One app. Three different journeys.
Personalising Axis Bank's consumer banking app to serve Premium, Prime, and Youth segments with distinct experiences — making the same product feel made for each individual.
One app. Three different journeys.
Personalising Axis Bank's consumer banking app to serve Premium, Prime, and Youth segments with distinct experiences — making the same product feel made for each individual.
Create a banking app that feels personal, not generic.
Axis Bank sought to transform its digital banking experience by making the app feel tailored to each customer segment. The goal was a "simple, easy-to-operate app" that also understood who was using it.
The challenge was designing one product that served three genuinely different audiences — Premium clients with complex wealth management needs, Prime retail customers, and Youth users exploring banking for the first time.
Client
Axis Bank
Scope
UX Strategy · App Design · User Personalisation · Digital Product
Markets
India — national digital banking
Serve three audiences
with one platform.
A banking app that finally felt like it was built for the person using it.
By segmenting the digital experience without fragmenting the platform, Axis Bank was able to serve Premium clients with sophistication, Prime customers with clarity, and Youth users with the simplicity they expected — all from one product.
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