ICICI Prudential
Revamping User Experience of ICICI Prudentials Pension Funds website
Introduction
I led the redesign of ICICI's website, focusing on elevating the user experience. From brainstorming and ideation to design and iteration, I collaborated closely with developers and key stakeholders to ensure a seamless process. The project was successfully completed within four months.
Team
Riya Mete - UX Designer
Sayali - Illustrator
Palak - Manager
My Role
I led the redesign of ICICI's website, focusing on elevating the user experience. From brainstorming and ideation to design and iteration, I collaborated closely with developers and key stakeholders to ensure a seamless process. The project was successfully completed within four months.
The Process
Stakeholder Workshop
We conducted a stakeholder workshop where my team engaged in in-depth discussions to gain clarity on key aspects of the project. Through a structured session, we explored competitors, past design decisions, essential features, success metrics, and more. This collaborative approach ensured alignment between business goals and user needs, setting a strong foundation for the project.
During the Deep Dive Activity, workshop participants (including major stakeholders and team leads at ICICI) were prompted to identify
"winds" - aspects currently propelling progress,
"anchors" - elements hindering advancement, akin to floating and stopping a boat, i.e Old website, respectively.
Key Takeaways
Secondary Research
Competitor Analysis
I Conducted a competitor analysis, evaluating key competitors in the financial and pension fund sector, especially those providing online services or platforms that focus on ease of use, financial literacy, and long-term investment management.
There were two types of Competitors:
Direct Competitors- The Pension Fund Managers and Point of Presence.
Indirect Competitors- PFMs and Informative sites/blogs
Primary Research
User Interviews
Before starting the wireframing & designing, we need to know the unknown usability problems, validate our assumptions & thus save time & efforts going further.
Goals :
Know the users.
How the users make their decisions?
How well do they know about NPS?
Why they choose NPS as an investment option?
How tech savvy are they?
What do they think about the existing product? (website)
What do they think about the journey to open an NPS account?
What do they like & dislike in the existing product? (website)
Interview Questionnaire
Key Takeaways
Information Architecture
Before starting the wireframing and designing, we need to identify unknown usability problems, validate our assumptions to save time and effort going forward.
Sketching & Wireframing
Ideas were translated into visuals through sketching and wireframing, laying the foundation for intuitive user flows and interactions. Through iterative design, we refined concepts based on feedback, ensuring a seamless and user-centric experience before moving into high-fidelity designs.
Visual Design
For the visual design, we crafted a youthful, vibrant, and engaging aesthetic that breaks away from the conventional fintech look. The design balances professionalism with a fresh and dynamic appeal, ensuring it resonates with a younger audience while maintaining clarity and usability.
Design Philosophy
Landing Page
Explore all the pages live on the official website: ICICI Pru Pension
Impact
The redesigned ICICI Pru Pension website was successfully developed and is now live on their official platform. The designs were well-received by stakeholders and seamlessly translated into the final product, enhancing user experience and accessibility for their target audience. The new design simplifies complex financial concepts, making NPS more approachable and engaging for young users.
Designs live at ICICI Pru Pension
My learnings
User search behavior is crucial in shaping intuitive navigation and content hierarchy.
Usability testing helps identify pain points and refine the experience based on real user feedback.
Iterative design process ensures continuous improvement, leading to a more effective and user-friendly solution.
Stakeholder collaboration is key to aligning business goals with user needs, ensuring a balanced approach.
Visual design choices significantly impact engagement, especially when targeting a younger audience.
Old Website
New Website
Explore all the pages live on the official website: ICICI Pru Pension
Let's connect!
Iterate. Reiterate. Caffeinate. Repeat. By Riya Mete ❤️
Let's connect!
Iterate. Reiterate. Caffeinate. Repeat. By Riya Mete ❤️