the highest growing segment: the “new to investment user”. This called for a ground breaking approach to menu structure and terminology. It called for a massive effort in the lines of developing and deploying educational content.Design Activities: UX Strategy and design that involved insight and strategy workshops, competitive positioning, desk research, content strategy and Information Architecture, visual branding and communication, front end development and implementation support.Impact: Redefined Axis Direct was launched in November 2016. Within a month of its launch, key site metrics improved by 30%.Awards: India’s Best Design Project 2017, DMA Asia Echo Awards 2018 and 2017.Design Case StudyAxis Direct Website
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