Redesigning banking for
Redesigning banking for
Redesigning
banking for millions for ICICI Bank
millions for ICICI Bank
millions for ICICI Bank
2021 - Current
2021 - Current
PRODUCT DESIGN
strategy
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 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.
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
Our first step was to setup a comprehensive design system
Our first step was to setup a comprehensive design system
Revolut iOS
Revolut iOS
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
A Project
that spanned over
that spanned over
(30)
(30)
different modules
different modules
included innummerable teams
included innummerable teams
over a solid course of
over a solid course of
(04)
(04)
years
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
Redefining bank transfers
and UPI payments
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
Payee favourites
(01)
Quick access to you favourite payees allowing fast and secure paymemts
Payee favourites
(01)
Quick access to you favourite payees allowing fast and secure paymemts
Payee favourites
(01)
Quick access to you favourite payees allowing fast and secure paymemts
Payee favourites
(01)
Quick access to you favourite payees allowing fast and secure paymemts
Recent Transactions
(02)
Quick access to you favourite payees allowing fast and secure paymemts
Recent Transactions
(02)
Quick access to you favourite payees allowing fast and secure paymemts
Recent Transactions
(02)
Quick access to you favourite payees allowing fast and secure paymemts
Recent Transactions
(02)
Quick access to you favourite payees allowing fast and secure paymemts
Payment methods
(03)
Quick access to you favourite payees allowing fast and secure paymemts
Payment methods
(03)
Quick access to you favourite payees allowing fast and secure paymemts
Payment methods
(03)
Quick access to you favourite payees allowing fast and secure paymemts
Payment methods
(03)
Quick access to you favourite payees allowing fast and secure paymemts
Categorizing your spends
(04)
Quick access to you favourite payees allowing fast and secure paymemts
Categorizing your spends
(04)
Quick access to you favourite payees allowing fast and secure paymemts
Categorizing your spends
(04)
Quick access to you favourite payees allowing fast and secure paymemts
Categorizing your spends
(04)
Quick access to you favourite payees allowing fast and secure paymemts
A complete relook
at Accounts and Deposits
A complete relook
at Accounts & Deposits
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
Revamping FASTag and
Bill payments experience
Revamping FASTag and
Bill payments experience
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
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
A login designed for speed
A login designed for speed
The login experience was completely revamped, with a unique new feature of having the camera view open by default, so that the user could make a UPI payment with ease. Due to this feature, ICICI Bank noticed an increased usage of UPI Payments by about 230%.
The login experience was completely revamped, with a unique new feature of having the camera view open by default, so that the user could make a UPI payment with ease. Due to this feature, ICICI Bank noticed an increased usage of UPI Payments by about 230%.
Designing for a wide range of products
To reinvent the overall banking experience, while still maintaining and paying respect to the heritage of the second largest private bank in India.
The online money transfer service trusted by millions of users for inward remittance from abroad
Money2India
01
Customer Acquisition
02
ICICI UK, Global
03
The online money transfer service trusted by millions of users for inward remittance from abroad
Money2India
01
Customer Acquisition
02
ICICI UK, Global
03
The online money transfer service trusted by millions of users for inward remittance from abroad
Money2India
01
Customer Acquisition
02
ICICI UK, Global
03
The online money transfer service trusted by millions of users for inward remittance from abroad
Money2India
01
Customer Acquisition
02
ICICI UK, Global
03
Impact and Reception
Smooth execution and knowledge transfer.
“Canvs helped us fill an important gap at the right time. They did a great job considering the limited context and remote setting. We had a great working relationship, good processes in place along with great response time and project management. It was a pleasure working with Canvs.”
Santwana
SOMETHING, ICICI BANK
“Canvs helped us fill an important gap at the right time. They did a great job considering the limited context and remote setting. We had a great working relationship, good processes in place along with great response time and project management. It was a pleasure working with Canvs.”
Santwana
SOMETHING, ICICI BANK
“Canvs helped us fill an important gap at the right time. They did a great job considering the limited context and remote setting. We had a great working relationship, good processes in place along with great response time and project management. It was a pleasure working with Canvs.”
Santwana
SOMETHING, ICICI BANK
“Canvs helped us fill an important gap at the right time. They did a great job considering the limited context and remote setting. We had a great working relationship, good processes in place along with great response time and project management. It was a pleasure working with Canvs.”
Santwana
SOMETHING, ICICI BANK
“Canvs helped us fill an important gap at the right time. They did a great job considering the limited context and remote setting. We had a great working relationship, good processes in place along with great response time and project management. It was a pleasure working with Canvs.”
Santwana
SOMETHING, ICICI BANK
“Canvs helped us fill an important gap at the right time. They did a great job considering the limited context and remote setting. We had a great working relationship, good processes in place along with great response time and project management. It was a pleasure working with Canvs.”
Santwana
SOMETHING, ICICI BANK
“Canvs helped us fill an important gap at the right time. They did a great job considering the limited context and remote setting. We had a great working relationship, good processes in place along with great response time and project management. It was a pleasure working with Canvs.”
Santwana
SOMETHING, ICICI BANK
“Canvs helped us fill an important gap at the right time. They did a great job considering the limited context and remote setting. We had a great working relationship, good processes in place along with great response time and project management. It was a pleasure working with Canvs.”
Santwana
SOMETHING, ICICI BANK
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©2025 Canvs
Subscribe to Design & Tech Weekly
An often riveting list of design and tech resources!
©2025 Canvs
Subscribe to Design & Tech Weekly
An often riveting list of design and tech resources!
©2025 Canvs