Modernizing SBI Card's post-login experiences
State Bank of India (SBI), the country's largest commercial bank, launched SBI Card, a comprehensive credit card service catering to over 1.6 million users. In collaboration with BCG, as well as SBI’s marketing, product, business, and digital teams, I led the exercise to modernize SBI Card, introducing a variety of new features for both B2C and B2B services.
My role involved working cross-functionally with design and product teams to enhance the SBI Card’s website experience, with a particular focus on improving the onboarding process for new and existing SBI Card customers. Our approach was rooted in extensive research and rigorous prototype testing, leading to the deployment of a holistic solution that significantly reduced drop-offs by 28% and boosted revenue by 19%.
Product design, Design strategy
Team
3 Designers
2 Business Analysts
1 Product Manager
Duration
12 Weeks
Client
SBI, SBI Card
My roles
Product Designer
Design Strategist
I functioned as a product designer and design strategist, focusing on developing UX strategies, conducting and devising research plans, and executing UI decisions based on new guidelines and systems.
SBI post login experience
During my tenure, I contributed to building multiple digital products for SBI Card, however in this case study, I will focus on the post-login experiences - Onboarding new users, applying for credit cards online, and registration of the new cards customers recieved.
Refreshed design of SBI Card's post login experience
Existing platform
The current SBI Card website is outdated, cluttered, and visually overwhelming, leading to user confusion and frustration. This results in numerous support tickets, dead-ends, empty states, and errors. Additionally, the platform lacks responsiveness and breaks completely when viewed on mobile and other devices.
SBI Card portal in 2021
Situation in 2021
SBI was losing market share to HDFC, Kotak Mahindra, and other private sector banks.
As India moves towards a cashless future, SBI is still seen as outdated.
Customer dissatisfaction is at an all-time high, leading to a surge in support tickets.
SBI needs a brand refresh, better security, and tech upgrades.
Stiff competition
SBI is competing against major private banks like HDFC and Kotak Mahindra, which are favored by the youth of India. As the second-largest financial services provider, SBI trails only behind HDFC.
HDFC and Kotak Mahindra bank websites
Defining the problem
How might we modernize SBI Card platform by creating an intuitive and clean user experience the recognizes the needs of their users to better compete in the banking sector.
The research
Our research consisted of literature reviews, benchmarking, competitor analysis, and exploring BFSI trends in domestic and international markets.
Research deck - Banking and Financial Sector Industry (BFSI) trends in the Indian Market
Initial insights
Step by step guided process to simplify decision making
Repeated validation at all the key points of the journey
Sophisticated mobile banking experience and flexibility
Personalized 1-1 assistance and necessary support
Stakeholder and user interviews
SBI Card users have a few key needs. Most importantly they need to be able to trust their bank for support, convenience, and simplicity in essence.
Quick builds
Through collaborative efforts with SBI and BCG, we developed initial concepts for the E-application and E-registration processes.
Example of an e-application form for users to apply for credit cards
Testing
The next step was testing these concepts with actual users to solicit valuable feedback. This happened through moderated, and unmoderated tests over UserTesting.com
A/B testing initial concepts of the visual design process
Results (+6 months)
SBI Card revenue up by 19%
Necessary support and error ticket creations down 28%
SBI attracting a younger demographic of users for it’s new age
SBI prepared to move into the future with a stronger foundation
Learnings
I've learned the importance of collaborating effectively with various teams across business, engineering, and marketing. Being decisive and making quick, rational decisions is crucial; otherwise, those decisions might be made for you. Above all, simplifying tasks for users and reducing their load is key to enhancing their experience.
Other Projects
Snaq by CNN, breaking into emerging markets
CNN targets emerging markets with a new Gen Z news 0-1 product focusing on strategy.
Synth - Music generated using your neural network
Synth is a music platform that creates music using your neural network and artificial intelligence.