axis bank
axis bank
axis bank
axis bank
concierge
concierge
concierge
concierge
ux design
ux design
ux design
ux design
Bringing a roster of Concierge services to Axis Bank Cardholders
Bringing a roster of Concierge services to Axis Bank Cardholders
Bringing a roster of Concierge services to Axis Bank Cardholders
Adapting an existing lifestyle platform into Axis Bank's premium concierge programme.
Adapting an existing lifestyle platform into Axis Bank's premium concierge programme.
Role
UX Designer
UX Designer
Timeline
2023 (7 months)
2023 (7 months)
Team Size
1 Designer, 1 Business Analysts, 2 Project Manager
1 Designer, 1 Business Analysts, 2 Project Manager
Platform
Web, Mobile
Web, Mobile
Role
UX Designer
Team Size
1 Designer, 1 Business Analysts, 2 Project Manager
Timeline
2023 (7 months)
Platform
Web, Mobile
Role
UX Designer
Team Size
1 Designer,
1 Business Analysts,
2 Project Manager
Timeline
2023 (7 months)
Platform
Web, Mobile
The context
How a Roster of services were added
How a Roster of services were added
How a Roster of services were added
Europ Assistance approached Axis Bank with an opportunity to offer Concierge Services from HomeCare to Axis Bank cardholders.
Europ Assistance approached Axis Bank with an opportunity to offer Concierge Services from HomeCare to Axis Bank cardholders.
HomeCare is an existing platform had evolved over time, accumulating new services and interactions within an established structure.
HomeCare is an existing platform had evolved over time, accumulating new services and interactions within an established structure.
My role was to help adapt that foundation into a premium Axis Bank experience without rebuilding the platform from scratch.
My role was to help adapt that foundation into a premium Axis Bank experience without rebuilding the platform from scratch.
My role was to help adapt that foundation into a premium Axis Bank experience without rebuilding the platform from scratch.
43 → 8
43 → 8
Raw items consolidated
Raw items consolidated
Raw items consolidated
~86%
~86%
Services Implemented
Services Implemented
Services Implemented
6
6
Services descoped
Services descoped
Services descoped
The challenge
How do we make adopt the design?
How do we make adopt the design?
Adapt HomeCare's existing design system to Axis Bank's premium visual language
Adapt HomeCare's existing design system to Axis Bank's premium visual language
Adapt HomeCare's existing design system to Axis Bank's premium visual language
Making the booking experience clearer and easier to navigate across services with different requirements, including headcount, dates and time slots.
Making the booking experience clearer and easier to navigate across services with different requirements, including headcount, dates and time slots.
Making the booking experience clearer and easier to navigate across services with different requirements, including headcount, dates and time slots.
business contraints
How I learned?
How I learned?
Observation
HomeCare is a flexible subscription-based lifestyle concierge which could fit right with the roster of services Axis provides.
HomeCare is a flexible subscription-based lifestyle concierge which could fit right with the roster of services Axis provides.
The team introduced me to the roster of services such as Global Travel Exp, Travel & Stay etc thus giving me a deeper look into the booking experience of each service.
The team introduced me to the roster of services such as Global Travel Exp, Travel & Stay etc thus giving me a deeper look into the booking experience of each service.
Stakeholder / Team Input
Business analyst introduced their deal with Axis Bank, and mentioned how we need to come with curated experience which are powered by Europ Assistance.
Business analyst introduced their deal with Axis Bank, and mentioned how we need to come with curated experience which are powered by Europ Assistance.
8 Services were selected by Axis Bank who agreed to give access via card membership
8 Services were selected by Axis Bank who agreed to give access via card membership
business questions
"What more can we add the services powered by Europ Assistance?"
"What more can we add the services powered by Europ Assistance?"
— Business Analyst, at Europ Assistance
"How can we make Axis Bank customer’s booking experience Seamless & Effective?"
"How can we make Axis Bank customer’s booking experience Seamless & Effective?"
— Project Manager, at Europ Assistance
other platform research
My Findings
My Findings
Users need enough context before committing
Users need enough context before committing
Booking flows progressively reveal complexity
Booking flows progressively reveal complexity
Time and date are contextual decisions
Time and date are contextual decisions
TripAdvisor
AirBnB
BookMyShow
Expedia
TripAdvisor
AirBnB
BookMyShow
Expedia
Designing Planning
Defining the Challenge
Defining the Challenge
from research to direction
I reviewed existing booking patterns, aligned them with Axis Bank’s visual language, and focused the redesign on three core touchpoints.
I reviewed existing booking patterns, aligned them with Axis Bank’s visual language, and focused the redesign on three core touchpoints.
the redesign focused on
Landing & Listing
Landing & Listing
Service Details
Service Details
Booking Flow
Booking Flow
The Audience
The Audience
Two cardholders profiles shaped the priority calls made throughout the flow.
Two cardholders profiles shaped the priority calls made throughout the flow.
Karan
Karan
Family-first Planner
Family-first Planner
•
Books for a mixed group of adults and children
Books for a mixed group of adults and children
Books for a mixed group of adults and children
•
Wants total cost visible before picking a time
Wants total cost visible before picking a time
Wants total cost visible before picking a time
•
Double-checks pickup logistics before confirming
Double-checks pickup logistics before confirming
Double-checks pickup logistics before confirming
Garima
Garima
Solo Business Traveller
Solo Business Traveller
•
Books last-minute, values speed over browsing
Books last-minute, values speed over browsing
Books last-minute, values speed over browsing
•
Wants certainty before a non-refundable slot
Wants certainty before a non-refundable slot
Wants certainty before a non-refundable slot
•
Compares 2–3 options at most
Compares 2–3 options at most
Compares 2–3 options at most
Core Challenges
Core Challenges
Core Challenges
Challenge — 1
Booking Model placement
Booking Model placement
Scrapped
DESIGN CRITIQUE:
DESIGN CRITIQUE:
Options and pickup times shown before a date is picked
Options and pickup times shown before a date is picked
Drawer overlaps the site header — a stacking/viewport bug
Drawer overlaps the site header — a stacking/viewport bug
Dense, stacked cards with small tap targets
Dense, stacked cards with small tap targets
Final Cut
APPROVED VALIDATION:
APPROVED VALIDATION:
Focuses user completely inside a single, high-contrast modal canvas.
Standard pattern easily understood and immediately dismissible with a universal close option.
Challenge — 2
Headcount Input Pattern
Headcount Input Pattern
Initial Ideation
DESIGN CRITIQUE:
DESIGN CRITIQUE:
Number + chevron implies a menu, not a direct control
Changing the count takes two actions: open, then select
No visible sense of the min/max range while closed
Final Cut
APPROVED VALIDATION:
APPROVED VALIDATION:
Minus/plus buttons adjust the count in place, one tap per step
Matches the quantity-selector pattern people already know from checkout
A button can simply disable itself at the min or max limit
Challenge — 3
Date & discreet Time Slot Selection
Date & discreet Time Slot Selection
Initial Ideation
DESIGN CRITIQUE:
All three options share the same price and pickup times
Price sits in small type, separated from the option it prices
No real basis for comparing or choosing between cards
Final Cut
APPROVED VALIDATION:
Each option carries its own price and its own pickup times
Price sits top-right next to the option name — scan once, compare fast
Selecting a card now changes what you're actually booking
Design Phrasing
Defining the content structure
Defining the content structure
Discovery
Discovery
landing page
listing
Evaluation
Evaluation
service details
Commitment
Commitment
pop-up modal
Design Phrasing
Defining the content structure
landing page
listing
service details
pop-up modal
What happened?
Extending the system across 8 service pillars
Extending the system across 8 service pillars
Extending the system across 8 service pillars
Global Travel Experience
Global Travel Experience
Access personalized travel support with 24/7 travel experts ensuring seamless and luxurious journeys across the globe.
Access personalized travel support with 24/7 travel experts ensuring seamless and luxurious journeys across the globe.
A-Lister Events
A-Lister Events
Enjoy exclusive access to premium global events, including fashion shows, concerts, and cultural festivals.
Enjoy exclusive access to premium global events, including fashion shows, concerts, and cultural festivals.
Money Can’t Buy
Money Can’t Buy
Indulge in unique, one-of-a-kind experiences that offer exclusivity and lasting memories beyond monetary value.
Indulge in unique, one-of-a-kind experiences that offer exclusivity and lasting memories beyond monetary value.
also shipped — same system
The remaining 5, build to the same standard
The remaining 5, build to the same standard
Travel & Stay
Travel & Stay
Travel & Stay
Hotel, flight and stay bookings with the same date-first flow as the rest of the program.
Hotel, flight and stay bookings with the same date-first flow as the rest of the program.
Hotel, flight and stay bookings with the same date-first flow as the rest of the program.
Airport Experience
Airport Experience
Airport Experience
Lounge access, meet-and-greet and transfers, designed for a phone at the gate.
Lounge access, meet-and-greet and transfers, designed for a phone at the gate.
Lounge access, meet-and-greet and transfers, designed for a phone at the gate.
Fitness & Gym Sessions
Fitness & Gym Sessions
Fitness & Gym Sessions
Drop-in access to partner fitness centres while travelling.
Drop-in access to partner fitness centres while travelling.
Drop-in access to partner fitness centres while travelling.
Golf Sessions
Golf Sessions
Golf Sessions
Course booking and lesson referrals in a single flow.
Course booking and lesson referrals in a single flow.
Course booking and lesson referrals in a single flow.
Spa Booking
Spa Booking
Spa Booking
Reservation and referral for partner spa services.
Reservation and referral for partner spa services.
Reservation and referral for partner spa services.
Additions after design
Offer Tag
Why?
Surface availability pressure early so customers can make a decision without entering the booking flow first.
Surface availability pressure early so customers can make a decision without entering the booking flow first.
Booked already tag
Why?
Prevents customers from treating an already-booked service as an available option and provides a direct path to the existing reservation.
Prevents customers from treating an already-booked service as an available option and provides a direct path to the existing reservation.
Changed Confirmation Illustration
Why?
Sets a clear completion state and gives users an immediate way to access their booking.
Sets a clear completion state and gives users an immediate way to access their booking.
Additions after design
Additions after design
Offer Tag
Offer Tag
Offer Tag
Why?
Surface availability pressure early so customers can make a decision without entering the booking flow first.
Booked already tag
Booked already tag
Booked already tag
Why?
Prevents customers from treating an already-booked service as an available option and provides a direct path to the existing reservation.
Changed Confirmation Illustration
Changed Confirmation Illustration
Changed Confirmation Illustration
Why?
Sets a clear completion state and gives users an immediate way to access their booking.
Outcome & Performance
Outcome & Performance
Outcome & Performance
43 → 8
43 → 8
43 original service items consolidated into 8 customer-facing service pillars
43 original service items consolidated into 8 customer-facing service pillars
37 retained
37 retained
37 mapped service items shipped across the final experience
37 mapped service items shipped across the final experience
6 descoped
6 descoped
6 services removed because they were transactional, lower-tier, or outside the intended affluent-banking positioning
6 services removed because they were transactional, lower-tier, or outside the intended affluent-banking positioning
Result
a more focused concierge catalogue with a consistent booking experience across eight service pillars.
a more focused concierge catalogue with a consistent booking experience across eight service pillars.
Consolidated view of 8 Shipped Pillars
Consolidated view of 8 Shipped Pillars
37 Total Mapped Items
01
Airport Experience
4 items
Luxury Car Rental & Limousine Referral
Airport VIP Service (Meet-and-Greet)
Airport Lounge Access Service
Airport Limousine Concierge
02
Travel & Stay
7 items
Flight Info & Ticketing Assistance
Hotel Referral & Reservation Assistance
Train / Rail Information & Ticketing
Trip Planning & Assistance
General Reservation Assistance
Currency Rates & Conversions
Pre-trip Inoculation & Visa Info
03
Global Travel Exp
4 items
Luxury Yacht & Cruise Reservations
Cultural & Historical Tours
Sightseeing & Destination Guides
Overseas Language & Translation Support
04
Golf Sessions
4 items
Golf Lessons & Referral Assistance
Golf Course Referral & Reservations
Golf Equipment & Apparels
Golf Events Assistance
05
Fitness & Gym Sessions
1 item
Spa, Fitness Centre & Sports Centre Information
06
Spa Booking
2 items
Spa & Fitness Centre Referral Assistance
Massage & Aromatherapy Services
07
A-Lister Events
5 items
Special Events & Performance Assistance
New Books & Music Albums Releases
Museums, Cultural Centres & Gallery Info
Bespoke Event Planning
Conference Information & Referrals
08
Money Can't Buy
10 items
Jewellery & Luxury Watches Referral
Arts & Antiques Dealers Info
Major Shopping Belts & Locations
Flower & Gift Delivery Concierge
Bespoke Tailoring
Fine Dining Referral & Reservations
Private Chef & Dining Assistance
Curated Food Tours
Food Tasting Events
Vineyards & Private Tastings
Descoped — Excluded From Shipped 8
Services deemed transactional, low-tier, or out-of-brand for affluent banking
6 items pruned
Laundry Pick up / Drop Off Services
Messenger Service Assistance
Courier Service Assistance
Translation Services (Business)
Pet Care Assistance
Home Grocery Delivery
a Look-back
Reflecting on the work
Reflecting on the work
•
A cosmetic brief can be a structural symptom
A cosmetic brief can be a structural symptom
•
The problem wasn't just visual age. The underlying information and interaction structure needed reconsideration.
The problem wasn't just visual age. The underlying information and interaction structure needed reconsideration.
•
Interfaces should say what they are.
Interfaces should say what they are.
Other Curated Work
Other Curated Work
Other Curated Work
homecare
Reworking a mature concierge platform without starting from scratch.
Read More
Vitra.ai
Designing AI interfaces before AI had design patterns
Read More
e-portal 2.0
150+ screens, 11 roles, one design language held consistent
Read More
E-portal 2.0
150+ screens, 11 roles, one design language held consistent
•
11 roles, different permissions, interconnected workflows.
•
150+ screens designed as one cohesive experience.
•
Build consistency across roles, modules, and workflows.
Read More
Vitra.ai
Designing AI interfaces before AI had design patterns
•
4 AI-native tools designed from the ground up, with no existing pattern to build from
•
1 self-initiated concept — a grammar analytics suggestion adopted into the core speech-to-text flow
•
Node-based process map designed to make a fully invisible backend pipeline readable at a glance
Read More
Homecare
Reworking a mature concierge platform without starting from scratch
•
Redesigned service discovery, booking and payment across the existing platform
•
Replaced modal-heavy interactions with clearer, progressive booking flows
•
Established reusable patterns for service categories, booking and review states
Read More
E-portal 2.0
150+ screens, 11 roles, one design language held consistent
•
11 roles, different permissions, interconnected workflows.
•
150+ screens designed as one cohesive experience.
•
Build consistency across roles, modules, and workflows.
Read More
Vitra.ai
Designing AI interfaces before AI had design patterns
•
4 AI-native tools designed from the ground up, with no existing pattern to build from
•
1 self-initiated concept — a grammar analytics suggestion adopted into the core speech-to-text flow
•
Node-based process map designed to make a fully invisible backend pipeline readable at a glance
Read More
Homecare
Reworking a mature concierge platform without starting from scratch
•
Redesigned service discovery, booking and payment across the existing platform
•
Replaced modal-heavy interactions with clearer, progressive booking flows
•
Established reusable patterns for service categories, booking and review states
Read More
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