UX Challenges

AXIS Support is AXIS Bank’s standalone website dedicated to providing customers with essential banking assistance. It serves three primary functions: raising requests, lodging complaints, and resolving queries, ensuring efficient and comprehensive support for all customer needs.

The design objectives were…

  • Identify challenges & obstacles on the support website and users’ problem-solving approach
  • Assess user journeys to pinpoint friction points and grasp user preferences.
  • Benchmark’ AXIS bank’s support experience with other major Indian banks
  • Improve customer engagement
  • Reduce support related emails and visits to the branch and increase self service

Based on stakeholder interview and best practice reviews, the main UX challenges were as follows:

  • Lack of clear structure: The website lacks a coherent structure, hindering discoverability and clarity of key messages.
  • Lack of awareness: Users prefer phone assistance and use internet/mobile banking for immediate issues; however, none of the users are aware of a separate support website.
  • Lack of Consistency: The website suffers from a lack of proper visual layout, typography issues, and readability challenges, contributing to an improper visual hierarchy.
Axis Bank - UX Challenges

Our Process

Stakeholder Visioning
Stakeholder Visioning
User Research
User Research
UX Audit
UX Audit
Benchmarking
Benchmarking
Keys to the best support experience
Keys to the best support experience

Our Solution

After thoroughly understanding the UX issues, we identified essential keys for a best-in-class support experience.

These keys are crucial elements that form the foundation of effective and efficient customer support, ensuring satisfaction and engagement. Some of them are:

Know Thy User

#1 Know Thy User

Understanding your target audience is crucial for achieving the desired outcomes efficiently. Research shows that digital immigrants prefer assisted service for speed, convenience, and accountability, while digital natives favour self-service first.

Get the Hygiene Stuff Right

#2 Get the Hygiene Stuff Right

The AXIS support website lacks fundamental design hygiene, affecting both visuals and ease of use. Ensuring accuracy, relevance, and consistency in website design are fundamental to good UX, with benchmarks from platforms like Google, Groww, and Swiggy.

Find the right moment to sell

#3 Find the right moment to sell

Cross-selling products on a customer support channel can frustrate users, detracting from the primary goal of resolving their issues efficiently. Selling at the right moment is crucial for customer support, this means after resolving their issues, similar to airlines offering upgrades post check-in.

Designing concepts for desktop screens

Designing a concepts that leverages the keys to create an exceptional support experience that ensures customer satisfaction and operational efficiency.

Designing concepts for desktop screens

The Outcome

We delivered a blueprint for a best-in-class support experience aimed at enhancing efficiency and reliability in the Axis Bank support process.

This blueprint facilitates customer self-service where possible and offers assisted support when necessary, thereby providing a means to alleviate pressure on the back-end support team by reducing the volume of calls and emails.

The Team

Saurabh Gupta
Saurabh Gupta
Co-Founder
Sugesh Sugathan
Sugesh Sugathan
Associate Partner
Arushi Sethi
Arushi Sethi
Senior Lead UX Designer
Niyati Shah
Niyati Shah
UX Designer
Abha Pawar
Abha Pawar
UX Designer

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