NRI Banking page
We undertook a comprehensive redesign of Bank’s NRI Banking landing page to clarify product positioning, reduce decision friction, and improve conversion across desktop and mobile. The scope covered research, information architecture, content strategy, UX/UI design, accessibility (WCAG 2.2 AA), SEO hygiene, and analytics instrumentation. Our primary objectives were to organize offerings around key NRI intents (NRE, NRO, Seafarer), present high‑intent actions consistently, embed compliance clarity in the flow, and deliver a performant, accessible experience within the bank’s design system and CMS constraints.
Year :
2025
Industry :
Banking
Client :
Bank
Project Duration :
4 weeks
What we learned from research and personas
We ran a competitor scan and layered in three living personas that reflected real NRI contexts: a tech‑savvy professional in the US focused on returns and quick remittances, a caregiver in the UAE seeking safe yields and simple explanations, and a retiree in the UK prioritizing steady income and human support. Underneath those, we created three “account‑intent” personas to drive our information architecture:
NRO: “I want to manage my earnings in India” (rent, dividends, pension paid within India).
NRE: “I am looking to save and invest for the future” (foreign income remitted to India).
Seafarer: “I am a seafarer looking to manage my finances” (irregular foreign income, frequent travel).
Two truths guided the entire redesign. First, users aren’t starting with products—they’re starting with intent. Second, small compliance clarifications (NRE accepts foreign income; NRO holds Indian income; NRE/FCNR interest is tax‑exempt in India while NRO interest is taxable) remove far more confusion than long paragraphs ever do.
Turning intent into architecture
Instead of a single, catch‑all hero and dense menus, the new page opens with a clear value proposition and an immediate “Open Account” action. Right below it, we added a lightweight intent switcher—three friendly pills that ask, “What are you looking for?” Choosing “manage earnings in India,” “save and invest for the future,” or “manage finances as a seafarer” reorients the page around the right account path and shows relevant products and CTAs without forcing users to decode acronyms.
From there, the page unfolds like a guided journey:
Accounts first: Scannable cards for NRE Savings, NRO Savings, and Seafarers Savings. Each card explains the use case in a sentence, then offers two actions—learn more or apply/open.
Evaluate with confidence: A “Deposits for you” row surfaces FCNR, NRE, and NRO deposits, with “Calculate returns” on each. Calculators move users from curiosity to clarity in seconds.
Everyday value: The FIRST WOW! Credit Card module showcases benefits and fees together, so there’s no hunting for essentials before applying.
Broader needs covered: Invest & Insure tiles for Mutual Funds, Travel Insurance, and Term Insurance align to persona goals without overwhelming with jargon.
Trust and education: A testimonial carousel adds social proof, while “Learn how to manage your finances” features digestible guides (tax, budgeting, financial planning).
Frictionless answers: The FAQ accordion goes straight at popular country‑specific questions, improving SEO and reducing the need to call support for basics.
Help, wherever you are: “Get in touch with us” consolidates support modes so NRIs can choose the channel that fits their time zone and urgency.
Design choices you can feel
We designed the desktop and mobile experiences to be consistent and fast. The mobile layout keeps the primary action visible early, raises deposit calculators and account CTAs within thumb reach, and simplifies modules into tap‑friendly tiles. On both form factors, we favored short, plain‑language copy over dense tables, and embedded compliance clarifications right where users make choices—so you never have to scroll to find out whether your income belongs in NRE or NRO.
Accessibility wasn’t a checklist—it shaped the build
From the first wireframes, we designed to WCAG 2.2 AA. Here’s how that translates into the live experience:
Contrast and legibility: Buttons and tiles on brand reds and dark backgrounds were tested to meet 4.5:1 contrast. Body copy uses readable sizes and line spacing, especially on mobile.
Structure and semantics: Logical H1/H2/H3 hierarchy, landmarks for header/main/footer, and meaningful section labels help screen readers and improve SEO.
Keyboard‑friendly by design: Every interactive element—intent pills, cards, CTAs, accordions, carousels—is reachable via keyboard with a visible focus state and no traps.
Screen‑reader clarity: FAQ accordions use proper button roles with aria‑expanded and aria‑controls so state changes are announced. Testimonial carousel controls are labeled and respect the user’s reduced‑motion setting.
Touch targets and spacing: Tap areas are a minimum of 44–48px, with spacing that prevents accidental taps—critical on the mobile page.
Honest, descriptive labels: “Open NRE Savings Account,” “Calculate returns,” and “View NRO deposit rates” tell assistive tech exactly what will happen next.
Images and icons: Non‑decorative imagery has alt text; decorative visuals are marked as presentational. No crucial information is locked inside images.
Forms and errors (in downstream flows): Clear labels, helper text, accessible error messages, and input purpose/autocomplete reduce effort and improve success rates.
Skip link and focus management: A “Skip to content” link lets keyboard users bypass global nav, and focus lands in the right place after interactions.
Content that carries its weight
We replaced product‑first copy with intent‑first guidance and layered in compliance microcopy where it matters. Short lines like “NRE accounts accept foreign income remitted to India; Indian‑source income must be credited to NRO” do more to unblock users than pages of policy. We also structured FAQs to answer country‑specific questions (e.g., US tax considerations) and linked to deeper guides for those who want details without cluttering the main path to account opening.
Measuring what matters
We instrumented the journey to learn and iterate: intent pill selections, clicks on “Open Account,” calculator engagements, FAQ expansions, testimonial interactions, and contact actions. Segmenting by device and geography helps us refine localization and surface the right help at the right time. While we didn’t publish hard numbers here, early signals showed clearer pathways from intent selection to account CTAs and strong engagement with calculators—exactly where evaluation becomes decision.
What was hard—and worth it
Balancing regulatory clarity with scannability required restraint and progressive disclosure. The trick was to keep essential distinctions (NRE vs NRO vs FCNR; taxation; repatriation) visible without pulling users into policy rabbit holes. Accessibility work—contrast, semantics, labels, keyboard support—benefited everyone, not just users of assistive tech, and made the mobile experience feel calmer and more precise.
Where we’d take it next
There’s room to add a “Help me choose” assistant for users who prefer a guided Q&A, light geo‑personalization to surface country‑specific docs and contact numbers, and deeper calculators for FCNR by currency. As content grows, we’ll keep pruning copy and favoring components that explain complex topics in one glance.
In the end, this revamp wasn’t about adding more; it was about removing friction. By organizing the page around NRI intent, providing calculators and clear CTAs at the right moments, and building accessibility into the core, we turned a dense landing page into a confident, guided experience that helps NRIs do what they came to do—quickly, clearly, and with trust.
NRI Banking page
We undertook a comprehensive redesign of Bank’s NRI Banking landing page to clarify product positioning, reduce decision friction, and improve conversion across desktop and mobile. The scope covered research, information architecture, content strategy, UX/UI design, accessibility (WCAG 2.2 AA), SEO hygiene, and analytics instrumentation. Our primary objectives were to organize offerings around key NRI intents (NRE, NRO, Seafarer), present high‑intent actions consistently, embed compliance clarity in the flow, and deliver a performant, accessible experience within the bank’s design system and CMS constraints.
Year :
2025
Industry :
Banking
Client :
Bank
Project Duration :
4 weeks
What we learned from research and personas
We ran a competitor scan and layered in three living personas that reflected real NRI contexts: a tech‑savvy professional in the US focused on returns and quick remittances, a caregiver in the UAE seeking safe yields and simple explanations, and a retiree in the UK prioritizing steady income and human support. Underneath those, we created three “account‑intent” personas to drive our information architecture:
NRO: “I want to manage my earnings in India” (rent, dividends, pension paid within India).
NRE: “I am looking to save and invest for the future” (foreign income remitted to India).
Seafarer: “I am a seafarer looking to manage my finances” (irregular foreign income, frequent travel).
Two truths guided the entire redesign. First, users aren’t starting with products—they’re starting with intent. Second, small compliance clarifications (NRE accepts foreign income; NRO holds Indian income; NRE/FCNR interest is tax‑exempt in India while NRO interest is taxable) remove far more confusion than long paragraphs ever do.
Turning intent into architecture
Instead of a single, catch‑all hero and dense menus, the new page opens with a clear value proposition and an immediate “Open Account” action. Right below it, we added a lightweight intent switcher—three friendly pills that ask, “What are you looking for?” Choosing “manage earnings in India,” “save and invest for the future,” or “manage finances as a seafarer” reorients the page around the right account path and shows relevant products and CTAs without forcing users to decode acronyms.
From there, the page unfolds like a guided journey:
Accounts first: Scannable cards for NRE Savings, NRO Savings, and Seafarers Savings. Each card explains the use case in a sentence, then offers two actions—learn more or apply/open.
Evaluate with confidence: A “Deposits for you” row surfaces FCNR, NRE, and NRO deposits, with “Calculate returns” on each. Calculators move users from curiosity to clarity in seconds.
Everyday value: The FIRST WOW! Credit Card module showcases benefits and fees together, so there’s no hunting for essentials before applying.
Broader needs covered: Invest & Insure tiles for Mutual Funds, Travel Insurance, and Term Insurance align to persona goals without overwhelming with jargon.
Trust and education: A testimonial carousel adds social proof, while “Learn how to manage your finances” features digestible guides (tax, budgeting, financial planning).
Frictionless answers: The FAQ accordion goes straight at popular country‑specific questions, improving SEO and reducing the need to call support for basics.
Help, wherever you are: “Get in touch with us” consolidates support modes so NRIs can choose the channel that fits their time zone and urgency.
Design choices you can feel
We designed the desktop and mobile experiences to be consistent and fast. The mobile layout keeps the primary action visible early, raises deposit calculators and account CTAs within thumb reach, and simplifies modules into tap‑friendly tiles. On both form factors, we favored short, plain‑language copy over dense tables, and embedded compliance clarifications right where users make choices—so you never have to scroll to find out whether your income belongs in NRE or NRO.
Accessibility wasn’t a checklist—it shaped the build
From the first wireframes, we designed to WCAG 2.2 AA. Here’s how that translates into the live experience:
Contrast and legibility: Buttons and tiles on brand reds and dark backgrounds were tested to meet 4.5:1 contrast. Body copy uses readable sizes and line spacing, especially on mobile.
Structure and semantics: Logical H1/H2/H3 hierarchy, landmarks for header/main/footer, and meaningful section labels help screen readers and improve SEO.
Keyboard‑friendly by design: Every interactive element—intent pills, cards, CTAs, accordions, carousels—is reachable via keyboard with a visible focus state and no traps.
Screen‑reader clarity: FAQ accordions use proper button roles with aria‑expanded and aria‑controls so state changes are announced. Testimonial carousel controls are labeled and respect the user’s reduced‑motion setting.
Touch targets and spacing: Tap areas are a minimum of 44–48px, with spacing that prevents accidental taps—critical on the mobile page.
Honest, descriptive labels: “Open NRE Savings Account,” “Calculate returns,” and “View NRO deposit rates” tell assistive tech exactly what will happen next.
Images and icons: Non‑decorative imagery has alt text; decorative visuals are marked as presentational. No crucial information is locked inside images.
Forms and errors (in downstream flows): Clear labels, helper text, accessible error messages, and input purpose/autocomplete reduce effort and improve success rates.
Skip link and focus management: A “Skip to content” link lets keyboard users bypass global nav, and focus lands in the right place after interactions.
Content that carries its weight
We replaced product‑first copy with intent‑first guidance and layered in compliance microcopy where it matters. Short lines like “NRE accounts accept foreign income remitted to India; Indian‑source income must be credited to NRO” do more to unblock users than pages of policy. We also structured FAQs to answer country‑specific questions (e.g., US tax considerations) and linked to deeper guides for those who want details without cluttering the main path to account opening.
Measuring what matters
We instrumented the journey to learn and iterate: intent pill selections, clicks on “Open Account,” calculator engagements, FAQ expansions, testimonial interactions, and contact actions. Segmenting by device and geography helps us refine localization and surface the right help at the right time. While we didn’t publish hard numbers here, early signals showed clearer pathways from intent selection to account CTAs and strong engagement with calculators—exactly where evaluation becomes decision.
What was hard—and worth it
Balancing regulatory clarity with scannability required restraint and progressive disclosure. The trick was to keep essential distinctions (NRE vs NRO vs FCNR; taxation; repatriation) visible without pulling users into policy rabbit holes. Accessibility work—contrast, semantics, labels, keyboard support—benefited everyone, not just users of assistive tech, and made the mobile experience feel calmer and more precise.
Where we’d take it next
There’s room to add a “Help me choose” assistant for users who prefer a guided Q&A, light geo‑personalization to surface country‑specific docs and contact numbers, and deeper calculators for FCNR by currency. As content grows, we’ll keep pruning copy and favoring components that explain complex topics in one glance.
In the end, this revamp wasn’t about adding more; it was about removing friction. By organizing the page around NRI intent, providing calculators and clear CTAs at the right moments, and building accessibility into the core, we turned a dense landing page into a confident, guided experience that helps NRIs do what they came to do—quickly, clearly, and with trust.
NRI Banking page
We undertook a comprehensive redesign of Bank’s NRI Banking landing page to clarify product positioning, reduce decision friction, and improve conversion across desktop and mobile. The scope covered research, information architecture, content strategy, UX/UI design, accessibility (WCAG 2.2 AA), SEO hygiene, and analytics instrumentation. Our primary objectives were to organize offerings around key NRI intents (NRE, NRO, Seafarer), present high‑intent actions consistently, embed compliance clarity in the flow, and deliver a performant, accessible experience within the bank’s design system and CMS constraints.
Year :
2025
Industry :
Banking
Client :
Bank
Project Duration :
4 weeks
What we learned from research and personas
We ran a competitor scan and layered in three living personas that reflected real NRI contexts: a tech‑savvy professional in the US focused on returns and quick remittances, a caregiver in the UAE seeking safe yields and simple explanations, and a retiree in the UK prioritizing steady income and human support. Underneath those, we created three “account‑intent” personas to drive our information architecture:
NRO: “I want to manage my earnings in India” (rent, dividends, pension paid within India).
NRE: “I am looking to save and invest for the future” (foreign income remitted to India).
Seafarer: “I am a seafarer looking to manage my finances” (irregular foreign income, frequent travel).
Two truths guided the entire redesign. First, users aren’t starting with products—they’re starting with intent. Second, small compliance clarifications (NRE accepts foreign income; NRO holds Indian income; NRE/FCNR interest is tax‑exempt in India while NRO interest is taxable) remove far more confusion than long paragraphs ever do.
Turning intent into architecture
Instead of a single, catch‑all hero and dense menus, the new page opens with a clear value proposition and an immediate “Open Account” action. Right below it, we added a lightweight intent switcher—three friendly pills that ask, “What are you looking for?” Choosing “manage earnings in India,” “save and invest for the future,” or “manage finances as a seafarer” reorients the page around the right account path and shows relevant products and CTAs without forcing users to decode acronyms.
From there, the page unfolds like a guided journey:
Accounts first: Scannable cards for NRE Savings, NRO Savings, and Seafarers Savings. Each card explains the use case in a sentence, then offers two actions—learn more or apply/open.
Evaluate with confidence: A “Deposits for you” row surfaces FCNR, NRE, and NRO deposits, with “Calculate returns” on each. Calculators move users from curiosity to clarity in seconds.
Everyday value: The FIRST WOW! Credit Card module showcases benefits and fees together, so there’s no hunting for essentials before applying.
Broader needs covered: Invest & Insure tiles for Mutual Funds, Travel Insurance, and Term Insurance align to persona goals without overwhelming with jargon.
Trust and education: A testimonial carousel adds social proof, while “Learn how to manage your finances” features digestible guides (tax, budgeting, financial planning).
Frictionless answers: The FAQ accordion goes straight at popular country‑specific questions, improving SEO and reducing the need to call support for basics.
Help, wherever you are: “Get in touch with us” consolidates support modes so NRIs can choose the channel that fits their time zone and urgency.
Design choices you can feel
We designed the desktop and mobile experiences to be consistent and fast. The mobile layout keeps the primary action visible early, raises deposit calculators and account CTAs within thumb reach, and simplifies modules into tap‑friendly tiles. On both form factors, we favored short, plain‑language copy over dense tables, and embedded compliance clarifications right where users make choices—so you never have to scroll to find out whether your income belongs in NRE or NRO.
Accessibility wasn’t a checklist—it shaped the build
From the first wireframes, we designed to WCAG 2.2 AA. Here’s how that translates into the live experience:
Contrast and legibility: Buttons and tiles on brand reds and dark backgrounds were tested to meet 4.5:1 contrast. Body copy uses readable sizes and line spacing, especially on mobile.
Structure and semantics: Logical H1/H2/H3 hierarchy, landmarks for header/main/footer, and meaningful section labels help screen readers and improve SEO.
Keyboard‑friendly by design: Every interactive element—intent pills, cards, CTAs, accordions, carousels—is reachable via keyboard with a visible focus state and no traps.
Screen‑reader clarity: FAQ accordions use proper button roles with aria‑expanded and aria‑controls so state changes are announced. Testimonial carousel controls are labeled and respect the user’s reduced‑motion setting.
Touch targets and spacing: Tap areas are a minimum of 44–48px, with spacing that prevents accidental taps—critical on the mobile page.
Honest, descriptive labels: “Open NRE Savings Account,” “Calculate returns,” and “View NRO deposit rates” tell assistive tech exactly what will happen next.
Images and icons: Non‑decorative imagery has alt text; decorative visuals are marked as presentational. No crucial information is locked inside images.
Forms and errors (in downstream flows): Clear labels, helper text, accessible error messages, and input purpose/autocomplete reduce effort and improve success rates.
Skip link and focus management: A “Skip to content” link lets keyboard users bypass global nav, and focus lands in the right place after interactions.
Content that carries its weight
We replaced product‑first copy with intent‑first guidance and layered in compliance microcopy where it matters. Short lines like “NRE accounts accept foreign income remitted to India; Indian‑source income must be credited to NRO” do more to unblock users than pages of policy. We also structured FAQs to answer country‑specific questions (e.g., US tax considerations) and linked to deeper guides for those who want details without cluttering the main path to account opening.
Measuring what matters
We instrumented the journey to learn and iterate: intent pill selections, clicks on “Open Account,” calculator engagements, FAQ expansions, testimonial interactions, and contact actions. Segmenting by device and geography helps us refine localization and surface the right help at the right time. While we didn’t publish hard numbers here, early signals showed clearer pathways from intent selection to account CTAs and strong engagement with calculators—exactly where evaluation becomes decision.
What was hard—and worth it
Balancing regulatory clarity with scannability required restraint and progressive disclosure. The trick was to keep essential distinctions (NRE vs NRO vs FCNR; taxation; repatriation) visible without pulling users into policy rabbit holes. Accessibility work—contrast, semantics, labels, keyboard support—benefited everyone, not just users of assistive tech, and made the mobile experience feel calmer and more precise.
Where we’d take it next
There’s room to add a “Help me choose” assistant for users who prefer a guided Q&A, light geo‑personalization to surface country‑specific docs and contact numbers, and deeper calculators for FCNR by currency. As content grows, we’ll keep pruning copy and favoring components that explain complex topics in one glance.
In the end, this revamp wasn’t about adding more; it was about removing friction. By organizing the page around NRI intent, providing calculators and clear CTAs at the right moments, and building accessibility into the core, we turned a dense landing page into a confident, guided experience that helps NRIs do what they came to do—quickly, clearly, and with trust.