Axis Bank — Fixed Deposit Booking
Redesigning the Fixed Deposit booking flow to support clear, confident financial decisions.
Type
Client Project
Timeframe
3 months
Toolkit
Figma
Year
2023
Problem
Users struggled to confidently complete Fixed Deposit and Tax Saver FD bookings due to late disclosure of critical constraints, unclear terminology, and unnecessary manual effort. This caused hesitation, re-reading, mental calculations, and drop-offs — especially when users discovered the 5-year lock-in period too late in the flow.
Solution
The booking flow was redesigned to surface key financial information early, reduce unnecessary steps, and support confident decision-making through clarity, reassurance, and structured progression. This included earlier disclosure of constraints, auto-calculated values, prefilled information, and a review step that aligns with how users naturally validate financial decisions.
Financial decisions don’t fail because of complexity — they fail because of uncertainty.
Before redesigning the flow, I analysed where users slowed down, hesitated, or abandoned the booking journey.
This helped surface the core issues:
Critical constraints (like lock-in period) appeared too late
Users had to manually calculate outcomes and compare options
There was no clear moment to review and feel confident before confirming
These issues created friction, doubt, and drop-offs in a flow that required trust.
Research & Discovery
The goal was to understand not just what users did, but what they needed to feel sure.
Key Insights
Three key insights emerged from research:
Users prioritise clarity over speed when dealing with money
Auto-calculated values reduce mental effort and anxiety
A review step increases trust and confidence before committing
Exploring Solutions
The Solution
Validation & Iteration
Testing confirmed that users could now find key information easily, understand outcomes, and feel confident before confirming.
Minor refinements were made to language, grouping, and emphasis to further reduce hesitation.
Impact & Learnings
The redesign reduced hesitation, improved completion, and strengthened user trust in the booking process.
It reinforced the importance of:
Clarity over compression in financial flows
Timing information as carefully as designing layout
Designing for confidence, not just efficiency
