Case study

Client

Equitas Bank - Small finance bank in India launching their first credit cards.

Collaborators

1 UX Researcher, 3 UX Designer, 1 Product Managers, 3+ Developers, and a Business Analyst.

Project Type

Fintech

B2B Banking

Credit Card Application

Native Mobile UX

Timeline

6 months

My Role

Stakeholder Management, Cross Functional Communication, Insight Generation, User Workshops, User Flows, Design System Collaboration, Interaction Design, Visual Design, Prototyping

Team

The Goal

To drive credit card adoption by improving product visibility and simplifying the application journey

Success Metrics

Applications grew 287% within 6 months, with 22k completions and 11k cards activated.

How were these metrics measured?

Measured through Equitas’ internal post-launch analytics and credit card activation reports.

Equitas Currently

Only has a static website; newly launched credit cards lacked visibility and easy access

Equitas Aims To

Drive credit card adoption through a mobile-first approach to meet business goals

Their First-Ever Credit Card Lineup

Equitas launched Excite and Elegance cards with HDFC Bank

Introduced the cards during app onboarding to boost early visibility

Clear benefits and key card info enabled instant decision-making and application

Expert reviews

"Why not just show the card first?That's what people want to see."

"Delivery address makes more sense after I choose the card."

"KYC and e-signing feel serious - don't mix them with basic details."

"Too many things together could overwhelm maybe breaking it down."

These sessions helped us envision how NTB (New to Bank) users could apply for credit card, and storyboarding further helped us outline key flow steps before diving into design.

With the application flow clarified, we established a design system to ensure visual consistency across all touchpoints.

Design Decisions

We mapped the desired personality to guide tone and visuals across the design system.

A scalable type system and modular components ensured clarity. Equitas Blue and gradients reinforced the brand. A 4-point layout grid, strong contrast, legible type, and tap-friendly design supported accessibility.

With the foundation set, we began crafting key screens and the application flow

Introduces card benefits upfront to hook NTB users and drive immediate application entry.

Reinforces key benefits and guides NTB users with consistent messaging to build trust.

Outlines next steps to set expectations and ease the start.

Confirms submission and directs the users to their virtual card for instant access and closure.