Case study | ICICI Bank

Redesigning banking for

Redesigning
banking for millions for ICICI Bank

millions for ICICI Bank

2021 - Current

PRODUCT DESIGN

strategy

ICICI app - send money screen with bank transfers, UPI payments, favourites, and recent transactions

Background

ICICI Bank is India’s second largest private bank. They have over 50mn+ users, with transactions of over ₹11 Trillion per year. With 400+ services offered digitally, it is one of the most comprehensive digital banking applications in India.

ICICI Bank is India’s second largest private bank. They have over 50mn+ users, with transactions of over ₹11 Trillion per year. With 400+ services offered digitally, it is one of the most comprehensive digital banking applications in India.

ICICI Bank app screens showing the home dashboard, successful fund transfer confirmation, add payee form, account overview, and FD account details.

From reinventing iMobile Pay, to redesigning all of ICICI Bank's Retail banking experiences

From reinventing
iMobile Pay, to redesigning
all of ICICI Bank's Retail banking experiences

We were first engaged to redesign the retail banking experience for ICICI Bank’s flagship app, iMobile Pay, bringing it in line with modern mobile standards. Since then, our work has expanded across retail banking—reimagining the experience while respecting the bank’s legacy, and ensuring ease of use for millions of users without disrupting habits built over time.

Our first step was to setup a comprehensive design system

Revolut iOS

Revolut iOS

Drag to move

Foundational atoms & patterns

Updated colour palette, typography, spacing and grid systems that scale. And we themed “patterns” around items that are repeated throughout the app with minor changes

100+ component designs

Components were setup from scratch for every single item that appears in the mobile application and documented with all use cases

Detailed documention

We documented every single use case of all the components and rules, immediately shortening the learning curve for anyone who needed to use it

Foundational atoms & patterns
Updated colour palette, typography, spacing and grid systems that scale. And we themed “patterns” around items that are repeated throughout the app with minor changes
100+ component designs
Components were setup from scratch for every single item that appears in the mobile application and documented with all use cases
Detailed documention
We documented every single use case of all the components and rules, immediately shortening the learning curve for anyone who needed to use it

A Project

that spanned over

(30)

different modules

included innummerable teams

over a solid course of

(04)

years

Payments
Accounts and deposits
Fastag
Bill payments
Cibil
Invest and Insure

Payments

Accounts and deposits

Fastag

Bill payments

Cibil

Invest and Insure

Activation

Loans

Abstract dark zoomed in texture used as a background.

Redefining bank transfers
and UPI payments

Redefining bank transfers and UPI payments

The most important part of iMobile was of course, the payment related pages. We remade the flow from the ground up, and introduced a lot of features into the process