Defining an 'Unbank' Experience for IDFC Bank in a Crowded Market
Overview
In the bustling Indian banking sector, IDFC Bank sought to differentiate itself with a unique digital strategy. The result led to the creation of a brand new ‘Unbank' experience, a groundbreaking approach that transforms traditional banking into an effortless, intuitive interaction, much like talking to an old friend. This experience ensures the bank understands and anticipates customer needs with remarkable ease, enabling the bank to serve customers better making them feel valued.
The objective was to break away from the formal, boring perception often tied to traditional banks and leverage insights from user research and marketing technology to deliver a dynamic, personalized digital journey.
The Challenge
As a late entrant into the crowded digital banking ecosystem in India, IDFC Bank faced a significant challenge - Distinguishing itself in an already saturated market. To capture the attention of modern banking customers, the bank needed to offer something truly unique. However, they were up against a strong perception that banking experiences were inherently complex, formal, and dull. This traditional view of banking led to low engagement and minimal feedback from users of digital banking services. IDFC Bank needed to break these barriers and create a digital experience that not only stood out but also transformed the way customers interacted with their bank, making it more intuitive, engaging, and responsive to their needs.
My Role
The organisation I worked with had a long standing relationship with IDFC Bank and my role on this engagement evolved significantly over this period. Starting as a UI designer, I later returned as an Associate Lead, taking on broader responsibilities, including:
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Collaborating with specific business units to gather and translate their requirements for the team.
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Co-facilitating ideation and brainstorm sessions to drive creative solutions.
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Working on key user journeys and supporting the team.
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Presenting final deliverables to the client to align with their goals.
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Conducting QA and offering design support to the technical team.
Rewards & Recognition
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One of the 9 Most Beautiful Banking Brands in the world
IDFC Bank was selected as a part of the '9 Most Beautiful Banking Brands in the World' by the global digital publication 'The Financial Brand.'
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Among the top 20 visually stunning website designs globally
The IDFC website was chosen as one of the '20 Visually Stunning Website Designs from Banks' by the global digital publication 'The Financial Brand.'
Design Highlights
Abhay Johorey, Head of Digital, IDFC Bank
"The team not only understood design but also thoroughly understood technology, and it is the marriage of these two things that makes them stand out"
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