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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 However, the platform's outdated design and overly complex processes resulted in a significant drop-off rate.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

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UX issues in the existing platform 

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Navigation

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

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Content

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

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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.

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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.

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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.

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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

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