Designing for ICICI
Redesigning the ICICI Bank website —
Improved usability, streamlined forms, and enhanced navigation for a seamless banking experience.
Wireframing
UI Redesign
Prototyping
Design thinking
Optimizing Form Structure & Flow
The Home Loan and Savings Account forms were redesigned to enhance clarity, efficiency, and user experience. The Home Loan form was structured as a step-by-step process, guiding users through key stages such as basic details, eligibility check, document upload, and final submission. This approach reduced cognitive load and improved completion rates.
On the other hand, the Savings Account form followed a single-page layout, allowing for quick input and seamless navigation. Logical grouping of fields ensured better readability, while inline validation, smart defaults, and autofill helped minimize errors and speed up the process. These refinements made the forms more intuitive, reducing drop-offs and enhancing overall usability.
Logical grouping
Inline Validation
Progress indicators
Onboarding is more than just orientation
Problems identified in the initial design
After analyzing the current webpages for savings account and home loan pages for the ICICI website, the major issues were found to be with the onboarding process flow.
Solutions are kept private
Sorry to leave you hanging
Details about the analysis, flow and solutions cannot be discussed publicly
owing to my non-disclosure agreement (NDA).
PROTOTYPE. TEST. REWORK. REPEAT
The design process followed a cyclical approach to ensure continuous improvement and refinement. Once the initial prototypes were built, I tested them through self-evaluation and peer feedback to understand how users would interact with the website.
Testing revealed issues like unclear hierarchy in CTAs, cluttered layouts, and navigation gaps. Based on the feedback, I reworked the designs by simplifying layouts, making primary actions like "Apply Now" and "Login" more prominent, and enhancing the visual hierarchy.
This process of iteration and refinement helped create a more intuitive and accessible user experience, aligning the design with user needs.
My key learnings during this project
Balancing Simplicity & Information
A banking website needs to provide a lot of information, but presenting it effectively was the real challenge. I learned that too much content overwhelms users, while too little can leave them confused. Through hierarchy, whitespace, and structured layouts, I ensured clarity without sacrificing important details.
Iteration is key
The process of prototyping, testing, and refining showed me that a single design pass is never enough. User feedback highlighted pain points I hadn’t initially noticed, and each iteration made the design more intuitive. Small tweaks—like adjusting button placement, refining the form structure, or improving contrast—had a big impact on usability.
User-Centered Thinking
Designing with the user in mind made all the difference. Considering navigation ease, accessibility, and responsiveness, I focused on making interactions seamless for both new and returning users. Testing on different screen sizes also reinforced the importance of a mobile-first approach, ensuring that critical actions (like logging in or applying for loans) were effortless across devices.