IndusInd
A unified credit card experience
IndusInd Bank is a leading private bank in India, serving over 35 million customers across banking and credit products. Known for its premium and super-premium credit offerings, the bank has a highly engaged user base with significantly higher-than-average monthly spends. To strengthen digital engagement, IndusInd partnered with Hyperface to rethink how credit card users manage their cards online.
Industry
FinTech
Stage
Enterprise
Deliverables
UX Design, UI Design, Visual Design, Design System, User Interviews
The vision
IndusInd wanted to simplify how customers manage their credit cards by replacing fragmented experiences with a unified platform. The goal was to give users more control, clarity, and confidence—making everyday interactions more intuitive while deepening engagement and loyalty.
The challenge
The existing credit card experience was scattered across multiple links, channels, and formats—from WhatsApp to SMS and PWA links. Users found it difficult to track cards, explore offers, or complete essential tasks without switching platforms. This disjointed journey led to low engagement, reduced satisfaction, and missed opportunities to build loyalty.
The solution
We worked closely with stakeholders at IndusInd and Hyperface to define a unified mobile experience from the ground up. Through workshops, research, and high-fidelity design, we built CardsHub—a central hub where users could manage every aspect of their credit card, all in one place.
One hub, full control
From tracking delivery to onboarding, tokenisation, and spending insights—every task was designed to be accessible and intuitive. The CardsHub experience brought clarity and convenience to actions that were previously scattered and complex.
Smarter credit,
simpler decisions
We turned complex financial actions like converting purchases to EMIs or tracking their spends and getting analytics on their spending patterns offers into smooth, guided flows. This helped users feel more in control of their finances—without the need to rely on support or guesswork.
Rewards that feel personal
CardsHub made offers and rewards more meaningful. We surfaced personalized deals, seasonal campaigns, and merchant-specific rewards to drive usage and delight—while aligning with card value propositions.
Contextual designs that convert
We designed UI themes that celebrated Indian festivals and international holidays, aligning visual storytelling with campaign goals. This helped increase spending, and drive engagement through familiarity and timely relevance.
