UX Case Study
With the rapid rise in smartphone penetration, SBI Cards aimed to enhance customer engagement by introducing a mobile application. This app serves as an additional touchpoint for cardholders, enabling them to access account information, manage their cards, raise service requests, explore offers, and book cross-sell products seamlessly.
As the sole UX designer, I led the design from inception to delivery, ensuring a seamless experience across iOS, Android, and Windows platforms. I collaborated closely with developers at Tech Mahindra, providing UI alignment feedback, and worked with SBI stakeholders to refine requirements and deliver optimal design solutions.
Feb 2014- July 2016
iOS, Android, Windows
Provide a cost-effective, interactive mobile touchpoint for cardholders.
Enable easy card management and account access on mobile devices.
Maintain consistent functionalities across all SBI Cards while differentiating brand identities through visual design.
Support multiple platforms, ensuring accessibility for a wide user base.
The Double Diamond Design Process helped structure and refine the design approach in four key phases:
Conducted stakeholder interviews to gather business requirements.
Gathered insights from SBI call center data on frequent customer issues.
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Users struggled with managing multiple cards and payments.
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Logging in was perceived as cumbersome.
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Lack of real-time updates led to confusion about available credit and due dates.
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Users desired more personalized offers based on spending habits
HDFC Bank Mobile App
Strength
Well-established UI/UX design with intuitive navigation.
Seamless integration with other HDFC banking products.
Advanced security features like biometric authentication.
Weaknesses
Some users report slow loading times and occasional crashes.
Limited personalized offers compared to SBI Cards.
ICICI Bank iMobile Pay
Strength
Feature-rich with fund transfers, bill payments, and investment options.
Highly secure with multi-layer authentication.
User-friendly interface with quick access to key features.
Weaknesses
Overloaded interface, making navigation slightly complex for new users. Some transaction delays reported by users.
Axis Bank Mobile
Strength
Simplified UI focusing on quick actions.
Personalized dashboards for tracking expenses and rewards.
Fast and responsive performance.
Weaknesses
Limited cross-selling opportunities within the app.
Fewer exclusive location-based offers compared to SBI Cards.
Created detailed user personas and empathy maps to guide design decisions.
Rajesh Sharma, 35yrs old, IT Professional
Pain Points
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Struggles with managing multiple credit card payments.
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Needs a quick and easy way to check transactions and available credit.
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Concerned about security while accessing banking services on mobile.
Goals
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Wants a seamless mobile experience for checking balances, rewards, and offers.
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Prefers a secure and intuitive interface with minimal steps for actions.
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Looks for personalized deals and offers that match his spending habits.
Say
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"I need an app that works smoothly without crashes."
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"Logging in should be easy, but also secure."
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"I want instant notifications for transactions and offers."
Does
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Regularly checks the app for due dates and spending limits.
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Uses location-based offers while shopping or dining.
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Raises service requests and manages statements through the app.
Think
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"I need a fast and secure way to check my card details."
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"Are there any exclusive offers I might be missing?"
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"How can I quickly raise a service request without calling customer support?"
Feel
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Anxious about unauthorized transactions and security risks.
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Frustrated with lengthy login processes and complicated menus.
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Excited when discovering exclusive offers and cashback rewards.
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Explored multiple design concepts through wireframes and prototypes.
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Iteratively tested the UI with stakeholders and developers to refine workflows.
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Collaborated with Tech Mahindra’s development team for real-time feasibility checks and alignment.
Finalized a scalable UI framework adaptable across iOS, Android, and Windows.
Ensured accessibility and brand consistency through refined visual design.
Provided continuous feedback during development to maintain pixel-perfect UI implementation.
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Multi-Platform Consistency: Addressed by using a design system adaptable to each OS while maintaining uniform user flows.
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Security & Compliance: Ensured RBI compliance by integrating robust authentication and encryption mechanisms.
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User Engagement: Enhanced through personalized offers and interactive features, such as location-based deals.
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Performance Optimization: Streamlined design elements and backend processes to provide a smooth and responsive experience.
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Visual Design Approval: The client was initially unimpressed with the visual design, despite multiple iterations. After the 20th revision, we introduced shopping and travel illustrations on the card banner section, which significantly enhanced the visual appeal and was highly appreciated by the client.
The SBI Cards project reinforced my skills in structured UX processes, persistence in design iterations, and cross-functional collaboration. The Double Diamond framework played a crucial role in navigating challenges, refining ideas, and delivering a user-centered financial product at scale.
