HDFC Bank, India’s Most Valuable Brand 2018 (as per BrandZ Top 75 Most Valuable Indian Brands report), engaged I-AM to bridge the gap between the offline and online platforms by creating a seamless experience zone for its digital-savvy consumers. This would be done to tie in with the bank’s “Power of Banking” and”#Godigital” initiatives.
The I-AM team conducted an attitudinal survey amongst HDFC Bank customers and determined that their most important service attributes were convenience, commitment and technology. Leveraging this consumer insight, I-AM decided to draw parallels between HDFC Bank’s core offering and the new shape of technology in the consumer’s life – smart devices. This led us to create the concept of Smart Banking.
The design was conceptualized on the lines of decluttering the bank interior, focusing on simplicity, minimalism and clean lines, thereby bringing in a high level of efficiency. The entire customer journey was planned to help current customers smoothly migrate into a new advanced self-service banking experience. HDFC launched its first Smart Banking E-lobby in Pune in March 2017.