Aditya Birla Capital partnered with EvolutionCo to launch ABCD an omni-channel D2C platform designed to serve existing users and attract new ones. The full-scale digital overhaul brought unified services, simplified journeys, and a modern design system that makes financial interactions clear and accessible across web and mobile.
Strategic
Transformation
THE CHALLENGE
Legacy systems, layered financial products, and dense content structures made it hard for users to navigate or connect with the experience. Terminology felt complex, and personalisation was limited, leaving both new and existing customers without clear paths or relevant touchpoints.
THE GOAL
Transform the website into a unified, mobile-first platform with easy nomenclature, simplified navigation, and intuitive UI. Align with the brand’s core principle: Everything Finance as Simple as ABCD.
OUR APPROACH
We overhauled navigation with a megamenu, simplified content, and redesigned key pages with a modern UI. Content-heavy sections across Loans, Investments, Insurance, Payments, and Cards were transformed. Close collaboration between design and tech teams ensured seamless, high-performance implementation.
THE OUTCOME
The platform now makes onboarding easier with simplified forms and intuitive flows that reduce friction for new users. Data-driven journeys support seamless cross-sell opportunities, while a responsive, omni-channel experience ensures users enjoy consistent, accessible interactions across web and mobile.
Research & Strategy
User and content audits revealed UX friction from abstract language and dense content. We redesigned journeys based on real-user needs, simplified navigation labels, and built context around tools and offerings.
- STAKEHOLDER WORKSHOPS AND COMPETITIVE BENCHMARKING
- UX AUDIT OF LEGACY PLATFORMS AND IA MAPPING
- REVISED LANGUAGE: “INSURE”, “INVEST”, “LOAN”
- PERSONA SEGMENTATION BASED ON USER GOALS
- PRIORITIZED JOURNEYS AND CONTENT REALIGNMENT
- TECHNICAL FEASIBILITY ALIGNED WITH THE FRONTEND ROADMAP
Creative Ideation & Concepts
The new design system emphasizes clarity, warmth, and ease. We focused on decluttering the experience and aligning interactions with the new ABCD narrative, supported by accessible visuals and modular layouts.
- MODERN DESIGN USING ANEK LATIN FONT
- SIMPLIFIED UI WITH MICRO-INTERACTIONS
- MEGAMENU-BASED NAVIGATION FOR QUICK ACCESS
- PRODUCT-FOCUSED LANDING PAGES (E.G., ABCD APP)
- UPDATED ICONOGRAPHY AND COLOUR ACCESSIBILITY
- STRATEGIC DESIGN OF TOOLS AND CALCULATORS
Prototype & Validation
Prototypes were tested extensively for navigability and ease of use. Mobile-first patterns were validated through direct feedback loops, especially around new content structure and tools.
- INTERACTIVE FIGMA PROTOTYPES ACROSS DEVICES
- TREE TESTING FOR NEW IA AND NAVIGATION
- USABILITY TESTING OF CALCULATORS AND TOOLS
- A/B TESTING OF CTA PLACEMENTS
- HEURISTIC REVIEW AND ANALYTICS HEATMAP STUDY
- DESIGN-DEV SYNC FOR QA AND LIVE PIXEL REVIEW
Visual Design & System
We built a robust visual system with developer-ready tokens and flexible components. Typography, iconography, and layouts were built for scale and brand consistency across digital surfaces.
- FULL DESIGN SYSTEM IN FIGMA WITH HANDOFF SPECS
- MOBILE-FIRST GRID AND COMPONENT SYSTEM
- ACCESSIBLE COLOR PALETTE AND CONTRAST RATIOS
- ICONS AND ILLUSTRATIONS TAILORED FOR FINANCIAL LITERACY
- COLLABORATION TOOLS FOR DESIGNER-DEV PARITY
- CONTINUOUS EVOLUTION POST-LAUNCH FOR CAMPAIGNS
Develop & Deploy
Cross-functional collaboration drove the final delivery phase. The ABCD product team actively participated in QA, while real users were involved in live testing. Final iterations were aligned through direct input from top stakeholders, designers, and developers.
- ABCD PRODUCT TEAM INVOLVED IN QA AND VALIDATION
- CONDUCTED LIVE USER TESTING FOR FINAL-STAGE FEEDBACK
- ITERATIONS FINALIZED WITH STAKEHOLDER COLLABORATION
- DESIGNERS AND DEVELOPERS WORKED IN SYNC THROUGHOUT
- LIVE TESTING INSIGHTS LOOPED BACK INTO SPRINT CYCLES
- ON-TIME, STABLE DEPLOYMENT POST-ALIGNED APPROVAL
Award
Winning Agency
Quality is the common thread in everything we do. It’s not something we say, it’s something we’ve been recognized for. And we proudly hold these awards as a reminder of how the way you do things matters.
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