UX Awards

The Premier Awards for Exceptional Digital Experience

Axis Bank Mobile Site Details


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Axis Bank is one of the leaders in the Indian Banking industry. With the substantial growth in mobile usage, Axis Bank wanted to build a mobile website to better connect and engage with their customers. We noticed that most banking mobile sites in India were content-heavy or just a web-adapt version. We believed that today’s users deserved a mobile site that was as smart as their phones are – a mobile site for smart banking on-the-go!

Project purpose

• Create a mobile site that was optimized for today’s smart phone

• To facilitate instant access to services and products

• To give easy and intuitive experience of banking on their personal device

• Position Axis Bank mobile site as the most effective and efficient

• Simple and clutter-breaking communication and user interaction

Business goals and challenges

Goals: Create a deeper relationship with the customer by providing convenient and state-of-the-art banking solutions

Challenge: Creating a mobile site for smart phones that gives an app-like experience.

User goals & challenges

Goals: Information and service seeking

Challenges: Like in any emerging trend, there exist few barriers in the adoption of mobile banking due to the security/privacy, customization, downloading and installing application

User experience process, methodology and approaches

Requirement Specifications
- This step involved a detailed understanding of the business needs within the given context.
- These needs were aligned with business objectives and requirement documents had been created to ensure that all business objectives are covered.

Information Architecture & Navigation Planning
- The above input was translated into a Sitemap indicating the overall navigation plan.
- It was decided to display different levels in navigation and brief content on each page

Visualisation & Layout Development
- Detailed wireframes were created with interactions and by following the design guidelines of Axis Bank
- Look and feel of the mobile site was clean, minimalistic and contemporary

Target audience

The two major groups of user or user characteristics - get the information and use the website to seek services whereas the other users mainly seek information and reach out to the banks to get their services.

- Information seekers
- Service seekers

Why this project is worthy of a UX Award:

- The mobile site offers a rich app-like experience on smart phones

- Use of native features like automatic location determination and accelerometer

- The intuitive swipe-n-go navigation style that enables you to access almost any information in just about 3 taps

- Larger buttons and font sizes optimized for touch screens

- Customized approach to product discovery based on user needs with a drag and drop interface

- Other useful functionalities like Branch locator, ATM locator, Tax centre, etc.

Submitted By: UX Labs

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