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Axis Bank.
Axis Mutual Fund is the mutual fund wing of Axis Bank Ltd, the third-largest private-sector banks in India, offering a comprehensive suite of financial products.
Visual Overhaul of the Leading Mutual Fund Player.
The Challenge
The task was to do a website redesign that looks modern,
has an upscale feel while adhering to the AXIS brand guidelines.
The information architecture had to be redesigned to let users
know what’s more important and what’s less. The navigation had to be
made accessible for the users to quickly find what they need from a multitude
of offerings Axis provides.
Our Solution
Desaturated imagery with the AXIS Brand’s Maroon color and
the big-bold text was the direction we chose after multiple design explorations.
This approach allowed us to create a decluttered, premium look
and feel with a focus on key messages and central UI elements.
We created a comprehensive style guide to ease future design and
development for maintaining the overall customer web experience a consistent and pleasant
one.
OUR PROCESS
The project was centric to visual redesign. The information architecture was
largely kept in-tact to retain user familiarity. However, we made some
recommendations around information arrangement to define hierarchy and some
layout improvisation to place key elements in more prominent zones.
We introduced a clean, clear, visual design focussing on the elements and
content that matters. We coupled desaturated lifestyle imagery with iconography
to draw users' focus on the crucial elements. The aesthetics were designed to
look and feel clean, minimal, and modern.
The web screens were redesigned to adapt smoothly in the mobile view for delivering a seamless experience across devices.
The web screens were redesigned to adapt smoothly in the mobile view for delivering a seamless experience across devices.
Typography
Lato
Lato was a font being used by AXIS as their go to font in various of their websites. We also therfore used the same to maintain an overall brand consiency across its digital assets.
Colors
Login
A contrasting white card above the monochrome background helped in making the login form stand out and prominent.
New Registration
We implemented a multi-step, progressively disclosed form for new investor registration to prevent the users from abundant information.
Resources
The resources section was decluttered by keeping only 5 relevant articles that made the most sense to the core user personas.
Mobile Screens
Shubhchintak
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Apart from the Axis MF website, AXIS wanted us to experiment with modern design, a design direction that would be different from their Brand Visual Design for the customer-facing website of Shubhchintak, a tool for Independent Financial Advisors. -
We came up with a design language that made use of illustrations, vibrant gradients, and lots of clean space to evoke a sense of modern and minimalist design. Each illustration was custom made to fit for the message a given section on the site was trying to communicate. -
For sections where illustrations weren’t essential, we used an infographic and typographic approach while retaining the attitude of gradients to make the section concise as well as beautiful.
Icons
Testimonial
Working with ProCreator has been a fruitful one. They turnaround deliverables at a very quick rate while maintaining quality. They are highly trustworthy and really committed at what they do.
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