ICICI Securities
Enhancing the digital experience for ICICI Securities
Streamlining the trading and investment experience of ICICI Direct, the retail face of ICICI securities.
ICICI Securities is a leading financial services company in India, a subsidiary of ICICI Bank. It offers a fintech platform, ICICI Direct, that enables individual retail customers and businesses to trade and invest in various financial instruments.
Driven by design thinking, we aimed to enhance ICICI Securities' market position and customer satisfaction by implementing innovative digital solutions and improving the user experience.
Challenge
The main challenge was to accentuate the user experience across several ICICI Securities platforms—Markets app, Super app (InstaBIZ), ICICI Direct website, and mobile web—while maintaining consistency throughout.
Industry
FinTechServices
UI UX design Visual designCreative Quotient
UI UX designers Visual designer
Our approach
After analyzing the existing ICICI Direct platform, and collaborating closely with the team of ICICI Securities, we identified some pain points and areas of improvement in the navigation. The design process was curated to reflect specific aspects of user experience that the brand wanted its users to have: smooth, intuitive, inclusive, and easy to understand.
Our efforts were collectively directed to align the design elements with ICICI Securities’ business objectives, while fulfilling user needs of widely diverse groups.
The Lemonade Process
Adding an icy zest to the designs
- Research
- Requirement gathering
- Understanding users
- Plan
- User flows
- Action strategy
- Explore
- Concept
- Sketches
- Wireframes
- Create
- UI UX design
- Illustrations
- Images & icons
- Delight
- Micro-interactions
- Micro-copy
- Analyze
- Quality analysis
Understanding the users
This user group includes users who are interested in investing in the stock market. The online platform, ICICI Direct, is particularly suited for these users.
These users own significant investable assets, and are looking for wealth management services tailored to their specific needs.
These users include banks, financial institutions, and corporations, that require assistance with brokerage, investment banking, and research.
Complex user flows. Lack of consistency in visual design.
Streamlined key processes for efficiency. Crafted cohesive, consistent visual design. Enhanced usability & brand recognition.
Non-login made more direct
We assembled a sleek design system for ICICI Direct’s non-login zone. It consisted of fresh UI components, each crafted accommodating the established brand guidelines. Our redesign enhanced the user experience, while consciously preserving the platform’s core visual identity.
Designing tailored solutions
Each user segment was particularly catered to, with solutions that address their specific needs. The navigation was thoughtfully designed to be simpler and more intuitive, which resulted in increased accessibility of tools and information needed. With a modern and engaging interface, the visual design reinforced trust in users and encouraged interaction. We also used tools like data visualization to represent data more clearly and simply, helping users to make informed decisions.
An all-new product suite
We undertook the challenge of elevating various products within ICICI Securities’ extensive service portfolio. The unique requirements of each product were met with custom design solutions that introduced streamlined dashboards and interfaces. This holistic approach ensured that each product, from algorithmic trading tools to comprehensive financial services, delivered a coherent and engaging user experience.
The result
Our long-standing collaboration with ICICI Securities, a leader in India's financial services sector, has resulted in an evolved user experience. The users are guided through their financial lifecycle with expertise and efficiency, setting a new standard of trading in the fintech industry! 🎉