Axis Bank redesigned its credit card platform to simplify discovery, comparison, and applications, collaborating with EvolutionCo to bring this vision to life. The result is a modular, mobile-first interface that improves decision-making, boosts engagement, and reduces friction across standard, premium, and co-branded card journeys.
Strategic
Transformation
THE CHALLENGE
The earlier credit card section offered little distinction between standard and premium cards, making it hard for users to see what suited them best. Without clear comparisons, lifestyle context, or visual clarity, important journeys were often overlooked, leaving both user decisions and business potential untapped.
THE GOAL
To deliver a mobile-first, lifestyle-focused platform with simplified discovery, comparison tools, and enhanced UI clarity that caters to standard and premium users alike.
OUR APPROACH
Recognizing the need for better decision support, the structure was reimagined to help users compare confidently, navigate intuitively, and engage with card options that fit their lifestyle. Every element was shaped to bring focus to key choices and reflect the distinct value of each card type.
THE OUTCOME
Applications increased by 33%, bounce rate dropped by 22%, and card detail pages saw 27% more engagement within the first 60 days of relaunch.
Prototype & Validation
Prototypes were shaped to reflect real user journeys, grounded in the need for clarity, comparison, and control. The goal was to reduce friction at every step, especially when navigating between premium and standard cards. Early feedback highlighted the impact of simplified filters, visual cues, and focused flows that made decision-making feel effortless.
- MOBILE-FIRST FIGMA PROTOTYPES
- A/B TESTING OF CTA VISIBILITY
- TREE TESTING FOR COMPARE AND FILTER UX
- TAP TEST VALIDATION ON INTERACTIVE CARDS
- SCROLL BEHAVIOR ANALYSIS FOR CTAS
- DESIGN-DEV FEEDBACK LOOP FOR POLISH
Visual Design & System
Implemented a mobile-first design system with reusable card modules, scalable grid structure, accessibility guidelines, and branded lifestyle visual cues that ensure clarity and performance.
- COMPONENT-BASED FIGMA SYSTEM
- STANDARD VS. PREMIUM COLOUR STRATEGIES
- MOBILE-RESPONSIVE CARD GRID
- CARD ILLUSTRATION AND EMBOSS DETAIL VARIANTS
- DEVELOPER-READY DESIGN TOKENS
- TYPOGRAPHY AND CONTRAST GUIDELINES FOR CLARITY
Develop & Deploy
Seamless execution came from close design-dev collaboration. Axis’ product team joined QA cycles, with live user testing shaping real-time tweaks. Final iterations were refined through joint reviews with key stakeholders. We ensured code compatibility with the client’s environment and worked closely with their developer for smooth deployment.
- AXIS PRODUCT TEAM ACTIVELY CONTRIBUTED TO QA
- JOINT REVIEWS WITH STAKEHOLDERS FOR FINAL ITERATION
- LIVE USER TESTING INFORMED CRITICAL REFINEMENTS
- PIXEL-PERFECT QA WITH STAGING REVIEW LOOPS
- DESIGN-DEV SYNC ENSURED RESPONSIVE ACCURACY
- COMPONENT-DRIVEN ARCHITECTURE FOR SCALABLE ROLLOUT
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