Redesigning the ICICI Bank Internet Banking portal .
The project was to redesign the Net banking so that end users would be able to navigate and discover services which they needed.
Again the focus was on pure usability as the Branding guidelines were not to be messed with. The real power of the redesign came from observing end users and putting forward their problems as bottlenecks and pain points along with the competition. I invented the “PAIN SPIKE ” Matrix which has since been used in most projects by HFI for clearly communicating the value of good UX to clients.
This was a clear call to action to fix their usability issues and I redesigned the site with a cleaner information architecture with clear categorization.