Bajaj Finserv is the second largest Non-Banking Finance Corporation (NBFC) in India. Their website sees an average of nearly 2 million users a month, and is responsible for a major fraction of their business. It is their gateway to invite both existing and prospective customers to learn about and interact with their offerings. It also serves as a portfolio for investors and stakeholders to engage confidently with their brand.
The existing portal however, like the company itself, had grown massively over the years. Our initial analysis showed that, the focus had to shift from only information dissemination, to that of a prolonged dialogue with customers in improve sustained engagement. It therefore needed to be redesigned from the ground up, by incorporating new interaction patterns and information structures that enabled personalisation.