Fixed Deposit Journey

Restructured the FD creation flow to reduce drop-offs and increase investment confidence.

Client

Commercial Banking Enterprise

Responsibility

Increase FD completion rates, reduce abandonment, and strengthen customer confidence during a high-commitment financial decision, without compromising regulatory clarity.

Duration

4 months (2035)

Challenge

While adoption of digital channels was increasing, the FD flow showed measurable friction at key decision stages. Users hesitated before commitment, support queries were high, and completion rates plateaued despite strong product fundamentals.

Approach

Conducted 250 customer interviews (mix of digital and semi-digital banking users)

We aligned success with measurable business metrics

The UX redesign focused on reducing cognitive friction at decision-heavy moments.

The new FD journey delivered:

• A guided, step-based experience

• Clear financial summaries before commitment • Transparent handling of penalties and terms • Reduced cognitive load during tenure selection • Stronger reassurance signals at final submission The experience felt deliberate and structured — not form-based.

This is the space to outline your step-by-step approach and show clients what to expect when working with you.

Solution

Journey Restructuring The flow was reorganized around natural financial reasoning: Amount → Tenure → Returns → Conditions → Confirmation This aligned the interface with how customers think about investments.
Simplified Financial Framing • Replaced abstract percentage-heavy screens with outcome-oriented maturity projections • Introduced structured summaries before commitment • Reduced jargon across regulatory explanations
Progressive Disclosure of Risk Penalty clauses and withdrawal implications were surfaced earlier in digestible formats rather than hidden in dense disclosures. This reduced last-step hesitation.
Confidence-Driven Confirmation The final confirmation screen was redesigned to: • Clearly restate deposit amount • Show guaranteed maturity value • Reinforce tenure lock-in transparency • Provide clear next steps The confirmation screen shifted from transactional to reassuring.

Results

43% reduction in FD completion rate

– 24% reduction in drop-off at tenure selection stage

– 31% reduction in FD-related support queries

+11% increase in average deposit value