Next Gen HDFC Netbanking

Building Web Banking for 56 million users across India.

HDFC Bank is one of the largest customer base for its banking services in India. With simplified navigation, a sleek and updated interaction design, the Next Gen platform is built to elevate user's banking experience.

Client

HDFC Bank

Industries

Financial Services, Banking

Date

2019

Recognition

Global Most Innovative Digital Banking in 2021

App Screen with open sidebar

Challenges

To showcase new partners effectively, as the layout and low discoverability of top-of-funnel traffic are limiting their visibility.

Objectives

Body 2

Impact

Page engagement increased by 165% in comparison to the first marketplace design.

Challenges

To showcase new partners effectively, as the layout and low discoverability of top-of-funnel traffic are limiting their visibility.

Objectives

Body 2

Impact

Page engagement increased by 165% in comparison to the first marketplace design.

The problem

testing

The problem

testing

Challenges

We started with an hypothesis that users will be engaged if they see content from a set of personas.

Challenges

We started with an hypothesis that users will be engaged if they see content from a set of personas.

With testing, Users experienced difficulty connecting with the personas and found them to be abstract. Test users expressed a preference for a comprehensive view of the platform's offerings, rather than having options narrowed down.

With testing, Users experienced difficulty connecting with the personas and found them to be abstract. Test users expressed a preference for a comprehensive view of the platform's offerings, rather than having options narrowed down.

How might we introduce different ecosystem partners of DBS marketplace and encourage interaction?

Discovery

Drawing inspiration for our next hypothesis from how e-commerce websites pique users' curiosity.

Create a relatable experience by aligning with brands, present products and categories systematically, and engage users by showcasing value right away.

Discovery

Drawing inspiration for our next hypothesis from how e-commerce websites pique users' curiosity.

Create a relatable experience by aligning with brands, present products and categories systematically, and engage users by showcasing value right away.

User Testing

testing

User Testing

testing

Validation

Unfortunately, the brands section under performed in the tests.

Validation

Unfortunately, the brands section under performed in the tests.

Despite adding more brands in the second test to appeal to users, 41 out of 50 users showed negative reaction or engagement towards the version with brands. Users did not find the brands section relevant to the top-of-funnel traffic context.

Despite adding more brands in the second test to appeal to users, 41 out of 50 users showed negative reaction or engagement towards the version with brands. Users did not find the brands section relevant to the top-of-funnel traffic context.

New Marketplace

A newly improved and scalable site to display more ecosystem partners of DBS Marketplace.

testing

testing

Learnings

Page engagement increased by 165% in comparison to the first marketplace design.

Placeholder

testing

testing

testing

testing