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HDFC Bank is the largest private sector bank in India. I helped them revamp their website by creating an Information Architecture and organising over 40,000 pages.
My Role:
- Spearheaded UX research
- Engineered an Information Architecture
- Crafted compelling diagrams
- Marrying business goals with intuitive design.
As of July 2023, HDFC and HDFC Bank underwent a monumental merger.
The website overhaul signified more than just a digital facelift; it represented a transformative vision for the future of banking in India.
Given the magnitude of the merger, a comprehensive website update was crucial to ensure seamless integration and to meet the evolving needs of their customer base.
Why redesign?
Excel-erating the Information Architecture Labyrinth
For an entire month, I ventured where no automated website crawl had gone before. Manually traversing each page, I unearthed the true expanse of the site's Information Architecture. Along this journey, I tagged pages, pinpointed broken links, identified redundancies, and strategized repositioning. It wasn't long before I grasped the sheer magnitude of the task!
Our first roadblock
We encountered a technical impediment when it became evident that manual repositioning of pages and compression or folding of topics within the information architecture was unfeasible. To address this, we initiated a rigorous comparative analysis of various diagramming tools. This analytical study was systematically conducted on Excel, employing a range of meticulously defined parameters to ensure the selection of the most optimal tool for our intricate requirements.
XMind
After evaluating various tools for our brainstorming and information architecture needs, XMind emerged as the clear choice over others, including Microsoft Excel. While Excel provided familiarity, it lacked the depth and flexibility we sought. XMind, with its intuitive mind-mapping features, allowed us to visualize complex ideas effortlessly. Its customization options meant we could tailor our diagrams precisely, showcasing our thought processes clearly. In essence, XMind wasn't just a tool; it became an extension of our thinking, enabling us to present our ideas more effectively than ever before.
This pivot not only facilitated a smoother Information Architecture process but is expected to significantly reduce implementation time, ensuring efficient integration in the post-merger landscape.
Crafting a Dynamic Weighted-Average Ranking Matrix for Webpages
In our project, we improved web page rankings using the 'weighted average method.' This approach involved evaluating key metrics like search volumes and organic visits, assigning weights to each based on their importance. Our scoring system ensured a balanced ranking, directing users to the most relevant content efficiently. This technique significantly enhanced user experience by prioritizing valuable pages.
Reimagining HDFC's Hero Menu: Market place approach
We devised four innovative approaches for HDFC's hero menu, identifying the product-led and marketplace strategies as prime movers in this digital arena. By adopting a product-centric paradigm, we're setting the stage for amplified sales and intuitive product exploration. This method foregrounds our pivotal product divisions, strategically spotlighting them for immediate access and enhanced user engagement.
Wireframe for the marketplace strategy
I had the opportunity to intern here for six months, and given the extensive scope of the project, it's expected to continue for another year. Because of my contributions, my manager has offered me the flexibility to rejoin the project whenever I choose.
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