The Challenge / Opportunity
ICICI Bank is India’s second-largest bank with presence in 18 countries.ICICI Bank offers a wide range of banking products and financial services to corporate and retail customers in the areas of investment banking, life and non-life insurance, venture capital and asset management.
The Bank currently has subsidiaries in the United Kingdom, Russia and Canada, branches in United States, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai International Finance Centre and representative offices across the world. ICICI Bank’s UK subsidiary has established branches in Belgium and Germany.ICICI Bank needed a way to stay ahead of the competition and to manage their wide customer base efficiently through the development and launch of a new e-banking application product (first of its kind in South-East Asia) for the customers to login to access the product and corresponding website, thereby reducing the need for a customer to step into a bank’s branch for personalized service.They contracted Cohezia for ensuring perfect graphic design and technology execution of this strategic thinking to enable a seamless connect with their customers.
Our Thinking and Approach
To ensure perfection in execution, Cohezia’s approach was to have a dedicated team of technologists and designers. We ensured that we went beyond the brief by using the latest design technologies for bettering the wire frames and User Centered Design
Creative and Usability Design
We kept the website easy to load and avoided using heavy components without compromising on the end output and quality which means even the users on low bandwidth internet connection can have seamless experience with the site. This included Cohezia innovatively developing the full-fledged functional demos and virtual tour of the product offering using a technology called DHTML which unlike flash loads in a fraction of second and was better for this project Cohezia also conceived and developed a strategic user-friendly online application form designed in such a way that, the prospect can half-fill the form-come back-retrieve and complete the form, upload relevant documents along with the application form The website had a world-class user centered design along with optimization for the search engines (Search Engine Optimisation) included a feature to up-sell other products of the client.
Results
The new website was easy to use and enabled users to access product related information with ease. A positive perception of ICICI Bank and its flagship product was achieved by incorporating Key brand and product references into the design in a very subtle and integrated manner. The launch of this website built at par with international standards extended the success of the core business and helped deepen the relationship with the brand.