
UX Audit, Design & Support
Client:
ICICI Bank
Money2World
My Role:
Sr. UX Designer at
ZEUX Innovation
Team:
ZEUX Innovation
Sugesh, Sanket & Ritusri
Project Timeline:
1 year
The UX challenge
ICICI Bank's Money2World is a trusted and secure platform for sending money abroad, making it one of the leading outward remittance services in India. However, the platform's outdated design and overly complex processes resulted in a significant drop-off rate. To address this, ICICI Bank partnered with ZEUX, seeking our UX expertise to transform the Money2World experience.
Some key challenges to tackle were...
1. Excessive Break Points: Too many interruptions for new users
2. Navigation problems: Lack of hierarchy and proper grouping in options
3. Poor contextual communication: Ineffective messaging for user understanding
4. Category issues: Overlapping/missing categories in purposes and sources of funds
5. Complex jargon: Overuse of banking terms and technical language
6. Compliance Overload: Repetitive prompts for T&C acceptance and declarations
NRO Data highlights in the year 2023
11,000~
NRO transactions have gone on hold in 2023
63%~
NRO customers were confused about selecting the appropriate source of funds.
47%~
NRO customers were unclear about which document to upload and how to do it.
Our process

UX issues in the existing platform

Navigation
Button options are a mixed bunch in terms of hierarchy but are grouped together in the navigation bar.

Content
Communication is not clear, if the user should enter the entire loan amount or the amount they wish to transfer.

Presentation
All CTAs look similar, there is no visual hierarchy.
Our solution
Focused on 3 UX design pillars. To maintain the same consistency of the ecosystem from desktop to mobile app, we also created mobile templates keeping in mind the scalability.
1. Design for high anxiety
The international fund transfer domain can be stressful due to concerns about security, rules, and heavy documentation.
Our UX approach tackled this by easing this anxiety as much as possible and humanizing the process – with an easy login, comprehensive dashboard to track all required details of transfer and contextual help and nudges to provide clarity.

2. Speak the user's language
One major problem of the current banking industry is the use of over-complicated jargon, which is difficult to understand. This also adds substantially to the anxiety issue.
This led us to completely relook at the language used – and simplify the same to non-banking casual English, spoken and understood by the masses.

3. Design for a global visual audience
Our expert review uncovered outdated collaterals in both aesthetics and technology as this catered to the NRI (Non-resident Indian) audience. The team revamped journeys, aligning them with global standards. This involved streamlining data entry, digitising forms, and presenting a refreshed UI.
This completely revamped the fund transfer process of the client from daunting, drab and aged to sleek, modern, and minimal. Additionally, we created instructional videos to better guide users through the new process.

The outcome
• A simplified user onboarding path minimizing potential disruptive points.
• A holistic dashboard that ensures users are continuously updated on their total remittances and their respective statuses.
• Hyper-simple journeys designed to avoid human error & to meet global visual standards.
• Conversational user journeys that alleviate anxiety by providing step-by-step instructions and autosave functionality.
The new ICICI M2W portal will go live in 2025