Experience design

Providing Axis bank with the tools and capabilities to empower stakeholders in their journey to deploying forward-thinking tech-led banking solutions.


Axis Bank is the third-largest private sector bank in India.

In our third year of the partnership, Havas CX and Axis have partnered on several Customer Experience initiatives.

Overall, our challenge with Axis is to rethink the way Axis empowers stakeholders in their journey to using forward-thinking, tech-led banking tools. Through building a suite of user-centric solutions Havas CX's goal is to provide superior usability and seamless digital engagement across all of Axis' products and offerings, whilst retaining brand identity and ethos.

CX Solution

Underpinned by Havas CX's approach combining insight, strategy and design, our work with Axis spans multiple products, platforms and interfaces, whilst keeping user-centric design firmly at the heart.

Havas CX facilitated workshops to support all teams to arrive at a shared vision for the multitude of different products, whilst continually pre-empting business and technical challenges that may arise to maximise smoothness of journey from inception to delivery.

As advocates of user-centric design, Havas CX also brought in user perspectives to the process by creating and developing user stories, journeys and requirements that our solutions needed to deliver against recognisability of brand and superior usability. To date, Havas CX's deliverables for Axis include:

  1. Customer app (B2C)
  2. Relationship Manager app (B2B)
  3. In-store self-service kiosk
  4. Online credit card portal
  5. Rewards portal
  6. Axis direct: online trading platform

Business impact

Axis has become a new benchmark in the Financial Services industry and investment products. The credibility of Axis Bank, coupled with the user experience design by Think Design ensured that the KPIs were not only met, but also exceeded.

The project has earned Think Design awards such as India's best design project 2018 and DMA Asia Echo award 2017 and 2018.

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