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Axis Mutual Fund is the mutual fund wing of Axis Bank Ltd, the third-largest private-sector bank in India, offering a comprehensive suite of financial products.
Visual Overhaul of the Leading Mutual Fund Player.
The task was to do a website redesign that looks modern,
has an upscale feel while adhering to the AXIS brand guidelines.
The information hierarchy 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.
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.
The web screens were redesigned to adapt smoothly in the mobile view for delivering a seamless experience across devices.
Lato was a font being used by AXIS as their go to font in various of their websites. We also therefore used the same to maintain an overall brand consistency across its digital assets.
A contrasting white card above the monochrome background helped in making the login form stand out and remain prominent.
We implemented a multi-step, progressively disclosed form for new investor registration to prevent the users from information fatigue.
The resources section was decluttered by keeping only 5 relevant articles that made the most sense to the core user personas.
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 style of gradients to make the section concise as well as beautiful.
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.