Client: ICICI

ICICI site offers a range of non residential Indian citizens the site is their most important channel to

• Educate NRIs regarding its services
• Provide a platform for them to send money to India.
• Provide customized offerings for different geographical regions worldwide.

Issues with ICICI NRI services

• Multiple confusing navigation options made it difficult for users to find the information they were looking for.
• The site’s cluttered layout with numerous animated banners over user of color and non standard links distracted the user form performing their primary tasks.
• The site was product centric rather than user centric
• It was not evident to the user that the site provided customized offering based on the geographical locations.

Redesign of ICICI NRI services

• A clear navigation container which user centric and country based.
• A visual language, which caters to the NRI audience and is consistent across ICICI country sites.
• Simplified site design, which supports users main goals.
• Send money to India from their country of stay.
• View and compare the best exchange rates
• Open an NRE/NRO saving account and learn its unique features.
• Find out about fixed deposits
• Explore services like home loans, search a home, investment opportunities. etc

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